少数民族返乡创业青年的乡土文化认同与短视频自我呈现

Local Cultural Identity and Self⁃presentation in Short Videos of Young Entrepreneurial Ethnic Minorities Returning Home

近年来,在西南边疆村落,大量具备较高文化素质和创业热情的少数民族返乡青年在短视频平台创业,在乡村振兴大背景下,他们对乡土文化具有何种程度的认同,是否与其短视频自我呈现处于同频共振的良好状态,事关返乡青年的心理建设以及他们能否留下来、留得住、发展得好。运用扎根理论研究法,探索少数民族返乡创业青年乡土文化认同影响其短视频自我呈现的机制可以发现:从宏观来看,少数民族返乡创业青年从生活环境、人际交往、创业生产、乡村风俗、民族文化五个主范畴对乡土文化产生不同程度的认同(或不认同),并遵循“乡土文化认同—观念—行为—短视频自我呈现”的演化逻辑。从微观来看,脱域的“抵抗乡土”心理与强烈的自我意识并存,作为数字情感劳动元素的乡土文化融入到短视频的“舞台表演”之中,地方性知识在互动中实现了扩散和重构;“张扬”的自我呈现可能会引发乡土文化认同的冲突,乡土文化认同危机与自我呈现的“表演”之间存在悖论。因此基层政府需建立基于文化认同和价值重塑的返乡驱动机制,更好地服务少数民族返乡青年的心理需求和可持续性创业。

In recent years in southwest border villages,a large number of well⁃educated young people returning home with entrepreneurial enthusiasm have started businesses on short video platforms.In the context of rural revitalization,how much they identify with local culture and whether they are in good resonance with the short videos themselves is related to the psychological construction of the returning young people and whether they can stay and develop well.Using the Grounded Theory,this paper explores the mechanism under which ethnic minority entrepreneurs’local cultural identity affects their short video self⁃presentation.From a macro perspective,ethnic minority entrepreneurs have different degrees of identification(or disapproval)of local culture from five categories:living environment,interpersonal communication,entrepreneurial production,rural customs,and ethnic culture,and evolve under the logic of“local cultural identity,views and values,behaviors,and self⁃presentation with short videos.”From a micro perspective,the dis⁃embedding“anti⁃native”psychology coexists with strong self⁃awareness.The local culture,as an element of digital emotional labor,is integrated into the“stage performance”of short videos,and the local knowledge is diffused and reconstructed in the interaction.The publicized self⁃presentation may lead to conflicts of local cultural identity,and there is a paradox between the crisis of local cultural identity and the self⁃presented“performance.”Therefore,it is suggested that the government should establish a homecoming driving mechanism based on cultural identity and value remodeling to better serve the psychological needs and sustainable entrepreneurship of the young returning ethnic minority entrepreneurs.