维吾尔族新农人短视频的多模态话语与身份建构

Multimodal Discourse and Identity Construction in Short Videos Featuring New Farmers from the Uyghur Ethnic Group

摘要: 在乡村振兴背景下，短视频已成为推广农村形象、促进农产品流通的重要媒介，维吾尔族“新农人”凭借短视频制作门槛低、传播速度快、交互性强等特点快速成长，为乡村振兴贡献自己的力量。该研究论文以抖音平台五位维吾尔族“新农人”博主为研究对象，运用多模态话语分析理论，考察了35条短视频中的文字、声音与画面三种模态如何协同作用，建构其话语身份。研究发现，三种模态分别承担着标识身份、营造真实和承载文化的功能，共同塑造了返乡创业青年、乡村生活记录者、助农行动组织者与传统文化传承者四重话语身份，最后还探讨了平台逻辑、商业化压力、区域社会文化背景以及争议性评论对博主身份建构的潜在影响与制约。文章旨在拓展多模态话语分析的范畴，并为相关领域的短视频创作者提供参考。

Abstract: Against the backdrop of rural revitalization, short videos have become an important medium for promoting the image of rural areas and facilitating the distribution of agricultural products. Uyghur “new farmers” have rapidly emerged, leveraging the low barriers to entry, fast dissemination, and high interactivity of short video production to contribute to rural revitalization. This research paper focuses on five Uyghur “new farmers” who are content creators on the Douyin platform. Using multimodal discourse analysis theory, it examines how the three modalities—text, sound, and visuals—in 35 short videos work together to construct their discursive identities. The study found that the three modalities—text, sound, and visuals—respectively serve the functions of identifying identity, creating authenticity, and conveying culture, collectively shaping four discursive identities: returnee entrepreneurs, chroniclers of rural life, organizers of agricultural support initiatives, and preservers of traditional culture. Finally, the study explores the potential impacts and constraints on bloggers’ identity construction posed by platform logic, commercial pressures, regional sociocultural contexts, and controversial comments. The article aims to expand the scope of multimodal discourse analysis and provide guidance for short-video creators in related fields.