Strategies for Short Video Production of Agriculture,Rural Area and Farmers in the New Media Era:a Case Study of the Hunan-based New Farmer Account"Xiangye Hongjie"
Against the backdrop of the continuous advancement of the rural revitalization strategy and the vigorous development of the rural economy,the creative community for the short videos of agriculture,rural areas and farmers has rapidly expanded."Xiangye Hongjie",as a leading short video account of agriculture,rural areas and farmers in Hunan,boasts over 10 million followers across all platforms,with more than 6 million followers on Tik Tok.In the new media era,where the traditional film and television industry is facing challenges,the account manager"Hongjie",Gong Hongyu,has successfully transitioned from traditional film and television production at Hunan Television to short video creation within five years,achieving the"breakthrough".This paper takes the account of the new farmer"Hongjie"as a case study,and focuses on the short video track of agriculture,rural areas and farmers.This paper conducts an in-depth exploration of enhancement strategies for content production from three perspectives of creative ecology,narrative patterns and audiovisual techniques.It aims to provide universities with practically significant insights and references for cultivating film and television talents in the new media era,as well as to offer traditional film and television producers a creative optimization pathway to adapt to the new industry ecology.Furthermore,it strives to further promote the prosperity and development of short video creation on the themes of agriculture,rural areas and farmers,so as to facilitate the in-depth implementation of the rural revitalization strategy.
agriculture,rural areas and farmersshort videoXiangye Hongjietraditional film and television
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