“底层发声”与新媒体的“农民叙事”——以“今日头条”三农短视频为考察对象  

“Subaltern Voices” and New Media “Peasant Narrative”——Investigation of the Headline “Countryside-Agriculture-Peasant” Short Videos

作　　者：张爱凤 ZHANG Aifeng

机构地区：[1]广州大学新闻与传播学院

出　　处：《广州大学学报（社会科学版）》2019年第4期49-57,共9页Journal of Guangzhou University:Social Science Edition

基　　金：国家社会科学基金项目(18BXW056)

摘　　要：文化政治学视角下的中国农民群体,在既往的文化权力结构中处于弱势地位,掌握较少的文化资源,普遍缺乏话语权,是农民叙事中"沉默的他者"。三农短视频的发展,是国家乡村振兴战略实施和相关政策引导的结果,也是新媒体给农村、农民带来的发展机遇。"今日头条"三农短视频创作者有着自觉的农民身份认同和强烈的叙事主体意识,以"底层发声"范式突破了原有的"为底层发声"范式。它通过日常生活实践与纪实性的微观叙事,实现了独立于消费主义、城市中心主义的乡村叙事文化价值、"互联网+精准扶贫"的经济价值以及缩小城乡信息鸿沟的技术价值。三农类短视频也存在题材同质化、公共问题关注不足、叙事能力不强等问题,亟需政府、学界和业界从政策引领、技能培训、团队建设、媒体宣传、平台互融等方面予以支持。From the perspective of cultural politics, the Chinese peasant group was in a weak position in the past cultural power structure, having less cultural resources. The lack of their right to discourse has made them the ″the silent other″ in the peasant narrative. The development of short video of agriculture, rural areas and peasant is the result of the implementation of the national ″rural revitalization″ strategy and related policy guidance, which has also brought the development opportunity of new media for the rural areas and peasants. The headline short video creators consciously have the peasant identity and strong narrative subject consciousness, and break through the original ″sounding at the bottom″ paradigm with the ″bottom vocalization″ paradigm. Through the daily life practice and the documentary, the peasant narrative realizes the cultural value independent of consumerism and urban centralism, the economic value of the ″Internet + precise poverty alleviation″ and the technical value of narrowing the urban-rural information gap. The short videos of agriculture, rural areas and peasants also have problems such as homogenization of subject matters, insufficient attention to public issues, and low narrative ability. It is urgent for the government and academia to support policy guidance, skills training, team building, media promotion, and platform integration.

关 键 词：底层研究 乡村振兴 短视频 农民叙事 

分 类 号：G206.2[文化科学—传播学]