Research on Mechanism, Dilemma and Path of Short Video Empowering Rural Revitalization from the Perspective of New Media

Abstract

Against the backdrop of the deep integration of new media and China’s rural revitalization strategy, short video platforms are profoundly reshaping the narratives and practical pathways of rural development. This study employs a SWOT analysis to systematically examine the mechanisms and challenges of short video platforms in empowering this transformation. The analysis reveals that the core Strengths of these platforms lie in their decentralized content production model and precise algorithmic distribution. Conversely, their primary Weaknesses include content homogenization and inconsistent quality, driven by a “culture industry” logic that risks creating a stigmatized image of rural areas. Externally, significant Opportunities arise from national strategic support and growing market demand for “nostalgia consumption.”However, these are counterbalanced by realistic Threats, such as the value distortion caused by a “traffic-first” mentality and the limitations of algorithmic “echo chambers.” Consequently, this paper proposes a systematic optimization path across four dimensions: 1) combining top-level policy design with multi-stakeholder collaborative governance; 2) fostering a dual-drive of talent cultivation and content innovation; 3) promoting cultural empowerment alongside regional brand building; and4) coordinating technological optimization with “short video+” industrial integration. By outlining these paths, this research aims to provide theoretical and practical references for platform governance, policy formulation, and implementation in the context of rural revitalization.