Research on Short Video and Rural Image Shaping from the Perspective of Media Context Theory -Take TikTok Platform as an Example

With the booming development of short video platforms, the interaction between new media and rural image provides a new perspective for the implementation of rural revitalization strategies. Based on the media context theory, this paper adopts the content analysis method to disassemble and analyze the content of the "Three Rural Issues" short videos and their comment areas on the TikTok platform. It is found that the short video platform effectively conveys farmers' life, rural environment, and agricultural activities with the help of media technology, which to a certain extent shapes the public's positive impression of the countryside. Meanwhile, in the rural media context constructed by short videos, the public's social interaction behavior has also changed, endowing the rural image with new contemporary meanings.