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| The Pictorial Construction of the Rural World: The Writing of “Rural Image” in Contemporary Chinese Short Video Culture |
| CHAI Dong-dong |
| School of Cultural Creativity and Media, Hangzhou Normal University, Hangzhou, Zhejiang, 311121 |
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Abstract “Rural image” is a kind of visible and perceptible image generated by the reproduction and construction of the rural world by the media, which is not only the basic path for people to recognize, understand and interpret the countryside, but also an important representation of rural culture. Contemporary Chinese short video culture promotes the appearance of a new “rural image” and realizes the reconstruction of rural visibility in the process of displaying rural customs, things, scenery and tastes. The new “rural image” follows the production logic of image-picture, which has the attributes of landscape and world. Landscape attribute means that short video culture separates the countryside from the real context and becomes a dispersed image landscape, including three levels of physical image, cognitive image and communication image. World attribute means that short video culture builds a new rural image information field, which itself is the living situation and media. It generates an invisible perceptual structure, connects the world of the presenter and the world of the viewer, and provides new world experience for both. “Rural image” is an image system integrating technology and culture, which harmonizes the relationship between image aesthetic taste and rural aesthetic taste, so that different subjects form a common perception basis. At the same time, it is also the contemporary reconstruction of the experience of Chinese rural culture from classical to modern. It is a complex of recognizable spiritual and physical images with “rural” elements, and an important “method” to understand contemporary Chinese rural culture.
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Received: 12 August 2023
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2023, Vol. 40 
