乡村振兴视域中的农村居民媒介接触:数字赋能与纾困释能

Media Engagement of Rural Residents from the Perspective of Rural Revitalization:Digital Empowerment and Resolution

数字赋能乡村振兴背景下,农村数字传输基础设施建设步伐持续加快,在短时间补齐硬件短板的同时,留给农村居民接触、接受数字技术的时间却极为有限,从而使农村居民数字媒介接触困境显现。农村居民具有简单的数字媒介抵触和强烈不自觉的数字媒介依赖表现,两极化接触特征要求解决农村居民数字媒介接触问题须有群体针对性。不仅要从关注受者的角度提升农村居民的数字媒介素养,更要从传者的角度培养数字媒介接触兴趣、引导使用行为,确保数字赋能乡村振兴能实现有效释能。

In the context of digital empowerment in rural revitalization,the pace of rural digital transmission infrastructure construction continues to accelerate.While the hardware shortcomings are complemented in a short time,the time left for rural residents to engage in and accept digital technology is extremely limited,which makes rural residents’ digital media engagement a plight to be addressed.Rural residents have simple digital media resistance and strong unconscious digital media dependence.The polarized engagement characteristics require that the solution must focus on the features of rural population.Not only attentions should be paid to improve the digital media literacy of rural residents from the standpoint of media recipients,but also the interest in digital media engagement and use behavior guidance should be cultivated from the perspective of sender,so as to ensure the effect of rural digital revitalization.