短视频中的贵州乡村形象研究——基于抖音平台  

Research on the Image of Guizhou Rural Areas in Short Videos——Based on TikTok Platform

作　　者：朱鸿儒 陈薇[1] 张路遥 朱永富[1] ZHU Hongru;CHEN Wei;ZHANG Luyao;ZHU Yongfu(Guizhou University,Guiyang Guizhou,550000,China)

机构地区：[1]贵州大学,贵州贵阳550000

出　　处：《文化创新比较研究》2023年第16期57-61,共5页Comparative Study of Cultural Innovation

基　　金：贵州大学大学生创新创业训练计划项目资助(项目编号:2022106)。

摘　　要：新媒介环境下,贵州乡村的形象发生了巨大变化。该文选择了目前国内短视频软件中用户数量最多且活跃度最高的抖音为研究平台,以贵州三农短视频为研究对象,以内容分析法为主要研究方法,从人物、环境、文化3个维度探究贵州乡村新媒介形象,发现存在以下形象:勤劳致富、治理有序的乡民形象;发展向好、宁静秀美的环境形象;绚丽多彩、乡风文明的文化形象。基于形象内涵,该文进一步梳理出构建路径:一是横向上的多元叙事视角与独特形式;二是纵向上的时间维度展现历史变迁。最后挖掘贵州乡村新媒介形象传播产生的经济、社会、生态和文化价值。Under the new media environment,the image of rural areas in Guizhou has undergone significant changes.This paper selects TikTok,the most active short video software with the largest number of users,as the research platform,takes the short video of farmers,rural areas and farmers in Guizhou as the research object,and content analysis as the main research method.It explores the new media image of rural areas in Guizhou from the three dimensions of characters,environment and culture,and finds that there are the following images:the image of rural people who become rich through hard work and orderly governance;wel-developed,peaceful and beautiful environmental image;a colorful and civilized cultural image.Based on the connotation of the image,the article further outlines the construction path:firstly,the horizontal multiple narrative perspectives and unique forms;secondly a vertical time dimension to display historical changes.Finally,it explores the economic,social,ecological,and cultural values generated by the dissemination of new media images in rural areas of Guizhou.

关 键 词：短视频 贵州 乡村 抖音 三农 形象 

分 类 号：G206[文化科学—传播学]