中國農業短視頻的傳播策略之研究

Abstract

摘要 隨著短視頻平臺成為新媒體傳播的主流之一。農業短視頻的新媒體型態應運而生並成為推動農業和鄉村振興的重要力量。本研究透過使用者問卷調查，篩選李子柒、三農發佈和東方甄選等三個典型案例為研究對象，對農業短視頻的傳播及發展進行了深入分析，揭示了其優勢、困境以及未來發展的策略。本研究歸納農業短視頻傳播內容以傳統農業文化、土地資源和鄉村故事等為主要內容，其傳播風格則以生活化、親民化和情感化為主要特徵。這些農業新媒體主要通過社交媒體和視頻平臺進行傳播，通過深入挖掘農業文化、發掘農村故事等特色內容，獲得了廣泛的傳播和認可。簡言之，農業短視頻在推動農業和鄉村振興方面發揮了巨大的作用。 然而，在農業短視頻傳播的過程中，出現了一些困境。首先，農業短視頻創作者和平臺之間的競爭越來越激烈，創作者需要不斷創新才能脫穎而出。其次，創作者為了獲得關注和流量，過分強調標題以及視覺效果，導致內容單一同質化、低俗化等問題，影響其可持續發展。最後，仍存在品牌形象建設不足、粉絲互動維護不力等問題。 最後，本研究從制度、技術和人文三個方面提出農業短視頻持續發展的策略建議。首先，政府應該加大對農業新媒體的扶持力度，平臺應該通過加強監管引導和樹立價值規範等方式推進合理發展。其次，農業新媒體需要借助多個平臺宣傳吸引受眾，建立獨特品牌形象，活躍粉絲互動，維護粉絲粘性等多種技術手段。最後，農業新媒體應堅持以人為本，提高責任意識，增強品牌文化建設。

ABSTRACT With short video platforms becoming one of the mainstreams of new media communication. Agricultural media has emerged and become an important force in promoting agricultural and rural revitalization. This study focuses on three typical cases: Li Ziqi, Sannong Release, and Dongfang Zhenxuan based on the results of a user questionnaire survey. An in-depth analysis was conducted on the dissemination and development of agricultural short videos, revealing their advantages, challenges, and future development strategies. This study summarizes the main content of agricultural short video dissemination, which includes traditional agricultural culture, land resources, and rural stories. Its dissemination style is characterized by a lifestyle oriented, people-oriented, and emotional approach. These agricultural related new media are mainly disseminated through social media and video platforms, and have gained widespread dissemination and recognition through in-depth exploration of agricultural culture, rural stories, and other characteristic content. In short, agricultural short videos have played a huge role in promoting agricultural and rural revitalization. However, some difficulties have arisen in the dissemination of agricultural short videos. Firstly, the competition between agricultural short video creators and platforms is becoming increasingly fierce, and creators need to constantly innovate in order to stand out. Secondly, creators overly emphasize titles and visual effects in order to gain attention and traffic, resulting in problems such as content being single, homogeneous, and vulgar, which affects its sustainable development. Finally, there are still issues such as insufficient brand image construction and inadequate fan interaction maintenance. Finally, this study proposes strategic recommendations for the sustainable development of agricultural short videos from three aspects: institutional, technological, and humanistic. Firstly, the government should increase its support for agricultural new media, and platforms should promote rational development through strengthening regulatory guidance and establishing value norms. Secondly, agricultural new media needs to use multiple platforms to promote and attract audiences, establish a unique brand image, activate fan interaction, maintain fan stickiness, and other technical means. Finally, agricultural new media should adhere to people-oriented principles, enhance sense of responsibility, and enhance brand culture construction.