乡村振兴战略下“网红”传播可持续发展路径研究

Sustainable Development Path of “Online Red” Communication Based on Strategies for Rural Revitalization

随着国家“三农”政策和乡村振兴战略的不断推进,在互联网平台大力推广和新兴传播媒体技术的助力下,涌现出多种乡村“网红”传播模式,如短视频、直播带货、“两微一端”网红打卡等。经过不断尝试探索和融合创新,这些传播模式已成为当下最潮流的媒介推广形式,激活了乡村各方面产业资源,获得较为理想的传播效果,发展势头相当强劲。但由于整体发展时间周期短,难免出现迅猛发展过程中的一系列问题。本文结合地方实际,对症分析,探究适合地方乡村特色的“网红”传播可持续发展路径,助力乡村经济和文化长久、持续性发展。

With the continuous promotion of the national“agriculture,rural areas and farmers”policy and the Rural Revitalization Strategy,with the help of the vigorous promotion of Internet platforms and emerging communication media technologies,a variety of rural“online Red”communication modes have emerged,such as short video,live video with goods,and“two wechat and one end”online Red punch card.Through continuous attempts,exploration,integration and innovation,these communication modes have become the most popular media promotion forms,activated various industrial resources in rural areas,achieved ideal communication effects,and enjoyed a strong development momentum.However,due to the short period of overall development,a series of problems in the process of rapid development are inevitable.Based on the local reality and symptomatic analysis,this paper explores the sustainable development path of“Internet celebrity”communication suitable for local rural characteristics,and helps the long-term and sustainable development of rural economy and culture.