文化工业视域下抖音乡村短视频研究

Research on TikTok Rural Short Videos from the Perspective of Cultural Industry

随着经济与资本的发展与扩张、技术的创新与更迭,我国文化产业高速发展。乡村文化在资本与新技术的加持下,将乡村景观、乡村生活等以视频的新形式展现出来。但资本与新技术的驱动消解了乡村文化的差异性,乡村短视频的内容与题材重复现象严重,是法兰克福学派文化工业在当下的缩影之一。本文选取抖音平台中前三的头部乡村网红,即“李子柒”、“潘姥姥”与“蜀中桃子姐”的乡村短视频作为研究对象,以文化工业为理论视角,对乡村短视频的工业化现象加以探究。

Along with the development and expansion of economy and capital, innovation and change of tech-nology, our culture industry develops rapidly. With the support of capital and new technology, rural culture presents rural landscape and rural life in a new form of video. However, driven by capital and new technology, the differences in rural culture have been dispelled, and the content and themes of rural short videos are repeated seriously, which is one of the microcosms of Frankfurt School’s cultural industry at present. This paper selects the rural short videos of the top three rural Internet celebrities on the TikTok platform, namely “Li Ziqi”, “Grandma Pan” and “Peach Sister in Sichuan”, as the research object, and explores the industrialization of rural short videos from the theoretical perspective of cultural industry.