数字下乡参与乡村振兴的实践逻辑与风险规避

The Practical Logic and Risk Avoidance of Empowering Rural Vitalization with Digital Technologies

乡村振兴战略实施以来,以数字技术应用为核心的乡村数字化探索推动了农业现代化的信息化驱动、乡土文明的媒介化发掘、乡村善治的智慧化构建、美丽乡村的可控化推进以及农民消费需求的精准化供给。数字乡村战略的顺利实施不仅是市场自发整合的结果,还受到诸如政府动员逻辑、乡村法治逻辑以及知识转化逻辑等非市场逻辑的影响。尽管乡村数字化建设符合乡村振兴的总体要求,但过度数字化依然会导致社会不平等在乡村场域的再生产、数字化实践与乡村社会的脱嵌、非理性意图在乡村社会的表达以及乡村数字化建设的“麦当劳化”。面对这诸多风险,数字下乡须明确从全面推进到靶向瞄准的问题意识;树立从形式合理到实质回应的需求宗旨;坚定从理论指引到研用结合的实践取向;完善从量化考核到综合评价的监督机制。

Since the implementation of the rural revitalization strategy,the rural digital exploration with the application of digital technologies as the core has promoted the informatization drive of agricultural modernization,the media discovery of local civilization,the intelligent construction of good governance in rural areas,the controllable promotion of beautiful villages and the precise supply of farmers’consumption demand.The smooth implementation of the digital village strategy is not only the result of the spontaneous integration of the market,but it is also affected by non-market logics such as the logic of government mobilization,the logic of rural rule of law and the logic of knowledgetransformation.Although the building of rural digitalization meets the overall requirements of rural vitalization,over-digitalization will still lead to the reproduction of social inequality in the rural field,the separation of digitalization practice and rural society,the expression of irrational intentions in rural society,and the“McDonaldization”of rural digital construction.In the face of such risks,we must make clear the problem awareness from comprehensive promotion to precise targeting;establish the purpose of demand from reasonable form to substantial response;firmly adhere to the practical orientation from theoretical guidance to combination of research and application;and improve the supervision mechanism from quantitative assessment to comprehensive evaluation.