Why did the short video of rural life become popular? (Online China)
In the past two years, the shooting of "nostalgic rural life" videos has been very popular among the public.
In today's fast-paced era, the theme of rural slow life that rises at sunrise and ends at sunset is being yearned by more and more people, especially urban residents.
Pastoral life "looks addicted"
Mottled red brick house, painted cabinets, small pink floral curtains, keys hidden by the window, teasing cats, feeding dogs, catching fish, growing vegetables, buying meat in the town... This is a Douyin blogger" A common scene in the short video of "Classmate Zhang".
It is such an ordinary rural life, but "Classmate Zhang" exploded out of the circle, and even appeared on Beijing Satellite TV's New Year's Eve party.
Since the first video was released on October 4 last year, "Classmate Zhang" has accumulated more than 18 million fans and received more than 72 million likes through more than 50 original videos.
Songshu Village, Jianyi Town, Yingkou City, Liaoning Province, where Zhang is located, has also become a check-in place for fans.
Many netizens said: "I never thought that I would be so addicted to the daily life in the countryside."
Most of the rural life videos show the authentic rural life and the local customs behind it.
As "Classmate Zhang" said: "The rural life is different from the urban life. In the spring, the fields are cleaned and planted, the summer is fertilized and the grass is harvested, the autumn corn is harvested, and the winter is in the mountains to cut firewood. There are endless farm work all year round. Unfinished subject matter.”
Tian Li, director of the Internet Development Research Center of Peking University, said in an interview with this newspaper that while pursuing a modern scientific and technological life, people have a deep yearning for the countryside.
The emergence of rural life videos satisfies this kind of emotional projection, and also gives some viewers an opportunity to briefly escape the pressure of real life, so it is welcomed by the public.
Li Yongjian, director of Internet Economic Research at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, analyzed that people who have lived in rural areas see nostalgia, while those who don't have such experience see novelty. Coupled with the influence of China's thousands of years of farming culture, multiple factors have contributed to the The popularity of rural themed videos.
"Sannong" video is popular
In recent years, with the improvement of rural network infrastructure and the popularization of intelligent terminals, the degree of rural informatization has been continuously improved.
On this basis, short videos, by virtue of their "short, flat, and fast" technical characteristics and dissemination characteristics, bring rural areas, farmers and agricultural goods into the field of view of more people, and play an important role in dissolving the urban-rural boundary and solving the temporal and spatial gap between urban and rural areas. small effect.
"Sannong" related content has become an important part of short video platforms.
As of December 2021, there are more than 40,000 creators of "Sannong" with over 10,000 followers on Douyin.
In the whole year of 2021, "Sannong" related videos on Douyin will be played more than 4.2 billion times a day on average.
According to the "2021 Douyin "Sannong" Data Report", in the past year, among the most popular "Sannong" video content on Douyin, the top rankings were rural life, rural food and "Sannong" e-commerce.
Tian Li believes that with the rapid development of media technology, the digital communication space begins to reconstruct the relationship between the city and the countryside.
People's collective memory and overall cognition of the countryside are no longer limited to physical physical space and life scenes. The rural flavor, wildness and new rural appearance reflected by new media products have reshaped the public's rural impression.
Fragmented short videos and graphic information reconstruct the rural memory of "digital natives".
Well-known bloggers such as "Classmate Zhang" not only build the rural impression of the younger generation of netizens in China, but also build the memory of netizens around the world about the Chinese countryside.
However, at present, the quality of such topics is mixed, and there are still bad phenomena such as vulgar, shoddy, and imitation.
In this regard, Tian Li believes that long-term viewing will definitely lead to the survival of the fittest. Only videos with high quality, high level and high feelings will attract the attention of audiences at home and abroad for a long time.
Rural revitalization has a head start
In an interview, "Classmate Zhang" once expressed his hope to help villagers sell agricultural products online.
The reporter learned that among the creators of "Sannong", many new farmers have begun to use e-commerce to promote their hometown's special agricultural products.
Take the creator "Chuanxiang Qiuyue" as an example. She used to work in an assembly line factory. After returning to her hometown of Luzhou, Sichuan, she shot a short video of farming and doing farm work.
One of the videos of grinding Douhua has gained more than 500,000 followers.
With the increase of fans, she founded her own agricultural product brand and sold radishes through e-commerce, successfully realizing "bringing goods for hometown".
The relevant person in charge of Douyin said that starting in August 2020, the platform will launch a new farmer plan to support the creation of “three rural” content in all aspects from traffic support, operation training, and monetization guidance.
In 2021, Douyin will help the creators of "Sannong" to solve problems such as insufficient exposure through various activities such as "Rural Master Class" and "Chinese Farmers Harvest Festival", so that the beautiful countryside can be seen by more people.
It is reported that these activities are aimed at discovering rural creators, inspiring them to create long-term creations around rural beauty, gourmet specialties, characteristic folk customs, production labor, etc., and promote the development of rural industries.
In addition to using high popularity to spread the unique cultural landscape of the countryside, promote rural tourism, and expand the sales of agricultural products, the new farmers who create rural life videos are themselves an important force in rural revitalization.
Experts said that if young people have a stage to play in the countryside and have their own survival value, it is actually a kind of talent revitalization, which will promote further innovation and development in the countryside.