摘要
在国家乡村振兴战略及互联网技术的支持下,短视频已经成了促进乡村发展的“新农具”。因此,研究“三农”短视频的叙事路径对于推进我国乡村振兴战略的实施具有积极意义。文章运用案例分析法与文献分析法详细阐述了我国“三农”短视频在叙事视角、叙事语言以及叙事接受等方面的表现,探究当前“三农”短视频存在的叙事题材同质化、叙事结构单一化、叙事内容浅薄化等困境,分析得出困境的成因源于内生动力不足、资本的操纵以及流量的驱动,并针对上述问题提出丰富叙事题材、创新叙事结构和坚持内容为王的优化策略。
With the support of the national rural revitalization strategy and Internet technology,short videos have become a new agricultural tool to promote rural development.Therefore,it is important to study the narrative path of the short videos on the"three rural issues of agriculture,the countryside and farmers"to promote the implementation of China's rural revitalization strategy.The article uses case study and literature analysis to elaborate the performance of the"three rural issues"short videos in China in terms of narrative perspective,narrative language and narrative acceptance,and explores the homogenization of narrative themes,homogenization of narrative structure,shallow narrative content,etc.of the current"three rural issues"short videos.The analysis shows that the causes of the dificulties are the lack of endogenous motivation,capital manipulation and traffic drive,and proposes the optimization strategies of enriching narrative materials,innovating narrative structure and insisting on content as king.
出处
《北京文化创意》
2023年第4期48-54,共7页
Beijing Culture Creativity
基金
湖南省教育厅“县级融媒体中心基层舆论引导力的建设与提升研究”项目(编号:21A0028)阶段性成果。
关键词
“三农”短视频
叙事学
乡村振兴
"Three rural issues"Short Video
Narratology
Rural Revitalization
作者简介
单文盛,湖南师范大学新闻与传播学院副教授,高级工程师,硕士生导师,研究方向:新媒体;彭冰莹,湖南师范大学新闻与传播学院硕士研究生,研究方向:新媒体。
