传播学视阈下中国农产品视频推广的对策研究--以李子柒视频推广为例

Research on the countermeasures of video promotion of China’s agricultural products from the perspective of communication:Take Li Ziqi’s video promotion as an example

以李子柒团队的短视频推广为例,在传播学的“5W模式”下简要分析了李子柒视频传播与推广的特征,在此基础上从传播学视阈分析中国农产品视频推广存在的问题。结果表明,当前中国农产品的视频推广中存在乡村文化陌生、农产品品牌化建设不足和视频推广内容良莠不齐等问题,改善这些问题需要采取积累农业文化消费资本以降低“文化陌生”,坚持“内容为王”以加强品牌建设,充分利用新媒体矩阵并建立专业化团队等措施。

Taking the short video promotion of Li Ziqi’s team as an example,this paper briefly analyzes the characteristics of Li Ziqi’s video dissemination and promotion under the“5W model”of communication,and on this basis,the problems in China’s agricultural product video promotion are analyzed from the perspective of communication.The results show that there are problems such as the rural culture strangeness,insufficient branding of agricultural products and uneven video promotion content in the current video promotion of China’s agricultural products.To improve above problems,it is necessary to adopt measures such as accumulating agricultural cul⁃tural consumption capital to reduce“cultural unfamiliarity”,insisting on“content is king”to strengthen the brand building,making full use of the new media matrix and establishing a professional team.