新农人短视频中农村女性角色的塑造实践

The Shaping Practice of Rural Women’s Roles in New Farmers’ Short Videos

摘要: 本文以抖音为研究场景，探讨新农人短视频中农村女性角色的塑造实践。研究发现，2020年“新农人计划”启动前后，女性头部角色从“贤妻良母”“家庭活宝”等家庭导向类型，转变为“创业带头人”“文化传播者”等社会领域多元形象。角色塑造依托“政策–平台–创作者”三方联动：国家乡村振兴政策提供方向，抖音通过流量、培训、数据反馈赋能，创作者以自我表达与受众互动注入情感内核。但流量逻辑下，角色面临异化风险：形象刻板化、功能娱乐化、价值单一化。研究提出，需通过三方协同平衡流量与本真，推动农村女性角色塑造回归多元真实，为乡村振兴女性形象传播提供参考。

Abstract: This paper takes Douyin as the research scenario to explore the shaping practice of rural women’s roles in new farmers’ short videos. The study finds that around the launch of the “New Farmers Program” in 2020, the role types of female key figures have shifted from family-oriented ones such as “virtuous wives and good mothers” and “family jesters” to diverse social roles including “entrepreneurial leaders” and “cultural communicators”. The role shaping relies on the tripartite linkage of “policy-platform-creator”: national rural revitalization policies provide the direction; Douyin empowers through traffic support, training, and data feedback; creators inject emotional cores through self-expression and audience interaction. However, under the logic of traffic, the roles face the risk of alienation: stereotyped images, entertainment-oriented functions, and simplified values. The research proposes that it is necessary to balance traffic and authenticity through tripartite collaboration, promote the shaping of rural women’s roles to return to diversity and reality, and provide reference for the dissemination of women’s images in rural revitalization.