游戲范式下三農短視頻的傳播實踐研究

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”

Li Shiwen

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 audiences 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.

Key words： Rural communication; Three rural; Short video; Game paradigm

摘 要：鄉村振興背景下的短視頻“三農熱”已然成為一種社會現象，研究結合傳播游戲觀的視角，從個案出發探討三農短視頻如何運用游戲范式在未來傳播中實現有效傳播。以抖音賬號“蜀中桃子姐”為觀測對象，采用觀察法與訪談法，著力探究兩個問題：一是“蜀中桃子姐”作為三農創作者的典型代表，其所呈現的內容類型、傳播特征及其創作實踐;二是上述傳播實踐所引發的受眾體驗與心理認同。研究認為三農創作者是游走于“工作”與“游戲”之間的傳播者， 而受眾則是從自我取悅走向自我提升的自由人。最后基于游戲范式對三農短視頻的未來發展提出建議。

關鍵詞：鄉村傳播;三農;短視頻;游戲范式

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