摘要
“三农”短视频是在乡村振兴的背景下迅速崛起的一种以“农业、农村、农民”为主要创作内容的短视频类型“。三农”短视频诞生以来,在经历了初始时期的无序生长之后,其主流内容生产机制慢慢转向为专业化的PGC生产机制,这种内容生产机制的转向一方面规范了原始时期“三农”短视频生产乱象,优化了视频质量,另一方面也提高了“三农”短视频的创作门槛,增加了乡土背景下部分农民创作短视频发布和传播的难度。在乡村振兴过程中,文化建设要先行。要通过平台扶持、政策鼓励和艺术乡建等方式,对“三农”短视频内容生产进行积极的引导和帮扶,鼓励农民以短视频为媒介进行乡土生活自发审美式挖掘生产,促进形成新时代乡村振兴引领下“三农”短视频多维创作的良好生态,进而推动优秀乡村文化的传播与发展,坚定乡村文化自信,促进乡村振兴。
"Agriculture, the countryside, and farmers" short video is a kind of short video type with "agriculture,the countryside, and farmers" as the main creation content, which is rising rapidly under the background of rural revitalization. Since the birth of the "agriculture, the countryside, and farmers" short video, after experiencing the disorderly growth in the initial period, its mainstream content production mechanism has slowly turned to a specialized PGC production mechanism. This change in content production mechanism, on the one hand, standardizes the chaos of "agriculture, the countryside, and farmers" short video production in the original period,and optimizes the video quality;on the other hand, it improves the threshold of "agriculture, the countryside, and farmers" short video creation, and increases the difficulty of publishing and disseminating short videos created by some farmers under the local background. In the process of rural revitalization, cultural construction should go first. Actively guide and help the production of short video content of "agriculture, the countryside, and farmers" through platform support, policy encouragement and art township construction, encourage farmers to use short videos as the media to conduct spontaneous aesthetic exploration and production of local life, and promote the formation of a good ecology of multi-dimensional short video creation of "agriculture, the countryside, and farmers" under the guidance of rural revitalization in the new era, and then promote the spread and development of excellent rural culture, strengthen rural cultural self-confidence, and promote rural revitalization.
作者
刘大川
LIU Dachuan(National Research Center of Cultural Industries,Central China Normal University,Wuhan 430059,China)
出处
《理论建设》
2022年第5期105-112,共8页
Theory Construction
基金
华中师范大学第十八届“挑战杯”全国大学生课外学术科技作品竞赛助推计划资助项目“归去桑梓还是远走他乡:乡村振兴视域下民族地区发展和原籍大学生智力返乡的互动关系思考——基于民族乡村地区原籍大学生群体的脱贫口述史研究”(CCNU2022ZT035)。
关键词
乡村振兴
“三农”短视频
内容生产机制
转向
rural revitalization
"agriculture
the countryside
and farmers"short video
content production mechanism
change
