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Research on “Three Agricultures” Short Videos Based on Data and Text ― A Case Study of "YANMAI Travel" on Bilibili

  • The Journal of Study on Language and Culture of Korea and China
  • Abbr : JSLCKC
  • 2024, (71), pp.497-520
  • DOI : 10.16874/jslckc.2024..71.018
  • Publisher : Korean Society of Study on Chinese Languge and Culture
  • Research Area : Humanities > Chinese Language and Literature
  • Received : January 10, 2024
  • Accepted : February 20, 2024
  • Published : February 28, 2024

Yan Kui 1

1아주대학교

Accredited

ABSTRACT

China has long been an agricultural country undergoing a transition from traditional to modern, with issues related to agriculture, rural areas, and farmers constantly in focus. China has achieved stable agricultural production, rural stability, and steadily increasing incomes for farmers with scientific and technological support and local government's efforts from 2012 to 2021, the first decade of rural revitalization. In the process of implementing the rural revitalization strategy and amidst changing urban-rural population, a number of short videos addressing the “Three Agriculture Issues” (a short term for the issues concerning agriculture, countryside, and farmers), such as rural living, modern countryside, and other aspects of rural life have emerged on internet platforms. This paper selected a well-known “Three Agriculture” uploader "YANMAI Travel" on Bilibili as the analytical object, and observed the agricultural situation and narrative strategies in the videos based on the video data and text analysis. It is concluded that the “Three Agriculture Issues” situations presented by "YANMAI Travel" were as follows: the agriculture is mainly small-scale production by family farms and small-scale farmers; the rural natural scenery is beautiful, with simple and robust rural customs and warmth; farmers are ordinary and simple, hardworking, sincere and kind. At the same time, the video of "YANMAI Travel" also exposed problems such as rural hollowing, low levels of mechanization, and unsmooth sales of agricultural products. It has been found that the narrative strategy of "YANMAI Travel" possessed a practical orientation through in-depth exploration. Firstly, it gradually established the connection between “Three Agriculture” and the outside world in a progression from "countryside-town-city", this connection is based on the substantial relationship in real-life situations. Secondly, the two major video types of "YANMAI Travel" ——daily videos and vegetable-selling videos echoed each other in front and behind and complemented each other in the narrative. Finally, combining individual narratives and group narratives made the “Three Agriculture Issues” narrative more diverse and three-dimensional. In the context of decreasing rural populations and the hollowing out of rural areas, the rural revitalization practice of "YANMAI Travel" provided a new approach to solving these issues to some extent.

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