摘要
以抖音为代表的短视频平台向下赋权,让乡村摆脱了长期失语的媒介地位,拥有了主动叙事的能力。在广东的山海之间,大量田园生活类短视频账号涌现。创作者们一方面自发展现了本乡本土生机勃勃的新农人、新农事、新农景,以及广东地域特色鲜明的传统文化、手工技艺与民俗风情,促进了岭南乡村文化的提炼、创新与传播;另一方面又用拆解的元素重构和演绎了乡村社会的生活情境,营造出一方想象的现实空间,在迎合受众偏好时逐渐自我异化。这个景观呈现过程,既传真又失真,在将广东乡村媒介影像化面向大众传播的同时,也让受众的媒介印象趋于刻板化、标签化、狭窄化。基于此,关注和引导抖音田园生活类短视频的媒介景观呈现,对于正向推进乡村文化振兴与传播十分必要。
The short video platform represented by Douyin is empowering the village to get rid of the media status of long-term aphasia and have the ability of active narration.Between the mountains and the sea in Guangdong,a large number of short pasto-ral life video accounts have emerged.On the one hand,the creators spontaneously display the vibrant new farmers,new farming practices and new agricultural scenery in the local area,as well as the distinctive traditional culture,handicraft skills and folk customs of Guangdong,which promote the refinement,innovation and dissemination of Lingnan rural culture.On the other hand,it reconstructs and interprets the living situation of rural society by using disassembled elements to create a realistic space,and gradually alienates itself while catering to the audience’s preferences.This process of landscape presentation is both facsimile and distorted,which not only makes the rural media image of Guangdong oriented to mass communication,but also tends to make the media impression of the audience stereotyped,labeled and narrowed.Based on this,it is necessary to pay attention to and guide the media landscape presentation of short pastoral life videos of Douyin so as to promote the revitalization and dissemi-nation of rural culture.
作者
邓诩嘉
郭伟欣
黄嘉茹
DENG Xu-jia;GUO Wei-xin;HUANG Jia-ru(Department of Game,Software Engineering Institute of Guangzhou,Guangzhou Guangdong 510000,China;School of Culture and Tourism,Guangdong Nanhua Vocational College of Industry and Commerce,Guangzhou Guangdong 510000,China)
出处
《廊坊师范学院学报（社会科学版）》
2023年第4期98-108,共11页
Journal of Langfang Normal University(Social Sciences Edition)
基金
广州软件学院2022年科研项目“乡村振兴背景下新生代网红的‘田园’叙事策略研究--基于媒介景观的视角”(ky202256)
清远市哲学社会科学2023年规划项目“乡村振兴背景下广东新生代网红的田园风短视频叙事策略研究——以清远市为例”(QYSK2023035)
广东省教育厅2022年省继续教育质量提升工程建设类项目“乡村振兴背景下服务于新型职业农民培养目标的康养旅游课程开发策略研究——以粤港澳大湾区为例”(JXJYGC2022GX457)成果。
关键词
抖音
短视频
田园生活
媒介景观
乡村振兴
新农人
Douyin
short video
pastoral life
media landscape
rural revitalization
new farmer
