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Academic Journal of Humanities & Social Sciences, 2023, 6(14); doi: 10.25236/AJHSS.2023.061411.

Rural Short Videos’ New Farmer Image Construction and Communication Strategy Presentation--the Example of "Winning the Heart"


Zhao Shuang

Corresponding Author:
Zhao Shuang

Institute of Journalism and Communication, Jinan University, Guangzhou, China


Based on the penetration and extensive use of media technology in rural areas in order to respond to the promotion and implementation of rural revitalization strategy, short video platforms have supported many video bloggers for three consecutive years especially through Douyin's "New Farmer Program", further speeding up the development of rural short videos, and the image presentation of New Farmers is worthy of attention. Rural short videos’ content categories, communication strategies and monetization mechanics are different. By analyzing the image construction and communication strategies of New Farmers in rural storyline short video accounts, we find that with the participation of MCN agencies, short videos with a certain scale of fans have clear overall positioning and vertical classification, highlighting the linkage between personal identity and account matrix, life content taking into account conflict drama, and three-dimensional roles containing multiple symbols. Such rural short videos have positive value undertones and are rich in positive meaning.


Rural short video; New Farmer image; Communication strategy

Cite This Paper

Zhao Shuang. Rural Short Videos’ New Farmer Image Construction and Communication Strategy Presentation--the Example of "Winning the Heart". Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 14: 63-68. https://doi.org/10.25236/AJHSS.2023.061411.


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