The Visual Presentation of Images in Rural China and Cultural Communication: The Text Analysis Based on Users’ Short Video Productions


The popularity of mobile networks has promoted the development of socialization of the media, and changed the way of images presentation in rural China in the past, which was literary records or film-based narratives. As a result, the rural space has entered the Internet public communication. In particular, the ' conspiracy' between short video platforms and individual expression desires makes short videos as one of the most important ways for users to record their lives and express their emotions, such as YouTube, Tik Tok in China, and Kwai in China. This study takes two short video platforms (Tik Tok, Kwai) in China as research objects, selects short videos about villages created by users on the platform as samples, analyzes video texts and interactive contents, and explores the images of Chinese villages in short videos which also represent the current situation of rural cultural communication in China. From the perspective of development communication, the functional positioning of the short video platform is 'real and record', and it highlights the consciousness of 'you' and 'self', which improve the subjectivity of farmers' cultural expression, and broaden public communication channels and self-presentation fields. Through the analysis of the communication effects of video texts, it shows that the images in rural China are formed in the interaction between media presentation and the public. Under the enlargement of media effect, the cultural break of China's urban-rural dual structure has been bridged in cyberspace, and the indigenous culture and pop culture coexist and develop. Although the transformation of media technology and communication methods has promoted the modernization process of the village, the visual presentation of rural images and cultural communication have hidden practical contradictions. From the perspective of media critical analysis, short videos have become a daily way to express themselves in Chinese villages. As a result, users and video contents have become the 'watched media spectacle', featuring entertainment and publicity in cyberspace at the same time. Although the development demands of the platform, users, and market work together on the productions, the publicity and cultural values of videos cannot be ignored. Attention to rural development issues and reflection of public issues should be taken into consideration and to promote rural governance and cultural communication.