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游戏范式下三农短视频的传播实践研究——基于“蜀中桃子姐”的个案考察

A Study on the Communication Practice of Three Rural Short Video Under the Game Paradigm —A Case Investigation Based on “Shu Zhong Tao Zi Jie”

China News Review / 2022,3(2): 66-76 / 2022-05-05 632 905

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• Authors: 黎诗雯     
• Information:

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• Keywords: Rural communication; Three rural; Short video; Game paradigm 乡村传播；三农；短视频；游戏范式
• Abstract: The short video “three rural hot” has become a social phenomenon in the context of rural revitalization. Based on the perspective of communication game theory, this study explores how the game paradigm can be used in the future communication of short videos in three rural areas to achieve effective communication. Taking the account “Shu Zhong Tao Zi Jie” as the observation object, using observation and interview methods, the study focuses on two issues: first, the content type, communication characteristics, and creative practices of this typical representative of short video creators. The second is the audience’s experience and identification induced by the above-mentioned communication practices. The study concludes that the creators are communicators who wander between “work” and “play”, while the audiences are freedom people who move from self-pleasuring to self-improvement. Finally, suggestions are made for the future development of short videos of three rural based on the game paradigm. 乡村振兴背景下的短视频“三农热”已然成为一种社会现象，研究结合传播游戏观的视角，从个案出发探讨三农短视频如何运用游戏范式在未来传播中实现有效传播。以抖音账号“蜀中桃子姐”为观测对象，采用观察法与访谈法，着力探究两个问题：一是“蜀中桃子姐”作为三农创作者的典型代表，其所呈现的内容类型、传播特征及其创作实践；二是上述传播实践所引发的受众体验与心理认同。研究认为三农创作者是游走于“工作”与“游戏”之间的传播者，而受众则是从自我取悦走向自我提升的自由人。最后基于游戏范式对三农短视频的未来发展提出建议。
• DOI: https://doi.org/10.35534/cnr.0302006
• Cite: 黎诗雯．游戏范式下三农短视频的传播实践研究——基于“蜀中桃子姐”的个案考察［J］．中国新闻评论，2022，3（2）：
  66-76．