Assessing the Impact of Rural Short Videos on the Transmission of Vernacular Culture in the Age of We-Media

Abstract

The short video industry has overgrown due to the digital transformation of media communication. The dissemination of short videos has led to the "two-way communication" of rural regional culture in the state and abroad. Many scholars have conducted in-depth studies on short video dissemination and discourse expression. On the basis of these studies, this paper takes Xi Jinping's important statement on the development of media integration and the construction of regional culture as the core point. This paper mainly adopts the literature analysis method. The study shows that rural short videos, as the leading force in the era of We-Media, connect local culture and local specialties through the Internet and contribute to the revitalization of the countryside in the fields of culture and economy. At the same time, media reality interacts with social reality through short rural videos, which perpetuates the rural memory of the public. The research suggests that short video creators should improve their own quality and optimize short video content. Creators should also pay attention to the use of expressions in line with the norms of public discourse in short videos, so as to achieve a positive interaction between media reality and social reality.