From the Perspective of Media Constructivism, an Analysis of the Reconstruction of Rural Media Images by Short Videos of New farmers in Ganzi Prefecture

Abstract

From the perspective of media constructivism, new farmers in Ganzi Prefecture, relying on short-video platforms, independently construct the rural media image from a local perspective. Based on the official public data of Ganzi Prefecture from 2023 to 2025, this paper explores the path of new farmers' short video reconstruction of rural image from four aspects: natural landscape, ethnic culture, production and life, and industrial value, and finds that new farmers’ short video has effectively increased local cultural and tourism revenue, online retail sales of agricultural products, and income of rural residents. But there are still problems in the image construction, such as superficial content, cultural symbolization, narrative homogeneity and dissemination fragmentation. Based on this, this paper proposes four optimization paths: deep narrative, cultural orientation, brand building, and collaborative communication, to provide practical references for rural image communication and rural revitalization in ethnic areas.