Innovative vitality of rural fashion from media youth

Wu Yingqiu Ma of Suzhou University With the acceleration of rural revitalization strategy, more and more small and medium-sized video platforms have been popularized in rural videos, creating many classic images of "new farmers". Weibo's "Li Ziqi" can be said to be the originator of "rural network celebrities". The countryside in her video has changed the rough and noisy feeling of the era of "old iron" and "called wheat" and is full of exquisiteness and romance, so the countryside has become the ideal embodiment of rural life in the hearts of young people. Subsequently, the rural theme videos were divided into two schools. One school continued Li's oriental aesthetic style, such as Peng Chuanming and Dendrobium Girl, and the rural style derived from it, such as Kang Zi Farmer and He Miaomiao's Rural Life. The other school, inspired by Li Ziqi's idea of e-commerce, revitalizes the countryside by "bringing goods" and establishing brands, such as watermelon video "Qiao Nv Jiu Mei" and Tik Tok's "Peach Sister of Zhongshu". Fast-paced camera language, such as "Zhang Classmate" and "Handsome Farmer and Bird Brother", shows a more simple rural landscape. The rural theme video, which focuses on daily life such as farming, cooking and looking at houses, satisfies the audience's curiosity and recollection of the countryside, but also narrows the image of farmers and rural areas. In the fierce competition of rural theme videos, there are a group of unique young people, such as Lu, Long Long is not fashionable, Wen Fang, and Di Spicy Boy, which broke the news in April this year, opening up a rural fashion "track" and symbolizing the unique innovative culture of rural youth. The image of the collision between the rustic countryside and the modern youth leads us to think about how to re-understand the contemporary rural youth and how the contemporary youth affects the countryside. In the inherent concept that fashion dreams release innovative vitality, rural tradition is conservative, which seems to be out of tune with the fashion circle that advocates pioneer and individuality. Why do young people in rural areas do fashion? In terms of practical factors, the countryside is suitable for young people to realize their fashion dreams. On the one hand, the countryside brings familiarity and comfort to young people, reducing their life pressure; On the other hand, the cheap materials that can be seen everywhere in rural areas reduce the creative cost of young people and inspire them to turn waste into treasure and turn decay into magic. In the video of "Lu", blankets and nylon bags became his long skirt; Wooden barrels and bamboo baskets became his accessories; The fields in his hometown are the venue for his barefoot catwalk. For the rural youth who love fashion, the countryside is no longer a place where creativity is scarce and exhausted. On the contrary, many creators believe that the countryside has nurtured them and brought them rich creative inspiration. The deeper reason comes from the persistence and persistence of rural fashion youth in their dreams. In fact, many rural youths are fashion lovers and have fashion dreams. After studying or working, some of these rural youths learn fashion pictorial, imitate fashion modeling, and some create and release fashion-themed videos with their own understanding and imagination of fashion. Those young people who insist on coming to the short video outlets in rural areas return home to become full-time self-media creators. Successful country fashion is a combination of hobbies, ideals, courage and action. In order to realize their fashion dreams, they dare to think and do, turn their hobbies into the ultimate creativity, and become individuals who can master or even change their personal destiny through trial and error and persistence. Fashion dream refines fashion spirit, which is a spirit of breaking through self and challenging solidified thoughts. Rural youth like He Lu belongs to a special category in traditional aesthetics. In an interview, Longlong was exposed as a "mother" by her peers because of her feminine behavior when she was young. However, their love of fashion has resisted prejudice, stimulated creativity, and spawned a "I" who is good at insight and feeling life, good at expressing and showing myself, and full of more possibilities. Personal aesthetics, creative desire and practical ability are highly integrated. In the process of creating fashion, rural youth are no longer "spiritual guys" and "killing Matt", but groups with personal opinions and the pursuit of ultimate creativity because of their dreams, full of innovative vitality. In the contrast between the rural rustic background and fashionable youth, a new aesthetic order has been established, and a more inclusive rural culture has gradually formed. Innovation and self-confidence inspired the online youth "bottom hot boy" to launch the topic challenge of "how to become an international supermodel" in Tik Tok, which generated 930 million viewers and attracted a large number of young people from rural backgrounds to return to the countryside to create fashion. Fashion has made rural youth gain innovative self-confidence that does not exclude rural identity, is not limited to rural stereotypes, and is not defined by rural areas. Rural youth who love fashion have also created new fashions. While blurring the boundary between beauty and ugliness and reshaping the aesthetic taste in rural areas, they constantly infect and inspire other young people on the internet with creativity and creativity. After collecting and analyzing the media youth's comments on the videos released by Country Fashion, it is found that although some voices express that they don't understand and can't appreciate it, the vast majority of viewers are positive about its creation, showing an attitude of recognition, admiration and care. The approval attitude is mainly the evaluation of "good-looking", "like" and "feeling"; The attitude of admiration is that the viewer regards the creator as a spiritual role model and expresses the feelings of "this is art" and "being himself"; The audience who expresses caring attitude regards the creator as a partner, worries about the dangers encountered in the creative process, worries about being discussed, and gives evaluations such as "Come on". It can be seen that the emotional reaction of Internet youth to rural videos has changed from curiosity and watching the excitement to being inspired and encouraged, and actively participating in the interaction of offering advice and suggestions for creators. Internet youths admire the talents, aesthetics and expressiveness of rural fashion youth, marvel at the contrast and shock presented by the video, and are moved by the attitude of rural fashion youth who love life, study hard and are full of tenacity, and then reflect on themselves. The audience finds emotional resonance, emotional projection and even spiritual sustenance from the strong contrast between the creator's identity and creative ability, which has an important impact on the personality development, career planning, creative spirit and motivation of the majority of teenagers. Innovation, vitality and reconstruction of rural image While paying attention to high-tech in the era of "double innovation", these ideas and creative activities derived from local flavor are also an indispensable part of the innovation ecosystem. In the process of constantly creating rural fashion, self-media youth have built a vague zone between urban and rural areas, which has played a role in connecting urban and rural areas, linking urban and rural youth, and communicating youth's dreams and reality, and is of great significance to the construction of rural innovative culture. Circle innovation and vitality to build a talent village. With its unique creative source, spontaneous creative consciousness and low-cost creative mode, rural fashion has gradually formed an attractive innovation circle. Many creators include friends and relatives around them in video shooting, and gradually attract more professional colleagues to form a "micro-team". There are also many creators who quickly gathered more young talents in rural areas by signing MCN institutions. Under the influence of commercial power, rural areas have more opportunities for economic development and talent circulation. Cultural innovation and vitality to create a personalized village. Many rural fashions have devoted themselves to the innovative propaganda of rural culture from the media youth, such as the series of videos filmed "Long Long Not Fashionable" endorsing agricultural products in their hometown, and the ongoing series of creations of "Shooting fashion blockbusters for 100 villages", all of which show the unique features and culture of the countryside in a fashionable way; Tik Tok's "An Amethyst" shows the minority culture in Guangxi through a fashion blockbuster with a sense of contrast. The vitality of social innovation has created an inclusive countryside. In addition to changing fate, rural fashion has the imagination of becoming famous and the sense of social responsibility from the media youth. Tik Tok's "Chen Chun [Fashion Plan for Rural Mothers]" makes fashion models for rural mothers over 70 years old, and takes photos and videos, which not only expresses the care for the rural elderly, but also creates a harmonious and moving rural image. "Long Long is not fashionable" has turned grandma into a modern old lady and a "spicy child at the bottom" and robbed grandpa of his hat. With more and more young people participating in the creation of short and medium videos, and the setting of many young people including villagers and interactive plots in the camera, rural thoughts are developing in a more open and inclusive direction, and the acceptance of new things in rural areas is gradually improving with the feedback of media youth on rural fashion. The countryside is the potential of innovation. What is the countryside? Is it the logic of "explosion" of short and medium videos, or the key to cultivating "network celebrities"? Is it an economy with business opportunities or a cultural body different from the city? These fashionable young people may be telling us that international and pioneering behaviors can also occur in rural areas, rural culture can break through itself, and rural areas will become more inclusive and innovative. The countryside is not a "springboard" or a drainage model for fame, but a place where the innovation potential lies. In addition to the "realization" path such as live broadcast and advertisement implantation, it is more important to explore the power to truly empower and feed back the countryside. On the one hand, young people living in rural areas and full of innovation potential form an attractive rural youth innovation circle through social media, unite offline teams and online fans with personal creative charm as the core, show the innovative spirit and value of rural youth, and reshape the rural image. On the other hand, the countryside is no longer a symbol of "rusticity", but a fertile ground that is more tolerant of young people's innovation, attracts more young people to return home, opens up new paths for young people to find jobs and start businesses, and promotes the countryside to become a place where innovation and vitality are generated. (The author Wu Yingqiu is a doctoral student at the School of Communication of Suzhou University, and Ma is a professor and doctoral supervisor at the School of Communication of Suzhou University. )