文化振兴视角下的乡村短视频研究——以河北省S村为例

Research on Rural Short Video from the Perspective of Cultural Revitalization——A Case Study of S Village in Hebei Province

坚持农民主体地位是实施乡村振兴战略的基本原则。抖音、快手等新媒体技术进入乡村为农民进行自我表达和传播本土文化提供了新的方式。该文以乡村文化传播路径为研究起点,由社交媒体抖音出发,选择河北省S村村民作为观察对象,首先对乡村文化振兴和乡村短视频研究进行文献综述,确定本文的研究问题,即在非商业化逻辑下,农民进行短视频创作能否为文化振兴带来新的可能;其次对S村抖音使用者的视频内容进行分析,了解其媒介形象和传播动机;最后分析短视频介入乡村对村民主体性地位的发挥及乡村文化传播带来何种机遇和挑战。

Adhering to the main position of farmers is the basic principle for implementing the rural revitalization strategy.New media technologies such as TikTok and Kwai have entered the countryside,providing new ways for farmers to express themselves and spread local culture.This article takes the rural culture transmission path as the research starting point,starting from the social media TikTok,selects the villagers of S Village in Hebei Province as the observation object.First,it summarizes the literature on rural culture revitalization and rural short video research,and determines the research question of this article,that is,under the non-commercial logic,whether farmers'short video creation can bring new possibilities for cultural revitalization.Secondly,it analyzes the video content of S Village TikTok users to understand their media image and communication motivation.Finally,it analyzes the impact of short video intervention in rural areas on the subjectivity of villagers and the opportunities and challenges that rural cultural dissemination brings.