Communications in Humanities Research ISSN: 2753-7072
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Research Article

Image Construction of Chinese Rural Culture on Short Video Platforms --The Case of " Classmate Zhang"

Yuetong ZhangCommunication University of China*

* Corresponding author: [email protected]

Abstract

Short videos of rural culture have become a hot topic in China under the new media environment. Rural culture has also been reconstructed by short video creators and viewers because of the popularity of rural short videos. “Classmate Zhang” is one of the more typical examples. As a short video platform, the formation of the phenomenon that triggers a lot of attention to the dissemination of rural culture - “Classmate Zhang”, in the video influences people’s attitude towards rural culture through the extensive use of many types of symbols. Among them, the rural symbols play their value and realize rural culture dissemination by carrying as well as spreading cultural connotations and triggering emotional resonance among viewers. This study centers on the use of rural symbols in short rural videos, the way they have used the meanings they are constructed, and how symbols can be better utilized to achieve rural cultural communication.

Keywords: rural short video; village symbol; village picture; image construction; Chinese rural culture
Published: December 7, 2023
DOI: 10.54254/2753-7064/18/20231175
Volume: CHR Vol.18
pp. 239-247
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