乡村振兴视域下“三农”短视频生产的现实审思

Realistic Reflections on Short Video Production of“Agriculture,Countryside and Farmers”from the Perspective of Rural Revitalization

在推进中国式现代化进程中,数字乡村建设成为乡村振兴的战略突破口。当前,乡村媒介生态正在发生变化,新兴媒体嵌入,短视频生产模式转变,农民“出场”,乡村“回归”,作品呈现出多样化、差异化和专业化的趋势,改变了对“三农”的叙事书写,构建起了崭新的乡村话语体系。“三农”短视频以其丰富的内容带来了一场饕餮盛宴,让乡村空间变得“可视”,与数字信息时代在时空场域交叠重合。然而,伴随“三农”题材短视频的蓬勃发展,在利益的驱动下,生产主体竞争加剧,商业机构与农民个体在生产资源、技术水平等方面存在失衡问题;生产实践过程中也出现了一味追求流量变现、不惜哗众取宠的“审丑”现象,忽视了直播助农带货的可持续性;生产内容的同质化、碎片化更是遮蔽了真实、多元、立体的新农村图景。因此,“三农”短视频生产要坚持“导向为魂”,以正确价值观为引领,加大政策支持和主流媒体介入,形成多元媒介融合发展;做到“内容为王”,加强对短视频平台的监管,重塑“三农”形象,展现农村美好图景,提升乡村文化认同;立足“创新为要”,完善生产营销模式,以“短视频+”策略带动乡村产业发展,推进数字乡村建设,使物质文明与精神文明齐头并进,实现乡村全面振兴,以满足人民对于美好生活的需要。

In the process of promoting Chinese-style modernization,the construction of digital countryside has become a strategic breakthrough in rural revitalization.The current rural media ecology is undergoing changes,with the embedding of emerging media,the transformation of short video production models,the presence of farmers,and the return of rural areas.The short video works show a trend of diversification,differentiation,and specialization,changing the narrative writing of“agriculture,countryside,and farmers”,and constructing a new rural discourse system.The short videos on“agriculture,countryside,and farmers”have brought a feast with their rich content,making rural space“visible”and overlapping with the digital information age in the temporal and spatial fields.However,with the booming development of short videos on the theme of“agriculture,countryside,and farmers”,driven by interests,competition among production entities intensifies,and there is an imbalance between commercial institutions and individual farmers in terms of production resources,technological level,and other aspects.In the process of production practice,there has also been a phenomenon of“ugliness appreciation”that blindly pursues monetization of traffic and is willing to attract attention,ignoring the sustainability of live streaming to assist agriculture and promote goods.The homogenization and fragmentation of production content have obscured the real,diverse,and three-dimensional new rural landscape.Therefore,the production of short videos on“agriculture,countryside,and farmers”should adhere to the principle of“orientation as the soul”,be guided by correct values,increase policy support and mainstream media intervention,and form a diversified media integration development.Meanwhile,we should strive to prioritize content,strengthen supervision of short video platforms,reshape the image of“agriculture,countryside,and farmers”,showcase a beautiful rural landscape,and enhance rural cultural identity.Based on the principle of“innovation as essential”,we will improve our production and marketing models,use the“short video+”strategy to drive the development of rural industries,promote the construction of digital countryside,and promote both material and spiritual civilization side by side,finally achieving comprehensive rural revitalization and meeting the needs of the people for a better life.