From the "Consumption Landscape" to the "Responsibility Landscape": A Study on the Multimodal Discourse Construction of Agri-tourism in Short Videos by Environmental NGOs

Abstract

This paper explores how environmental non-governmental organizations (NGOs) use short videos to construct environmental discourses and reshape the visual representation of agri-tourism, a field with economic and ecological dual attributes. Based on representative short videos of domestic environmental NGOs, it adopts multimodal discourse analysis and case study methods to analyze how these organizations deconstruct the traditional "pure leisure" and "pastoral romance" images of agri-tourism, and reshape it into a composite environmental issue involving ecological sustainability, community well-being and responsible consumption through the coordination of narrative strategies, linguistic frameworks, visual symbols and sound elements. The study finds that environmental NGOs have transformed agri-tourism from a "consumption landscape" to a "responsibility landscape" via constructing a "crisis-solution" narrative framework, integrating emotional and scientific rhetoric, and using contrasting visual symbols and professional audio-visual language, guiding the public from "leisure tourists" to "ecological citizens". This study reveals the innovative communication logic of environmental organizations in the digital age, and provides theoretical and practical references for environmental communication and agri-tourism sustainable development.