乡村视频景观的兴起回应着围绕乡愁的文化消费需求，同时生成媒介产制中的新职业角色。本文探讨返乡青年通过内容生产对乡土社会的再诠释。基于城乡流动的个人境遇，短视频成为返乡青年的创业机会，推动乡村生活方式与数字媒介愈发紧密的联系。视频博主挪用传播科技，建立专业常规，在用户、平台和公共政策的多重规制之下，将乡村视频塑造为互联网文化工业的特定内容类型。本文聚焦于乡村视频博主职业身份的生成轨迹，探讨广大乡土基层被整合进入数字文化市场的动力机制，进而检视持续扩张的新媒介经济嵌入日常社会生活的一体化过程。

The rise of rural vlogs has responded to the demand for cultural consumption of “nostalgia” and created new professional roles in media production. This paper explores the reinterpretation of rural society by young people returning to their hometown through their vlog content production. In the context of urban-rural mobility,short videos have become entrepreneurial opportunities,driving the increasingly close connection between rural lifestyles and digital media. Vloggers have appropriated communication technologies,established professional conventions,and shaped rural vlogs into a specific content type of the Internet culture industry under the multiple regulations of users,platforms,and public policies. The trajectory of the generation of the professional identity of rural vloggers can be used to explore the dynamic mechanism by which the vast vernacular grassroots is integrated into the digital cultural market,and thus to examine the integration process by which the continuously expanding new media economy is embedded in everyday social life.

本文系中共湖北省委宣传部与华中科技大学部校共建新闻学院项目（2020E08）的阶段性成果之一。

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