The Practical Exploration of New Farmers in Ganzi Prefecture Promoting Rural Revitalization through Short Video Sales from the Perspective of Scene Dissemination

Abstract

From the perspective of scene communication theory, this study, based on scene communication theory, analyzed more than 200 short videos of 12 new farmers and found that the construction of content scenes, communication scenes, and consumption scenes has played a role in broadening sales channels, promoting employment, inheriting culture, and promoting the integration of agriculture, culture and tourism. But there are also problems such as content homogeneity, weak operational capacity, poor supply chain, and low conversion rate. Based on this, optimization paths are proposed from four dimensions: in-depth content development, enhanced digital literacy, improved supply chain, and policy empowerment, to provide references for the high-quality development of short-video sales by new farmers in Ganzi Prefecture and similar ethnic areas.