短視頻時代“土味文化”傳播現(xiàn)象透視

短視頻時代“土味文化”傳播現(xiàn)象透視一、本文概述Overviewofthisarticle隨著移動互聯(lián)網的普及和智能設備的廣泛應用，短視頻已成為大眾娛樂、信息傳播的重要渠道。短視頻以其直觀、生動、便捷的特點，迅速占領了用戶的碎片時間，塑造了一種全新的文化景觀。在這個背景下，“土味文化”作為一種獨特的文化現(xiàn)象，在短視頻平臺上迅速傳播開來，成為了一種不可忽視的文化力量。WiththepopularizationofmobileInternetandthewideapplicationofintelligentdevices,shortvideohasbecomeanimportantchannelformassentertainmentandinformationdissemination.Shortvideos,withtheirintuitive,vivid,andconvenientfeatures,quicklyoccupyusers'fragmentedtimeandshapeabrandnewculturallandscape.Inthiscontext,"unfashionableculture",asauniqueculturalphenomenon,hasspreadrapidlyontheshortvideoplatformandbecomeaculturalforcethatcannotbeignored.“土味文化”以其接地氣的表達方式、富有地域特色的內容以及貼近生活的情感共鳴，贏得了廣大網友的喜愛。它不僅是地方文化的展示，更是社會變遷的縮影，反映了當下年輕人的審美趣味和文化取向。然而，隨著“土味文化”的廣泛傳播，也出現(xiàn)了一些問題，如內容同質化、審美疲勞等，這些問題值得我們深入思考和探討。The"unfashionableculture"haswontheloveofnetizenswithitsgroundedexpression,contentrichinregionalcharacteristicsandemotionalresonanceclosetolife.Itisnotonlyadisplayoflocalculture,butalsoamicrocosmofsocialchange,reflectingtheaesthetictasteandculturalorientationofyoungpeopletoday.However,withthewidespreadof"unfashionableculture",therehavealsobeensomeproblems,suchascontenthomogenization,aestheticfatigue,etc.Theseproblemsdeserveourin-depthconsiderationanddiscussion.本文旨在透視短視頻時代“土味文化”的傳播現(xiàn)象，分析其產生的原因、發(fā)展的過程以及存在的問題。通過深入剖析“土味文化”在短視頻平臺上的表現(xiàn)形態(tài)和傳播機制，以期能夠揭示其背后的文化邏輯和社會意義。本文也將探討如何促進“土味文化”的健康發(fā)展，推動文化多樣性和創(chuàng)新性的提升。Thispaperaimstoanalyzethespreadof"unfashionableculture"intheshortvideoera,andanalyzeitscauses,developmentprocessandexistingproblems.Throughin-depthanalysisofthemanifestationandcommunicationmechanismof"unfashionableculture"ontheshortvideoplatform,wehopetorevealtheculturallogicandsocialsignificancebehindit.Thisarticlewillalsodiscusshowtopromotethehealthydevelopmentof"unfashionableculture"andpromoteculturaldiversityandinnovation.二、土味文化的定義與特點Definitionandcharacteristicsofunfashionableculture土味文化，顧名思義，是一種源于民間、充滿鄉(xiāng)土氣息的文化現(xiàn)象。在短視頻時代，土味文化以其獨特的魅力在網絡上迅速傳播開來，成為了一種廣受關注的文化現(xiàn)象。Unfashionableculture,asitsnameimplies,isaculturalphenomenonoriginatingfromthefolkandfulloflocalflavor.Intheeraofshortvideo,unfashionableculture,withitsuniquecharm,hasspreadrapidlyontheInternetandbecomeaculturalphenomenonofwideconcern.土味文化的定義可以從兩個層面來理解。從文化源頭上看，土味文化是對傳統(tǒng)鄉(xiāng)土文化的一種再現(xiàn)和傳承。它包含了豐富的民間智慧、生活習慣、民俗風情等元素，是人們對故土、對傳統(tǒng)的一種深深的眷戀和懷念。從傳播形態(tài)上看，土味文化借助短視頻等新媒體平臺，以碎片化、娛樂化、親民化的方式呈現(xiàn)給大眾，形成了一種新的文化景觀。Thedefinitionofunfashionableculturecanbeunderstoodfromtwolevels.Fromtheperspectiveofculturalsource,unfashionablecultureisareproductionandinheritanceoftraditionallocalculture.Itcontainsrichfolkwisdom,lifestylehabits,folkcustomsandotherelements,andisadeepattachmentandnostalgiaforpeople'shomelandandtradition.Fromtheperspectiveofcommunicationform,unfashionablecultureispresentedtothepublicinafragmented,entertainingandpeople-orientedwaywiththehelpofnewmediaplatformssuchasshortvideos,forminganewculturallandscape.土味文化的特點主要體現(xiàn)在以下幾個方面。一是內容的多樣性。土味文化涵蓋了生活的方方面面，無論是鄉(xiāng)村風光、地方美食，還是民間技藝、民俗活動，都可以成為土味文化的表現(xiàn)內容。二是傳播的互動性。在短視頻平臺上，土味文化的傳播不再是單向的，而是可以通過點贊、評論、分享等方式與觀眾進行互動，這種互動性使得土味文化更加接地氣、更加親民。三是風格的親民化。土味文化以其樸實無華、貼近生活的風格贏得了大眾的喜愛。它沒有華麗的包裝，沒有高大上的標簽，但卻能夠觸動人們內心最柔軟的部分，引發(fā)共鳴。Thecharacteristicsofunfashionableculturearemainlyreflectedinthefollowingaspects.Oneisthediversityofcontent.Unfashionableculturecoversallaspectsoflife.Whetheritisruralscenery,localfood,orfolkskills,folkactivities,itcanbecometheexpressionofunfashionableculture.Thesecondistheinteractivityofcommunication.Ontheshortvideoplatform,thespreadofunfashionablecultureisnolongerone-way,butcaninteractwiththeaudiencethroughlikes,comments,sharingandotherways.Thisinteractionmakesunfashionableculturemoregroundedandmorepeoplefriendly.Thethirdistheapproachablestyle.Unfashionableculturehaswonthepublic'sfavorwithitssimpleandclosetolifestyle.Itdoesn'thavefancypackagingorhigh-endlabels,butitcantouchthesoftestpartofpeople'sheartsandevokeresonance.在短視頻時代，土味文化的傳播現(xiàn)象值得我們深思。它不僅是一種文化現(xiàn)象，更是一種社會現(xiàn)象。它反映了當下年輕人的審美趣味和文化需求，也體現(xiàn)了他們對于傳統(tǒng)文化的認同和尊重。土味文化的傳播也對于推動地方文化的傳承和發(fā)展、促進城鄉(xiāng)文化交流等方面具有積極的意義。因此，我們應該以更加開放和包容的心態(tài)去理解和接納土味文化，讓它在新的時代背景下煥發(fā)出更加絢麗的光彩。Intheshortvideoera,thespreadofunfashionableculturedeservesourdeepconsideration.Itisnotonlyaculturalphenomenon,butalsoasocialphenomenon.Itreflectstheaesthetictasteandculturalneedsofyoungpeopletoday,aswellastheirrecognitionandrespectfortraditionalculture.Thespreadofunfashionablecultureisalsoofpositivesignificanceinpromotingtheinheritanceanddevelopmentoflocalcultureandpromotingculturalexchangesbetweenurbanandruralareas.Therefore,weshouldunderstandandacceptunfashionableculturewithamoreopenandinclusiveattitude,sothatitcanglowmorebrilliantinthenewerabackground.三、土味文化的產生背景Thebackgroundofunfashionableculture隨著移動互聯(lián)網的普及和短視頻平臺的崛起，我們進入了一個全新的信息傳播時代——短視頻時代。在這個時代，土味文化作為一種獨特的文化現(xiàn)象，逐漸進入了人們的視野。土味文化的產生并非偶然，它有著深刻的社會、經濟和文化背景。WiththepopularizationofmobileInternetandtheriseofshortvideoplatforms,wehaveenteredaneweraofinformationdissemination-theeraofshortvideo.Inthisera,unfashionableculture,asauniqueculturalphenomenon,hasgraduallyenteredpeople'svision.Theemergenceofunfashionablecultureisnotaccidental,ithasaprofoundsocial,economicandculturalbackground.從社會背景來看，土味文化的興起與我國的城鄉(xiāng)差距和地域文化差異密切相關。在城市化進程中，許多農村地區(qū)和偏遠地區(qū)的人們通過短視頻平臺展示自己的生活方式和文化特色，從而形成了土味文化。同時，隨著城鄉(xiāng)交流的增加，城市居民對鄉(xiāng)村生活的好奇和向往也為土味文化的傳播提供了動力。Fromtheperspectiveofsocialbackground,theriseofunfashionablecultureiscloselyrelatedtotheurban-ruralgapandregionalculturaldifferencesinChina.Intheprocessofurbanization,manypeopleinruralareasandremoteareasshowtheirlifestyleandculturalcharacteristicsthroughshortvideoplatforms,thusformingaunfashionableculture.Atthesametime,withtheincreaseofurbanandruralexchanges,thecuriosityandyearningofurbanresidentsforrurallifealsoprovideimpetusforthespreadofunfashionableculture.從經濟背景來看，短視頻平臺的興起為土味文化的傳播提供了載體。隨著智能手機的普及和移動網絡的發(fā)展，短視頻制作和觀看的成本大大降低，使得更多人能夠參與到短視頻的創(chuàng)作和分享中。同時，短視頻平臺通過算法推薦等方式，使得土味文化內容更容易被用戶發(fā)現(xiàn)和傳播。Fromtheperspectiveofeconomicbackground,theriseofshortvideoplatformprovidesacarrierforthespreadofunfashionableculture.Withthepopularizationofsmartphonesandthedevelopmentofmobilenetworks,thecostofproducingandwatchingshortvideoshasbeengreatlyreduced,allowingmorepeopletoparticipateinthecreationandsharingofshortvideos.Atthesametime,theshortvideoplatformmakesunfashionableculturalcontenteasiertobefoundandspreadbyusersthroughalgorithmrecommendationandothermethods.從文化背景來看，土味文化的產生與我國豐富的傳統(tǒng)文化和民間習俗密不可分。在短視頻中，我們可以看到許多具有地方特色的民俗活動、傳統(tǒng)手工藝和民間故事等，這些都是土味文化的重要組成部分。這些內容的傳播不僅豐富了人們的文化生活，也促進了傳統(tǒng)文化的傳承和發(fā)展。Fromtheperspectiveofculturalbackground,theemergenceofunfashionablecultureisinseparablefromChina'srichtraditionalcultureandfolkcustoms.Intheshortvideos,wecanseemanyfolkactivities,traditionalhandicraftsandfolkstorieswithlocalcharacteristics,whichareimportantcomponentsofunfashionableculture.Thedisseminationofthesecontentsnotonlyenrichespeople'sculturallife,butalsopromotestheinheritanceanddevelopmentoftraditionalculture.土味文化的產生背景是多方面的，它既是社會、經濟和文化發(fā)展的產物，也是短視頻平臺和用戶共同推動的結果。在未來，隨著短視頻平臺的不斷發(fā)展和用戶需求的不斷變化，土味文化也將繼續(xù)演變和發(fā)展。Thebackgroundofunfashionablecultureismultifaceted.Itisnotonlytheproductofsocial,economicandculturaldevelopment,butalsotheresultofthejointpromotionofshortvideoplatformandusers.Inthefuture,withthecontinuousdevelopmentofshortvideoplatformsandthechangingneedsofusers,unfashionableculturewillcontinuetoevolveanddevelop.四、土味文化的傳播方式Communicationmodeofunfashionableculture土味文化，作為一種獨特的文化現(xiàn)象，其傳播方式既具有鮮明的時代特征，又融合了多元化的媒介手段。在短視頻時代，土味文化的傳播方式主要表現(xiàn)在以下幾個方面：Unfashionableculture,asauniqueculturalphenomenon,itscommunicationmodenotonlyhasdistinctivecharacteristicsofthetimes,butalsointegratesdiversifiedmediameans.Intheshortvideoera,thedisseminationofunfashionablecultureismainlymanifestedinthefollowingaspects:短視頻平臺成為主要陣地：短視頻平臺如抖音、快手等，以其碎片化、直觀化和互動性強的特點，成為了土味文化傳播的主陣地。這些平臺上的用戶群體廣泛，既有追求新鮮刺激的年輕人，也有對傳統(tǒng)文化感興趣的中老年群體，為土味文化的傳播提供了廣闊的受眾基礎。Shortvideoplatformshavebecomethemainpositions:shortvideoplatformssuchasTiktokandKwaihavebecomethemainpositionsofunfashionableculturetransmissionduetotheirfragmentation,visualizationandstronginteraction.Theseplatformshaveawiderangeofusergroups,includingyoungpeoplewhoareseekingfreshandexciting,andmiddle-agedandoldpeoplewhoareinterestedintraditionalculture,providingabroadaudiencebaseforthespreadofunfashionableculture.網紅和KOL的推動作用：在網絡世界中，網紅和意見領袖（KeyOpinionLeader，簡稱KOL）的影響力不容忽視。他們通過分享、點評、轉發(fā)等方式，將土味文化內容傳播給更多的粉絲和關注者，從而擴大了土味文化的傳播范圍和影響力。ThedrivingroleofinternetcelebritiesandKOLs:Intheonlineworld,theinfluenceofinternetcelebritiesandKeyOpinionLeaders(KOLs)cannotbeignored.Theyspreadthecontentofunfashionableculturetomorefansandfollowersbysharing,commenting,forwardingandotherways,thusexpandingthespreadscopeandinfluenceofunfashionableculture.社交媒體的助力：微信、微博等社交媒體平臺，也為土味文化的傳播提供了重要渠道。用戶在這些平臺上分享土味視頻、評論互動、轉發(fā)擴散，進一步推動了土味文化的流行和普及。Thehelpofsocialmedia:socialmediaplatformssuchasWeChatandWeiboalsoprovideanimportantchannelforthespreadofunfashionableculture.Usersshareunfashionablevideos,commentinteraction,forwardinganddiffusionontheseplatforms,furtherpromotingthepopularityandpopularizationofunfashionableculture.線下活動的推廣：除了線上傳播，線下活動也是土味文化傳播的重要途徑。比如一些地方舉辦的土味文化節(jié)、民俗活動、鄉(xiāng)村旅游等，都能吸引大量游客和觀眾，讓他們親身體驗和了解土味文化，從而促進其傳播。Promotionofofflineactivities:Inadditiontoonlinecommunication,offlineactivitiesarealsoanimportantwaytospreadunfashionableculture.Forexample,unfashionableculturalfestivals,folkactivities,ruraltourism,etc.heldinsomeplacescanattractalargenumberoftouristsandviewers,sothattheycanexperienceandunderstandunfashionablecultureinperson,thuspromotingitsdissemination.跨文化傳播的嘗試：在全球化的背景下，土味文化也開始嘗試跨文化傳播。通過翻譯、解說、改編等方式，讓不同文化背景的受眾也能理解和接受土味文化，從而擴大了其國際影響力。Theattemptofcross-culturalcommunication:Inthecontextofglobalization,unfashionableculturealsobegantotrycross-culturalcommunication.Throughtranslation,interpretation,adaptationandotherways,audienceswithdifferentculturalbackgroundscanalsounderstandandacceptunfashionableculture,thusexpandingitsinternationalinfluence.土味文化的傳播方式多樣化、多元化，既充分利用了現(xiàn)代科技手段，又保留了傳統(tǒng)文化的魅力。這種獨特的傳播方式，不僅推動了土味文化的快速發(fā)展，也為文化多樣性的保護和傳承提供了新的可能。Thedisseminationofunfashionablecultureisdiversified,whichnotonlymakesfulluseofmodernscientificandtechnologicalmeans,butalsoretainsthecharmoftraditionalculture.Thisuniquemodeofcommunicationnotonlypromotestherapiddevelopmentofunfashionableculture,butalsoprovidesnewpossibilitiesfortheprotectionandinheritanceofculturaldiversity.五、土味文化的影響Influenceofunfashionableculture土味文化作為短視頻時代的一種獨特文化現(xiàn)象，其影響深遠且多面。它不僅塑造了一種新型的社交方式，也在某種程度上改變了人們的審美觀念和生活方式。Asauniqueculturalphenomenonintheshortvideoera,unfashionableculturehasfar-reachingandmultifacetedimpacts.Itnotonlyshapesanewwayofsocializing,butalsotosomeextentchangespeople'saestheticconceptsandlifestyle.土味文化推動了社會文化的多元化發(fā)展。它打破了傳統(tǒng)審美觀念的束縛，使得更多人能夠參與到文化的創(chuàng)造和傳播中來，使得社會文化呈現(xiàn)出更為豐富多彩的面貌。土味文化以其獨特的方式，反映了當下年輕人的生活狀態(tài)和價值觀念，為社會的文化多樣性注入了新的活力。Theunfashionableculturehaspromotedthediversifieddevelopmentofsocialculture.Itbreakstheconstraintsoftraditionalaestheticconcepts,allowingmorepeopletoparticipateinthecreationanddisseminationofculture,andpresentingamorediverseandcolorfulappearanceofsocialculture.Initsuniqueway,unfashionableculturereflectsthelivingconditionsandvaluesofthecurrentyoungpeople,andinjectsnewvitalityintotheculturaldiversityofsociety.土味文化也促進了地方文化的傳播和發(fā)展。許多土味視頻內容源于地方特色，通過短視頻平臺的傳播，使得更多人了解和接觸到各地的風土人情，推動了地方文化的傳播和發(fā)展。這種文化的傳播，不僅有助于增強地方文化的認同感，也有助于推動地方經濟的發(fā)展。Unfashionableculturealsopromotesthespreadanddevelopmentoflocalculture.Manyunfashionablevideocontentoriginatesfromlocalcharacteristics.Throughthespreadofshortvideoplatform,morepeoplecanunderstandandcontactthelocalcustoms,andpromotethespreadanddevelopmentoflocalculture.Thedisseminationofthisculturenotonlyhelpstoenhancethesenseofidentityoflocalculture,butalsopromotesthedevelopmentoflocaleconomy.然而，土味文化的影響并非全然積極。由于短視頻平臺的特性，一些土味視頻內容可能存在低俗、惡俗等問題，這些問題不僅可能影響觀眾的審美觀念，也可能對社會的文化環(huán)境產生負面影響。因此，對于土味文化的傳播，我們需要保持審慎的態(tài)度，既要看到其積極的一面，也要關注其可能帶來的問題。However,theinfluenceofunfashionablecultureisnotentirelypositive.Duetothecharacteristicsofshortvideoplatforms,someunfashionablevideocontentmayhavevulgar,vulgarandotherproblems,whichmaynotonlyaffecttheaudience'saestheticconcept,butalsohaveanegativeimpactonthesocialculturalenvironment.Therefore,weneedtomaintainaprudentattitudetowardsthespreadofunfashionableculture,notonlytoseeitspositiveside,butalsotopayattentiontotheproblemsitmaybring.土味文化作為短視頻時代的一種文化現(xiàn)象，其影響深遠且復雜。它既推動了社會文化的多元化發(fā)展，也促進了地方文化的傳播和發(fā)展。然而，我們也需要關注其可能帶來的問題，以審慎的態(tài)度對待其傳播和發(fā)展。Asaculturalphenomenonintheshortvideoera,unfashionableculturehasfar-reachingandcomplexinfluence.Itnotonlypromotesthediversifieddevelopmentofsocialculture,butalsopromotesthedisseminationanddevelopmentoflocalculture.However,wealsoneedtopayattentiontothepotentialissuesitmaybringandapproachitsdisseminationanddevelopmentwithcaution.六、土味文化的問題與挑戰(zhàn)Problemsandchallengesofunfashionableculture土味文化在短視頻時代的傳播現(xiàn)象引發(fā)了廣泛關注，其獨特的魅力與影響力不容忽視。然而，正如任何文化現(xiàn)象一樣，土味文化也面臨著一系列的問題與挑戰(zhàn)。Thespreadofunfashionablecultureintheshortvideoerahasarousedwidespreadconcern,anditsuniquecharmandinfluencecannotbeignored.However,justlikeanyculturalphenomenon,unfashionableculturealsofacesaseriesofproblemsandchallenges.土味文化的傳播往往伴隨著對邊緣和底層群體的刻板印象和偏見。在追求新奇、獨特的內容時，部分短視頻創(chuàng)作者可能過度強調和夸大某些群體的特殊性，從而加深了社會的刻板印象。這種偏見不僅可能誤導公眾對這些群體的認知，也可能對這些群體的自尊心造成傷害。Thespreadofunfashionablecultureisoftenaccompaniedbystereotypesandprejudicesagainstmarginalandbottomgroups.Whenpursuingnovelanduniquecontent,someshortvideocreatorsmayoveremphasizeandexaggeratetheuniquenessofcertaingroups,therebydeepeningsocialstereotypes.Thisbiasmaynotonlymisleadthepublic'sperceptionofthesegroups,butalsocauseharmtotheirself-esteem.土味文化的傳播過程中存在內容質量參差不齊的問題。一些短視頻創(chuàng)作者為了追求點擊率和關注度，可能忽視了內容的深度和內涵，導致土味文化的內容變得低俗、無趣。這不僅可能損害土味文化的形象和聲譽，也可能影響觀眾對短視頻平臺的整體評價。Thecontentqualityofunfashionablecultureisunevenintheprocessofdissemination.Someshortvideocreatorsmayneglectthedepthandconnotationofthecontentinordertopursuetheclickrateandattention,resultinginthecontentofunfashionableculturebecomingvulgaranduninteresting.Thismaynotonlydamagetheimageandreputationofunfashionableculture,butalsoaffecttheaudience'soverallevaluationoftheshortvideoplatform.土味文化的傳播還可能面臨版權和知識產權的問題。一些短視頻創(chuàng)作者可能未經授權就使用他人的作品或創(chuàng)意，這不僅侵犯了他人的合法權益，也可能阻礙土味文化的健康發(fā)展。Thespreadofunfashionableculturemayalsofacecopyrightandintellectualpropertyissues.Someshortvideocreatorsmayuseotherpeople'sworksorcreativitywithoutauthorization,whichnotonlyviolatesthelegitimaterightsandinterestsofothers,butalsomayhinderthehealthydevelopmentofunfashionableculture.土味文化的傳播還可能受到政策和監(jiān)管的影響。隨著短視頻平臺的快速發(fā)展，政府和相關機構可能加強對短視頻內容的監(jiān)管和管理，以維護社會秩序和公共利益。這可能對土味文化的傳播和發(fā)展產生一定的影響和挑戰(zhàn)。Thespreadofunfashionableculturemayalsobeaffectedbypoliciesandregulations.Withtherapiddevelopmentofshortvideoplatforms,thegovernmentandrelevantinstitutionsmaystrengthenthesupervisionandmanagementofshortvideocontenttomaintainsocialorderandpublicinterests.Thismayhaveacertainimpactandchallengeonthespreadanddevelopmentofunfashionableculture.土味文化在短視頻時代的傳播現(xiàn)象雖然具有獨特的魅力和影響力，但也面臨著一系列的問題與挑戰(zhàn)。為了解決這些問題和應對這些挑戰(zhàn)，我們需要從多個方面入手，包括加強公眾教育、提高內容質量、保護知識產權和遵守政策法規(guī)等。只有這樣，土味文化才能在短視頻時代持續(xù)健康發(fā)展，并為社會文化的發(fā)展做出更大的貢獻。Althoughthespreadofunfashionablecultureintheshortvideoerahasuniquecharmandinfluence,italsofacesaseriesofproblemsandchallenges.Toaddresstheseissuesandchallenges,weneedtoapproachthemfrommultipleaspects,includingstrengtheningpubliceducation,improvingcontentquality,protectingintellectualpropertyrights,andcomplyingwithpoliciesandregulations.Onlyinthiswaycanunfashionableculturecontinuetodevelophealthilyintheshortvideoeraandmakegreatercontributionstothedevelopmentofsocialculture.七、結論Conclusion隨著短視頻平臺的快速崛起，土味文化作為一種獨特的傳播現(xiàn)象，逐漸走進了大眾的視野。通過對土味文化在短視頻時代的傳播現(xiàn)象進行透視，我們可以清晰地看到其背后所蘊含的社會文化價值和影響力。Withtherapidriseofshortvideoplatforms,unfashionableculture,asauniquecommunicationphenomenon,hasgradually