Rural short video has more than one volume

In the revitalization of rural culture in the context of rural short video content production in the network era of information overload, the audience's attention is a resource seized by all kinds of capital, rural short video users in the competition for resources there is an inherent lack of capital. Due to the low threshold of short video content creation, it has aroused the creative enthusiasm of many non-professionals, and because of this, the path of content production of rural short video is characterized by insufficient dissemination of rural culture, a lack of depth of short video content, rough filming and production, and poor video bandwagon effect, which are difficult to break through the obstacles.

2.1 Insufficient dissemination of rural culture

In the context of revitalizing rural culture, short video platforms such as "Jitterbug", "Shutterbug" and "Watermelon Video" have jointly launched a series of short videos. video platforms have jointly launched a series of poverty alleviation projects to support rural farmers in creating short videos and spreading the revitalization of rural culture. As a result, a large number of farmers' self-media is growing explosively, and the subject matter of rural short videos is not original enough, and the phenomenon of homogenization is extremely serious, which ultimately leads to the poor dissemination of rural culture.

The video content of rural short videos should be colorful, and should have the unique characteristics of the countryside. Most of the countryside short videos are food-oriented and similar in type.

For example, "Szechuan Salt Grandma", "Xiao Hao and Grandma", and "Pan Lou Lou" are all users who share food production. First of all, the content of these short videos is simply about cooking steps, without any introduction or popularization of the origin of the food and the historical and cultural stories behind it; secondly, the food shown in these short videos is not local village food, but is a copy and paste of the popular food production methods, with insufficient creativity.

For example, the user "Pan Lou Lou" has more than 20 million followers, but the user's "big screws", "hairy crabs", However, the ingredients in the short videos of "big screws", "hairy crabs", "snapping turtles" and other gourmet food production by this user are not unique to the countryside, and they are only shot in the natural environment of the countryside, which is of little help to the dissemination of rural food culture. The short videos of rural buildings are almost all pure display, with no introduction or historical or cultural explanation, which is very one-sided for the dissemination of rural culture.

2.2 Rural short video content lack of depth

Rural short video in the traditional architectural culture, food culture and traditional skills culture of the three aspects of the content production are very distinctive, because the rural short video in the countryside on the dissemination of traditional culture of the heat is very high, there are a number of eye-catching "sword to go off the edge!

For example, "earthy eating podcast", "countryside kill Matt costume performance" and other bad taste of the countryside short-time video. The scope of the short video of the rustic eating broadcast mainly includes eating ice, eating oil bread and large seafood and a variety of homemade maximum, the most peculiar food, there is no complex production process, commonly a large number of mustard, chili powder, chili oil as an ingredient, so that the content of the culture is no nutrition;

The short video of the countryside mattress costume performance category is the countryside of young people to use the crops, plastic bags and other rural environment of the low-grade material The particularly exaggerated costumes and decorations made by them are worn on themselves in a low-fun show walking in the fields. On the one hand, they shoot low-fun rural short videos to get rid of the "local flavor", wanting to be different from the image of their parents as farmers; on the other hand, they are pursuing the fashion trend to satisfy their psychological needs of integrating into the city life. Most of the short video users who spread rural culture are farmers who were born and raised on the land all their lives, and their cultural level is not high, and their cognition of many things lacks depth, especially new things from the outside world, which still exists in the phenomenon of shallow cognition. Short video content created by farmers are almost all from the countryside daily life, the source of content is too single, and occasionally you can shoot a farming culture theme park for fun.

2.3 Rough production of short videos in the countryside

The entry threshold of the short video industry is relatively low, and there is no restriction on the user's identity, so that the grassroots, the low-literacy crowd, and the minors can all participate. On the basis of network security, a smartphone can complete a series of processes such as video shooting, production and publishing. Therefore, short videos in the countryside have the problem of rough video images. However, as a short video platform, the core point is to select the quality content and push it to the appropriate users, so the audit norms of short video platforms are getting stricter and stricter, and if it violates the norms and guidelines of the platform, the audit will not be passed. In order to improve the quality of short video content, curb the spread of wrong false and harmful content, and create a clear cyberspace, according to the relevant national laws and regulations, on January 9, 2019, the China Network Audiovisual Program Service Association issued the "Network Short Video Platform Management Code", and there are twenty-one major items in the standard rules for the audit of the content of network short videos ****. The requirements for short video content audit are more stringent, and the content selection should be characterized.

Cognition of rural farmers on the picture language of short video and the dissemination of values needs to be improved, many rural short video users are shooting video for the sake of shooting video and shooting video, the video picture is straightforward and easy to bring psychological burden to the audience, the incorrect picture language will be watching the short video as well as the transmission of the incorrect values of the teenage audience on the short video platform. Each place will have its own characteristics of the cultural heritage, or handicrafts, or stories of architectural relics are possible, if the handicrafts can be filmed in the production process, if it is not good to film the production process can be done to do the introduction of the class short video. You can match some idyllic soundtrack to beautify the short video. The soundtrack should be compatible with the video style, do not have a sense of discrepancy, if you will post editing, you can edit the video appropriately, in order to increase the picture exquisite sense. The standardized management of the short video industry has raised the uploading threshold of countryside short videos to a certain extent, and reduced the number of low-quality, bad-taste vulgar countryside short videos appearing and spreading.

2.4 Poor effect of short video with goods

Live broadcasting has brought new possibilities to the sales channels of agricultural products and new industrial opportunities to the development of rural economy. As a result, many rural areas, especially poverty alleviation areas are actively creating opportunities to drive the growth of the local economy: villagers are encouraged to live broadcast their own goods, everyone is an anchor, and every family is a Netflix. Entrepreneurship with the help of live broadcasting, for young people, on the one hand, low cost, good prospects; on the other hand, farmers through the network to broaden the idea of earning money, showing the new face of rural development, but also to a certain extent to drive the local employment, and to promote the dissemination and inheritance of rural culture. By looking at the video content of rural short video creators on various platforms, it will be found that many rural people's live broadcast locations are selected in the growth of agricultural raw materials, or the production of agricultural products, directly to the audience to show the growth of the state of crops and the environment, which is used to gain the audience's trust, thereby inducing the audience to rest assured that boldly buy. Compared with other live short video creators with goods, rural short video creators have the advantages of timing, location and people. But this kind of countryside short video users shot every day short video is the same, the commercialization of the bandwagon is too obvious, so this kind of countryside short video user's fan volume is relatively weak.