近年来，随着数字乡村建设的大力推进，乡村信息基础设施建设不断完善，智能手机广泛普及并逐渐成为新时代农民的“新农具”。尤其是自2016年直播元年开启、短视频时代来临，新农人短视频的蓬勃发展让我们看到了媒介载体在促进乡村发展上的巨大能量。或许未来让那些真正懂乡村、真正爱乡村并耕耘在乡村一线的农民自己成为网红，借助流量红利为自己的产品和家乡代言也不失为一种正向可持续的乡村发展之路。因此，研究探讨当下新农人短视频实现可持续健康发展并服务于整体乡村振兴建设的良策，就显得颇具现实意义。
本文以新农人短视频助力乡村振兴的实践案例为研究对象，选定J县新农人短视频助力县域乡村振兴的实践案例作为研究样本，通过对样本县域新农人助力乡村振兴实践情况的整体调查考察和针对当地新农人短视频创作者开展深入访谈，基于城乡社会学的理论分析框架对J县新农人短视频助力乡村振兴的案例特征进行分析概括，得出新农人短视频助力乡村振兴已取得的成效和当前面临的现实困境。研究发现，新农人短视频助力乡村振兴的实践过程中存在短视频内容质量和创新不足、品牌维护不到位、专业人才匮乏等突出问题。通过对问题的进一步成因分析，归纳概括出相应的困境跨越策略即采取多方协同助力乡村发展、挖掘整合利用优势资源和加速孵化优质乡土人才等方式。
最后，着眼于新农人短视频的在地化媒介实践对其更好助力乡村振兴的优化提升策略进行总结。其一，通过推动乡村共建共享、拓宽乡村发展空间、激活乡村发展动力和凝聚乡村治理合力等路径实现新农人短视频与乡村振兴互动互促发展。其二，以社会工作视角切入，探讨提升新农人短视频助力乡村振兴效果的社会工作实务优化策略。首先社会工作者要采取因地制宜的在地化实践方式；其次社会工作者应整合专业角色和专业方法，同时又要明确自身的专业界限和专业能力局限；再而社会工作者应将对内激活与对外联动相结合；最后是社工应善用“互联网+社会工作”模式助力专业社工服务开展，善用媒介力量打造真正走向大众的、立体化的、直观化的、“活”起来的社工专业形象。

In recent years, with the vigorous promotion of digital village construction, the construction of rural information infrastructure has been continuously improved, and smart phones have been widely popularized and gradually become the "new agricultural tools" for farmers in the new era. Especially since the first year of live broadcast in 2016 and the advent of the short video era, the vigorous development of short videos for new farmers has allowed us to see the huge energy of media carriers in promoting rural development. Perhaps in the future, it is also a positive and sustainable way for farmers who really understand the countryside, really love the countryside and work hard in the countryside to become Internet celebrities themselves, and to endorse their products and hometowns with the help of traffic dividends. Therefore, it is of practical significance to study and discuss the current good strategies for the short videos of new farmers to achieve sustainable and healthy development and serve the overall rural revitalization construction.
Based on the theoretical analysis framework of urban and rural sociology, this paper analyzes and summarizes the characteristics of the case of new farmers' short videos helping rural revitalization in J county based on the theoretical analysis framework of urban and rural sociology. The results of the short video of new farmers to help rural revitalization and the current practical difficulties are obtained. The study found that there are outstanding problems in the practice of new farmers' short videos to help rural revitalization, such as insufficient quality and innovation of short video content, insufficient brand maintenance, and lack of professional talents. Through further analysis of the causes of the problem, the corresponding strategy of overcoming the dilemma is summarized, that is, to adopt multi-party collaboration to help rural development, excavate, integrate and utilize advantageous resources, and accelerate the incubation of high-quality local talents.
Finally, this paper focuses on the localization media practice of new farmers' short videos to summarize the optimization and improvement strategies for better rural revitalization. First, by promoting rural co-construction and sharing, broadening the space for rural development, activating the momentum of rural development, and gathering the joint force of rural governance, the interaction between the short video of new farmers and rural revitalization will promote the development of each other. Second, from the perspective of social work, this paper discusses the optimization strategies of social work practice to improve the effect of short videos of new farmers in helping rural revitalization. First of all, social workers should adopt a local practice method according to local conditions; Secondly, social workers should integrate professional roles and methods, and at the same time clarify their own professional boundaries and professional competence limitations. In addition, social workers should combine internal activation with external linkage; Finally, social workers should make good use of the "Internet and social work" model to help the development of professional social work services, and make good use of the power of the media to create a truly public, three-dimensional, intuitive, and "live" social work professional image.