Abstract: Short videos have become a new tool for empowering agricultural high-quality development for new farmers. However, existing literature lacks sufficient exploration on the complex influencing mechanisms of the dissemination effects of new farmers' short videos and the enabling mechanisms for agricultural development. Based on a multi-dimensional analysis framework of "identity-situation-emotion",the fsQCA method was used to analyze 890 short videos of new farmers on Douyin, exploring the complex dynamic paths of the dissemination effects of new farmer-related short videos and their positive logic for the high-quality development of agriculture. The research found that none of the eight antecedent conditions such as media image, video theme, and emotional resonance could be a necessary condition for high communication effect alone, and three "hot presentation" shaping paths of "identity support", "situation supremacy", and "emotion assistance" were summarized. At the same time, taking the spillover value as the driving window, it was found that short videos of new farmers with high communication effect can shape and consolidate the identity, situation and emotional community needed for high-quality agricultural development through relationship production, interest traction and value mobilization. This provides methodological inspiration for the communication and empowerment mechanism of new farmers’ short videos and injects new impetus into effectively promoting high-quality agricultural development.

Key words: new farmers, short videos, high dissemination effect, high-quality agricultural development, identity-situation-emotion