乡村美食类短视频的传播策略研究——以“猪小毛”抖音号为例

乡村美食类短视频的传播策略研究一一以“猪小毛”抖音号为例摘要随着移动互联网技术的快速发展和短视频平台的兴起，乡村美食类短视频已成为传播乡村文化、促进农产品销售的重要载体。本文以抖音平台账号“猪小毛”为研究案例，运用案例分析法、内容分析法和深度访谈法，系统考察了乡村美食类短视频的传播策略。研究发现，“猪小毛”通过真实场景再现、情感化叙事和精准受众定位等策略，成功构建了差异化内容生态。同时，本文也揭示了当前乡村美食类短视频发展中存在的同质化严重、商业化过度等问题，并在内容优化、品牌建设、跨领域协同合作等方面提出了优化传播策略的建议。以期能为美食类短视频的内容生产和传播提供借鉴和参考，同时为乡村类短视频的创新发展提供理论参考和实践指导，为美食类短视频的内容生产和传播提供借鉴和参考。关键词：乡村美食：短视频：传播策略1ABSTRACTWith the rapid development of mobile Internet technology and the rise ofshort video platforms,short videos of rural food have become animportantcarrier for disseminating rural culture and promoting the sales of agriculturalproducts.This paper takes the head account "Zhu Xiaomao"on the Douyinplatform as a case study,and uses the case analysis method,contentanalysis method and in-depth interview method to systematically investigate thecommunication strategy and effect of rural food short videos.The studyfound that"Zhu Xiaomao”has successfully built adifferentiatedcontentecologythrough strategies such as real scene reproduction.emotionalstorytelling,and accurate audience positioning.At the same time,this paperalsoreveals the problemsof serious homogenizationandexcessivecommercialization in the current development of rural food short videos,andputs forward suggestions for optimizing communication strategies in terms ofcontentoptimization,brand building,and cross-field collaboration.In order toprovide reference for the content production and dissemination of food shortvideos,and to provide theoretical reference and practical guidance for theinnovation and development of rural short videos.In order to providereference for the content production and dissemination of food short videos.Keywords:rural cuisine;short videos;communication strategies2目录第1章绪论...51.1研究背景与意义..1.1.1研究背景...51.1.2研究意义...1.2国内外研究现状....61.2.1国内研究现状..1.2.2国外研究现状..61.3研究方法及主要创新点..71.3.1研究方法...71.3.2主要创新点...7第2章乡村美食类短视频概述..·2.1乡村美食类短视频的概念...0…72.2乡村美食类短视频兴起的原因........82.1.1政策推动与农村发展需求..…82.1.2短视频平台的技术赋能...。.82.3传播影响力........……9第3章“猪小毛”抖音短视频的内容与用户分析.93.1“猪小毛”抖音短视频概况...................93.2“猪小毛”抖音短视频内容呈现特点...............103.2.1传播主体.103.2.2“猪小毛”抖音短视频的内容量、呈现方式及效果......103.2.3“猪小毛”短视频内容呈现特点..113.3“猪小毛”抖音短视频受众情况分析..·113.3.1受众群体情况.…113.3.2受众观看情况.....12第4章“猪小毛”抖音短视频传播状况调查分析.…124.1传播内容分析.........124.1.1地域性特征明显.......124.1.2视听元素增强受众体验.……124.3传播受众..….134.3.1固粉能力突出.........1334.3.2受众对视频类型偏好....134.4传播手段.......144.4.1多平台定时分发...144.4.2选择MCN机构协助运营...144.5传播中的问题分析........154.5.1缺乏持续创新能力...1545.2无法满足受众个性化需求.…154.5.3创作者权益难以维护..................164.5.4营销力度欠缺..16第5章立足未来发展的美食类短视频的传播策略.…·175.1改进传播主体..175.1.1引进专业团队....175.1.2流量化：明星加持..175.2瞄准受众需求，调整互动策略.....185.2.1明确目标受众，实现需求细分...............185.2.2及时定时更新，培养受众观看习惯..185.3拓展传播内容，深化传播主体.......185.3.1创新性主题开发..185.3.2传播内容实物化，避免过度浮夸娱乐..·195.4传播媒介优化......195.4.1线上线下相结合，提升品牌宣传力............195.4.2优化流程，加强技术监测和人工审核.............20参考文献..23致谢.…25附录..264