An in-depth analysis of the communication value and promotion path of "three rural" short videos under the new media perspective: Taking Tiktok’s "New Farmers" as an example

In the era of traditional media, farmers had few opportunities to express themselves and were mainly the "receiving end" of information. With the support of new media network technology, "three rural" short video is explosive growth, "three rural" short video has become a "new agricultural tools". The short-video platform has become a new stage for showcasing rural nature, local customs and special products. This paper explores the path of enhancement in the development process of "three rural" short videos by investigating and studying the "new farmer" programme of Jitterbug as an example. Solve the problem of video homogenisation and excessive traffic among them. This suggests the need for policies such as building a talent pool, deepening creative endeavours and leveraging brand thinking.