后乡土中国语境下三农类短视频助力乡村振兴的价值阐释与路径选择

Value Interpretation and Path Selection of Short Videos of Agriculture,Rural Areas and Farmers for Rural Revitalization in the Context of Post-rural China

三农类短视频作为“新时代文本”,为展现乡村生活、助力乡村发展提供了一个全新的传播途径。运用田野调查法、数据分析法、深度访谈法对三农类短视频进行研究,结果表明,在乡村振兴战略深入推进的背景之下,三农类短视频的发展正逢其时,具有优化农村产业结构、重塑乡村生活图景、拓宽农民致富渠道的价值意蕴。民族要复兴,乡村必振兴。探索通过优质创作,提升短视频内容品质;凝聚合力,搭建多主体参与平台;经济变现,开辟多元乡村产业链;增值服务,推动共建共治共享等路径,让乡村资源借助短视频形式获得更大范围内连接与传播,以期实现农民增收、农村发展、农业兴旺。

As a"new era text",short videos of agriculture,rural areas and farmers provide a new communication way to show rural life and help rural development.Field investigation method,data analysis method and in-depth interview method are used to study the short videos of agriculture,rural areas and farmers.The results show that the development of short videos of agriculture,rural areas and farmers is at the right time under the background of dee-pening the rural revitalization strategy,which has the value implication of optimizing the rural industrial structure,reshaping the rural life picture and broadening the channels for farmers to get rich.If the nation is to be revived,the countryside should be revitalized.The following is explored:to improve the quality of short video content through quality creation;To build a multi-subject participation platform through cohesive force;To open up a diversified rural industry chain through economic realization;To promote co-construction,co-governance and sharing and other paths through value-added services.As a result,rural resources can be connected and disseminated in a larger scope in the forms of short videos in order to achieve increased income for farmers,rural development,and agricultural prosperity.