媒介赋权视角下的短视频实践与乡土文化变迁——基于L市D村的田野调查  

Short Video Practice and Village Culture Changes from the Perspective of Media Empowerment——Based on the Field Investigation at Village D of City L

作　　者：刘怀光 孙铭谦 LIU Huaiguang;SUN Mingqian(School of Marxism,Henan Normal University,Xinxiang,Henan 453007,China;School of Social Work,Henan Normal University,Xinxiang,Henan 453007,China)

机构地区：[1]河南师范大学马克思主义学院,河南新乡453007 [2]河南师范大学社会事业学院,河南新乡453007

出　　处：《重庆科技大学学报（社会科学版）》2024年第4期77-89,共13页Journal of Chongqing university of science and technology（social sciences edition）

基　　金：国家社会科学基金项目“全球化中的意识形态问题研究”(18BKS163)。

摘　　要：随着人口外流的加剧与互联网的飞速发展,乡土传统文化在地性与封闭性被渐进式消解,短视频在农村的发展诱发了乡土文化生活的巨大变迁。农村文化形态引入城市元素向现代化转变;文化呈现引入媒介载体向数字化、碎片化转变;文化关系引入个体价值向原子化个体与人情社会共存转变。究其原因,其生成特点受到政府文化资源供给城市化价值导向、村民政治参与失语和媒介赋权的三重影响。此外,媒介赋权在满足农民深化个体记忆、提升效能、适应文化冲击的同时,也造成土味文化泛滥、屏幕成瘾等问题。在此形势下,政府应合理调整文化资源供给方向,短视频平台亦需加大对视频内容的审核力度,共同助力农村文化振兴。In the process of population outflow and Internet development,the locality and closeness of local traditional culture have been gradually eliminated.The development of short videos in rural areas has induced great changes in local cultural life so thatthe rural cultural forms have been modernized through introduction of urban elements,cultural presentations have turned digital and fragmented through introduction of media carriers;and cultural relations have turned to the coexistence of atomized individuals and sympathy society through introduction of individual values.The reason is that its characteristics are influenced by the value orientation of urbanization of government cultural resources supply,the aphasia of villagers’political participation and media empowerment.In addition,media empowerment meets the needs of farmers to deepen individual memory,improve efficiency and adapt to cultural shocks while causing overflow of local culture and screen addiction.In this situation,the government is expected to reasonably adjust the supply direction of cultural resources,and the short video platforms are suggested to review more video content to jointly help the revitalization of rural culture.

关 键 词：媒介赋权 农村文化生活 短视频 乡土文化变迁 乡村振兴 

分 类 号：C916[经济管理]