短视频时代“土味文化”传播现象透视

短视频时代“土味文化”传播现象透视一、本文概述Overviewofthisarticle随着移动互联网的普及和智能设备的广泛应用，短视频已成为大众娱乐、信息传播的重要渠道。短视频以其直观、生动、便捷的特点，迅速占领了用户的碎片时间，塑造了一种全新的文化景观。在这个背景下，“土味文化”作为一种独特的文化现象，在短视频平台上迅速传播开来，成为了一种不可忽视的文化力量。WiththepopularizationofmobileInternetandthewideapplicationofintelligentdevices,shortvideohasbecomeanimportantchannelformassentertainmentandinformationdissemination.Shortvideos,withtheirintuitive,vivid,andconvenientfeatures,quicklyoccupyusers'fragmentedtimeandshapeabrandnewculturallandscape.Inthiscontext,"unfashionableculture",asauniqueculturalphenomenon,hasspreadrapidlyontheshortvideoplatformandbecomeaculturalforcethatcannotbeignored.“土味文化”以其接地气的表达方式、富有地域特色的内容以及贴近生活的情感共鸣，赢得了广大网友的喜爱。它不仅是地方文化的展示，更是社会变迁的缩影，反映了当下年轻人的审美趣味和文化取向。然而，随着“土味文化”的广泛传播，也出现了一些问题，如内容同质化、审美疲劳等，这些问题值得我们深入思考和探讨。The"unfashionableculture"haswontheloveofnetizenswithitsgroundedexpression,contentrichinregionalcharacteristicsandemotionalresonanceclosetolife.Itisnotonlyadisplayoflocalculture,butalsoamicrocosmofsocialchange,reflectingtheaesthetictasteandculturalorientationofyoungpeopletoday.However,withthewidespreadof"unfashionableculture",therehavealsobeensomeproblems,suchascontenthomogenization,aestheticfatigue,etc.Theseproblemsdeserveourin-depthconsiderationanddiscussion.本文旨在透视短视频时代“土味文化”的传播现象，分析其产生的原因、发展的过程以及存在的问题。通过深入剖析“土味文化”在短视频平台上的表现形态和传播机制，以期能够揭示其背后的文化逻辑和社会意义。本文也将探讨如何促进“土味文化”的健康发展，推动文化多样性和创新性的提升。Thispaperaimstoanalyzethespreadof"unfashionableculture"intheshortvideoera,andanalyzeitscauses,developmentprocessandexistingproblems.Throughin-depthanalysisofthemanifestationandcommunicationmechanismof"unfashionableculture"ontheshortvideoplatform,wehopetorevealtheculturallogicandsocialsignificancebehindit.Thisarticlewillalsodiscusshowtopromotethehealthydevelopmentof"unfashionableculture"andpromoteculturaldiversityandinnovation.二、土味文化的定义与特点Definitionandcharacteristicsofunfashionableculture土味文化，顾名思义，是一种源于民间、充满乡土气息的文化现象。在短视频时代，土味文化以其独特的魅力在网络上迅速传播开来，成为了一种广受关注的文化现象。Unfashionableculture,asitsnameimplies,isaculturalphenomenonoriginatingfromthefolkandfulloflocalflavor.Intheeraofshortvideo,unfashionableculture,withitsuniquecharm,hasspreadrapidlyontheInternetandbecomeaculturalphenomenonofwideconcern.土味文化的定义可以从两个层面来理解。从文化源头上看，土味文化是对传统乡土文化的一种再现和传承。它包含了丰富的民间智慧、生活习惯、民俗风情等元素，是人们对故土、对传统的一种深深的眷恋和怀念。从传播形态上看，土味文化借助短视频等新媒体平台，以碎片化、娱乐化、亲民化的方式呈现给大众，形成了一种新的文化景观。Thedefinitionofunfashionableculturecanbeunderstoodfromtwolevels.Fromtheperspectiveofculturalsource,unfashionablecultureisareproductionandinheritanceoftraditionallocalculture.Itcontainsrichfolkwisdom,lifestylehabits,folkcustomsandotherelements,andisadeepattachmentandnostalgiaforpeople'shomelandandtradition.Fromtheperspectiveofcommunicationform,unfashionablecultureispresentedtothepublicinafragmented,entertainingandpeople-orientedwaywiththehelpofnewmediaplatformssuchasshortvideos,forminganewculturallandscape.土味文化的特点主要体现在以下几个方面。一是内容的多样性。土味文化涵盖了生活的方方面面，无论是乡村风光、地方美食，还是民间技艺、民俗活动，都可以成为土味文化的表现内容。二是传播的互动性。在短视频平台上，土味文化的传播不再是单向的，而是可以通过点赞、评论、分享等方式与观众进行互动，这种互动性使得土味文化更加接地气、更加亲民。三是风格的亲民化。土味文化以其朴实无华、贴近生活的风格赢得了大众的喜爱。它没有华丽的包装，没有高大上的标签，但却能够触动人们内心最柔软的部分，引发共鸣。Thecharacteristicsofunfashionableculturearemainlyreflectedinthefollowingaspects.Oneisthediversityofcontent.Unfashionableculturecoversallaspectsoflife.Whetheritisruralscenery,localfood,orfolkskills,folkactivities,itcanbecometheexpressionofunfashionableculture.Thesecondistheinteractivityofcommunication.Ontheshortvideoplatform,thespreadofunfashionablecultureisnolongerone-way,butcaninteractwiththeaudiencethroughlikes,comments,sharingandotherways.Thisinteractionmakesunfashionableculturemoregroundedandmorepeoplefriendly.Thethirdistheapproachablestyle.Unfashionableculturehaswonthepublic'sfavorwithitssimpleandclosetolifestyle.Itdoesn'thavefancypackagingorhigh-endlabels,butitcantouchthesoftestpartofpeople'sheartsandevokeresonance.在短视频时代，土味文化的传播现象值得我们深思。它不仅是一种文化现象，更是一种社会现象。它反映了当下年轻人的审美趣味和文化需求，也体现了他们对于传统文化的认同和尊重。土味文化的传播也对于推动地方文化的传承和发展、促进城乡文化交流等方面具有积极的意义。因此，我们应该以更加开放和包容的心态去理解和接纳土味文化，让它在新的时代背景下焕发出更加绚丽的光彩。Intheshortvideoera,thespreadofunfashionableculturedeservesourdeepconsideration.Itisnotonlyaculturalphenomenon,butalsoasocialphenomenon.Itreflectstheaesthetictasteandculturalneedsofyoungpeopletoday,aswellastheirrecognitionandrespectfortraditionalculture.Thespreadofunfashionablecultureisalsoofpositivesignificanceinpromotingtheinheritanceanddevelopmentoflocalcultureandpromotingculturalexchangesbetweenurbanandruralareas.Therefore,weshouldunderstandandacceptunfashionableculturewithamoreopenandinclusiveattitude,sothatitcanglowmorebrilliantinthenewerabackground.三、土味文化的产生背景Thebackgroundofunfashionableculture随着移动互联网的普及和短视频平台的崛起，我们进入了一个全新的信息传播时代——短视频时代。在这个时代，土味文化作为一种独特的文化现象，逐渐进入了人们的视野。土味文化的产生并非偶然，它有着深刻的社会、经济和文化背景。WiththepopularizationofmobileInternetandtheriseofshortvideoplatforms,wehaveenteredaneweraofinformationdissemination-theeraofshortvideo.Inthisera,unfashionableculture,asauniqueculturalphenomenon,hasgraduallyenteredpeople'svision.Theemergenceofunfashionablecultureisnotaccidental,ithasaprofoundsocial,economicandculturalbackground.从社会背景来看，土味文化的兴起与我国的城乡差距和地域文化差异密切相关。在城市化进程中，许多农村地区和偏远地区的人们通过短视频平台展示自己的生活方式和文化特色，从而形成了土味文化。同时，随着城乡交流的增加，城市居民对乡村生活的好奇和向往也为土味文化的传播提供了动力。Fromtheperspectiveofsocialbackground,theriseofunfashionablecultureiscloselyrelatedtotheurban-ruralgapandregionalculturaldifferencesinChina.Intheprocessofurbanization,manypeopleinruralareasandremoteareasshowtheirlifestyleandculturalcharacteristicsthroughshortvideoplatforms,thusformingaunfashionableculture.Atthesametime,withtheincreaseofurbanandruralexchanges,thecuriosityandyearningofurbanresidentsforrurallifealsoprovideimpetusforthespreadofunfashionableculture.从经济背景来看，短视频平台的兴起为土味文化的传播提供了载体。随着智能手机的普及和移动网络的发展，短视频制作和观看的成本大大降低，使得更多人能够参与到短视频的创作和分享中。同时，短视频平台通过算法推荐等方式，使得土味文化内容更容易被用户发现和传播。Fromtheperspectiveofeconomicbackground,theriseofshortvideoplatformprovidesacarrierforthespreadofunfashionableculture.Withthepopularizationofsmartphonesandthedevelopmentofmobilenetworks,thecostofproducingandwatchingshortvideoshasbeengreatlyreduced,allowingmorepeopletoparticipateinthecreationandsharingofshortvideos.Atthesametime,theshortvideoplatformmakesunfashionableculturalcontenteasiertobefoundandspreadbyusersthroughalgorithmrecommendationandothermethods.从文化背景来看，土味文化的产生与我国丰富的传统文化和民间习俗密不可分。在短视频中，我们可以看到许多具有地方特色的民俗活动、传统手工艺和民间故事等，这些都是土味文化的重要组成部分。这些内容的传播不仅丰富了人们的文化生活，也促进了传统文化的传承和发展。Fromtheperspectiveofculturalbackground,theemergenceofunfashionablecultureisinseparablefromChina'srichtraditionalcultureandfolkcustoms.Intheshortvideos,wecanseemanyfolkactivities,traditionalhandicraftsandfolkstorieswithlocalcharacteristics,whichareimportantcomponentsofunfashionableculture.Thedisseminationofthesecontentsnotonlyenrichespeople'sculturallife,butalsopromotestheinheritanceanddevelopmentoftraditionalculture.土味文化的产生背景是多方面的，它既是社会、经济和文化发展的产物，也是短视频平台和用户共同推动的结果。在未来，随着短视频平台的不断发展和用户需求的不断变化，土味文化也将继续演变和发展。Thebackgroundofunfashionablecultureismultifaceted.Itisnotonlytheproductofsocial,economicandculturaldevelopment,butalsotheresultofthejointpromotionofshortvideoplatformandusers.Inthefuture,withthecontinuousdevelopmentofshortvideoplatformsandthechangingneedsofusers,unfashionableculturewillcontinuetoevolveanddevelop.四、土味文化的传播方式Communicationmodeofunfashionableculture土味文化，作为一种独特的文化现象，其传播方式既具有鲜明的时代特征，又融合了多元化的媒介手段。在短视频时代，土味文化的传播方式主要表现在以下几个方面：Unfashionableculture,asauniqueculturalphenomenon,itscommunicationmodenotonlyhasdistinctivecharacteristicsofthetimes,butalsointegratesdiversifiedmediameans.Intheshortvideoera,thedisseminationofunfashionablecultureismainlymanifestedinthefollowingaspects:短视频平台成为主要阵地：短视频平台如抖音、快手等，以其碎片化、直观化和互动性强的特点，成为了土味文化传播的主阵地。这些平台上的用户群体广泛，既有追求新鲜刺激的年轻人，也有对传统文化感兴趣的中老年群体，为土味文化的传播提供了广阔的受众基础。Shortvideoplatformshavebecomethemainpositions:shortvideoplatformssuchasTiktokandKwaihavebecomethemainpositionsofunfashionableculturetransmissionduetotheirfragmentation,visualizationandstronginteraction.Theseplatformshaveawiderangeofusergroups,includingyoungpeoplewhoareseekingfreshandexciting,andmiddle-agedandoldpeoplewhoareinterestedintraditionalculture,providingabroadaudiencebaseforthespreadofunfashionableculture.网红和KOL的推动作用：在网络世界中，网红和意见领袖（KeyOpinionLeader，简称KOL）的影响力不容忽视。他们通过分享、点评、转发等方式，将土味文化内容传播给更多的粉丝和关注者，从而扩大了土味文化的传播范围和影响力。ThedrivingroleofinternetcelebritiesandKOLs:Intheonlineworld,theinfluenceofinternetcelebritiesandKeyOpinionLeaders(KOLs)cannotbeignored.Theyspreadthecontentofunfashionableculturetomorefansandfollowersbysharing,commenting,forwardingandotherways,thusexpandingthespreadscopeandinfluenceofunfashionableculture.社交媒体的助力：微信、微博等社交媒体平台，也为土味文化的传播提供了重要渠道。用户在这些平台上分享土味视频、评论互动、转发扩散，进一步推动了土味文化的流行和普及。Thehelpofsocialmedia:socialmediaplatformssuchasWeChatandWeiboalsoprovideanimportantchannelforthespreadofunfashionableculture.Usersshareunfashionablevideos,commentinteraction,forwardinganddiffusionontheseplatforms,furtherpromotingthepopularityandpopularizationofunfashionableculture.线下活动的推广：除了线上传播，线下活动也是土味文化传播的重要途径。比如一些地方举办的土味文化节、民俗活动、乡村旅游等，都能吸引大量游客和观众，让他们亲身体验和了解土味文化，从而促进其传播。Promotionofofflineactivities:Inadditiontoonlinecommunication,offlineactivitiesarealsoanimportantwaytospreadunfashionableculture.Forexample,unfashionableculturalfestivals,folkactivities,ruraltourism,etc.heldinsomeplacescanattractalargenumberoftouristsandviewers,sothattheycanexperienceandunderstandunfashionablecultureinperson,thuspromotingitsdissemination.跨文化传播的尝试：在全球化的背景下，土味文化也开始尝试跨文化传播。通过翻译、解说、改编等方式，让不同文化背景的受众也能理解和接受土味文化，从而扩大了其国际影响力。Theattemptofcross-culturalcommunication:Inthecontextofglobalization,unfashionableculturealsobegantotrycross-culturalcommunication.Throughtranslation,interpretation,adaptationandotherways,audienceswithdifferentculturalbackgroundscanalsounderstandandacceptunfashionableculture,thusexpandingitsinternationalinfluence.土味文化的传播方式多样化、多元化，既充分利用了现代科技手段，又保留了传统文化的魅力。这种独特的传播方式，不仅推动了土味文化的快速发展，也为文化多样性的保护和传承提供了新的可能。Thedisseminationofunfashionablecultureisdiversified,whichnotonlymakesfulluseofmodernscientificandtechnologicalmeans,butalsoretainsthecharmoftraditionalculture.Thisuniquemodeofcommunicationnotonlypromotestherapiddevelopmentofunfashionableculture,butalsoprovidesnewpossibilitiesfortheprotectionandinheritanceofculturaldiversity.五、土味文化的影响Influenceofunfashionableculture土味文化作为短视频时代的一种独特文化现象，其影响深远且多面。它不仅塑造了一种新型的社交方式，也在某种程度上改变了人们的审美观念和生活方式。Asauniqueculturalphenomenonintheshortvideoera,unfashionableculturehasfar-reachingandmultifacetedimpacts.Itnotonlyshapesanewwayofsocializing,butalsotosomeextentchangespeople'saestheticconceptsandlifestyle.土味文化推动了社会文化的多元化发展。它打破了传统审美观念的束缚，使得更多人能够参与到文化的创造和传播中来，使得社会文化呈现出更为丰富多彩的面貌。土味文化以其独特的方式，反映了当下年轻人的生活状态和价值观念，为社会的文化多样性注入了新的活力。Theunfashionableculturehaspromotedthediversifieddevelopmentofsocialculture.Itbreakstheconstraintsoftraditionalaestheticconcepts,allowingmorepeopletoparticipateinthecreationanddisseminationofculture,andpresentingamorediverseandcolorfulappearanceofsocialculture.Initsuniqueway,unfashionableculturereflectsthelivingconditionsandvaluesofthecurrentyoungpeople,andinjectsnewvitalityintotheculturaldiversityofsociety.土味文化也促进了地方文化的传播和发展。许多土味视频内容源于地方特色，通过短视频平台的传播，使得更多人了解和接触到各地的风土人情，推动了地方文化的传播和发展。这种文化的传播，不仅有助于增强地方文化的认同感，也有助于推动地方经济的发展。Unfashionableculturealsopromotesthespreadanddevelopmentoflocalculture.Manyunfashionablevideocontentoriginatesfromlocalcharacteristics.Throughthespreadofshortvideoplatform,morepeoplecanunderstandandcontactthelocalcustoms,andpromotethespreadanddevelopmentoflocalculture.Thedisseminationofthisculturenotonlyhelpstoenhancethesenseofidentityoflocalculture,butalsopromotesthedevelopmentoflocaleconomy.然而，土味文化的影响并非全然积极。由于短视频平台的特性，一些土味视频内容可能存在低俗、恶俗等问题，这些问题不仅可能影响观众的审美观念，也可能对社会的文化环境产生负面影响。因此，对于土味文化的传播，我们需要保持审慎的态度，既要看到其积极的一面，也要关注其可能带来的问题。However,theinfluenceofunfashionablecultureisnotentirelypositive.Duetothecharacteristicsofshortvideoplatforms,someunfashionablevideocontentmayhavevulgar,vulgarandotherproblems,whichmaynotonlyaffecttheaudience'saestheticconcept,butalsohaveanegativeimpactonthesocialculturalenvironment.Therefore,weneedtomaintainaprudentattitudetowardsthespreadofunfashionableculture,notonlytoseeitspositiveside,butalsotopayattentiontotheproblemsitmaybring.土味文化作为短视频时代的一种文化现象，其影响深远且复杂。它既推动了社会文化的多元化发展，也促进了地方文化的传播和发展。然而，我们也需要关注其可能带来的问题，以审慎的态度对待其传播和发展。Asaculturalphenomenonintheshortvideoera,unfashionableculturehasfar-reachingandcomplexinfluence.Itnotonlypromotesthediversifieddevelopmentofsocialculture,butalsopromotesthedisseminationanddevelopmentoflocalculture.However,wealsoneedtopayattentiontothepotentialissuesitmaybringandapproachitsdisseminationanddevelopmentwithcaution.六、土味文化的问题与挑战Problemsandchallengesofunfashionableculture土味文化在短视频时代的传播现象引发了广泛关注，其独特的魅力与影响力不容忽视。然而，正如任何文化现象一样，土味文化也面临着一系列的问题与挑战。Thespreadofunfashionablecultureintheshortvideoerahasarousedwidespreadconcern,anditsuniquecharmandinfluencecannotbeignored.However,justlikeanyculturalphenomenon,unfashionableculturealsofacesaseriesofproblemsandchallenges.土味文化的传播往往伴随着对边缘和底层群体的刻板印象和偏见。在追求新奇、独特的内容时，部分短视频创作者可能过度强调和夸大某些群体的特殊性，从而加深了社会的刻板印象。这种偏见不仅可能误导公众对这些群体的认知，也可能对这些群体的自尊心造成伤害。Thespreadofunfashionablecultureisoftenaccompaniedbystereotypesandprejudicesagainstmarginalandbottomgroups.Whenpursuingnovelanduniquecontent,someshortvideocreatorsmayoveremphasizeandexaggeratetheuniquenessofcertaingroups,therebydeepeningsocialstereotypes.Thisbiasmaynotonlymisleadthepublic'sperceptionofthesegroups,butalsocauseharmtotheirself-esteem.土味文化的传播过程中存在内容质量参差不齐的问题。一些短视频创作者为了追求点击率和关注度，可能忽视了内容的深度和内涵，导致土味文化的内容变得低俗、无趣。这不仅可能损害土味文化的形象和声誉，也可能影响观众对短视频平台的整体评价。Thecontentqualityofunfashionablecultureisunevenintheprocessofdissemination.Someshortvideocreatorsmayneglectthedepthandconnotationofthecontentinordertopursuetheclickrateandattention,resultinginthecontentofunfashionableculturebecomingvulgaranduninteresting.Thismaynotonlydamagetheimageandreputationofunfashionableculture,butalsoaffecttheaudience'soverallevaluationoftheshortvideoplatform.土味文化的传播还可能面临版权和知识产权的问题。一些短视频创作者可能未经授权就使用他人的作品或创意，这不仅侵犯了他人的合法权益，也可能阻碍土味文化的健康发展。Thespreadofunfashionableculturemayalsofacecopyrightandintellectualpropertyissues.Someshortvideocreatorsmayuseotherpeople'sworksorcreativitywithoutauthorization,whichnotonlyviolatesthelegitimaterightsandinterestsofothers,butalsomayhinderthehealthydevelopmentofunfashionableculture.土味文化的传播还可能受到政策和监管的影响。随着短视频平台的快速发展，政府和相关机构可能加强对短视频内容的监管和管理，以维护社会秩序和公共利益。这可能对土味文化的传播和发展产生一定的影响和挑战。Thespreadofunfashionableculturemayalsobeaffectedbypoliciesandregulations.Withtherapiddevelopmentofshortvideoplatforms,thegovernmentandrelevantinstitutionsmaystrengthenthesupervisionandmanagementofshortvideocontenttomaintainsocialorderandpublicinterests.Thismayhaveacertainimpactandchallengeonthespreadanddevelopmentofunfashionableculture.土味文化在短视频时代的传播现象虽然具有独特的魅力和影响力，但也面临着一系列的问题与挑战。为了解决这些问题和应对这些挑战，我们需要从多个方面入手，包括加强公众教育、提高内容质量、保护知识产权和遵守政策法规等。只有这样，土味文化才能在短视频时代持续健康发展，并为社会文化的发展做出更大的贡献。Althoughthespreadofunfashionablecultureintheshortvideoerahasuniquecharmandinfluence,italsofacesaseriesofproblemsandchallenges.Toaddresstheseissuesandchallenges,weneedtoapproachthemfrommultipleaspects,includingstrengtheningpubliceducation,improvingcontentquality,protectingintellectualpropertyrights,andcomplyingwithpoliciesandregulations.Onlyinthiswaycanunfashionableculturecontinuetodevelophealthilyintheshortvideoeraandmakegreatercontributionstothedevelopmentofsocialculture.七、结论Conclusion随着短视频平台的快速崛起，土味文化作为一种独特的传播现象，逐渐走进了大众的视野。通过对土味文化在短视频时代的传播现象进行透视，我们可以清晰地看到其背后所蕴含的社会文化价值和影响力。Withtherapidriseofshortvideoplatforms,unfashionableculture,asauniquecommunicationphenomenon,hasgradually