Abstract:

As an important part of the rural discourse, rural variety shows are responsible for reflecting the development of China's countryside and telling China's rural stories. Over time, traditional rural variety shows have gone through two phases, namely "cultural tourism promotion" and "life experience", and have followed the logic of urban-rural dichotomy. Based on the analysis of its cultural logic and value symptoms, the study suggests the new rural variety show as an inevitable program paradigm and provides a definition for it. Combined with the analysis of the discourse strategy of the network variety show "Let's Plant", the study points out that the discourse goals of the new rural variety shows should be directed towards the transformation from urban subjectivity to urban-rural intersubjectivity, from landscape space to production space, and from short-term empowerment to long-term development. The shift in discourse strategy of the new rural variety art is conducive to building the desired countryside, which is of great significance to the realization of rural revitalization and common prosperity in the new era.

Key words: country variety, new country variety, ruralrevitalisation, "Let's Plant", rural discourse