Research on the Narrative of Traditional Chinese Culture Dissemination through Agricultural Short Videos in the Context of Rural Revitalization

DOI: https://doi.org/10.62517/jnme.202510402

Author(s)

Hao Sun, Xiaodi Wang, Faxin Qi

Affiliation(s)

Yantai Vocational College, Yantai, Shandong, China

Abstract

In the context of the deepening implementation of the rural revitalization strategy, agricultural short videos emerge as a new media form that connects urban and rural areas, playing a crucial role in disseminating traditional Chinese culture and revitalizing rural cultural vitality. Current academic research on agricultural short videos primarily focuses on content production or economic empowerment, with insufficient systematic exploration of their narrative logic and practical pathways for disseminating traditional culture. This study aims to reveal the narrative characteristics, mechanisms, and optimization strategies of agricultural short videos in transmitting traditional Chinese culture within the framework of rural revitalization. Utilizing literature research, narrative analysis, and interdisciplinary approaches, the study builds an analytical framework of "Rural Revitalization - Media Narrative - Cultural Dissemination," grounded in the intrinsic relationship between rural revitalization and cultural communication. By examining the narrative subjects, content, structure, and symbols, it systematically analyzes the textual features and dissemination patterns of traditional cultural narratives in agricultural short videos. Furthermore, it explores their mechanisms in cultural transmission and urban-rural identity construction, as well as existing challenges. The research finds that agricultural short videos achieve modern reinterpretation of traditional culture through everyday narratives and localized expressions; however, issues such as narrative homogenization and superficial cultural symbols persist. Consequently, this study proposes optimization paths, such as differentiated narratives and technological empowerment, providing theoretical insights and practical guidance to enhance the effectiveness of traditional cultural dissemination and support rural cultural revitalization.

Keywords

Rural Revitalization; Agricultural Short Videos; Traditional Chinese Culture; Narrative Dissemination; Media Research

References

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