A Study on Cultural Identity Construction of Rural-Themed Short Videos from the Perspective of Political Economy of Communication
Against the backdrop of advancing comprehensive rural revitalization,rural-themed short videos have become a crucial medium and carrier for rural culture,attracting widespread attention both domestically and internationally. The construction of cultural identity plays a significant role in this process. Analyzing rural-themed short videos as research texts reveals that their cultural identity construction centers on four key ele-ments:daily language and behavior,occupation,values,and imagery. From the perspective of the political econ-omy of communication,the context of cultural identity construction involves political,economic,cultural,and technological dimensions. However,challenges such as organizational interpretation,labor distribution,cultural ethos,and technological visibility hinder the effective construction of cultural identity in rural-themed short videos. To address these issues,it is necessary to create a favorable policy environment,improve creators'in-come,utilize the guiding role of media,and adjust technological visibility support. These measures aim to opti-mize the cultural identity construction of rural-themed short videos,providing strong support for rural cultural dissemination and comprehensive rural revitalization.
political economy of communicationshort videocultural identityrural revitalizationrural culture
万方数据
维普
