乡村文化振兴视域下“村晚”现象的互动机制与深层逻辑

The Interactive Mechanism and Deep Logic of the"Village Evening"Phenomenon in the Perspective of Rural Cultural Revitalization

随着新时代来临,乡村文化振兴已成为推进乡村振兴战略实施的关键要素。而“村晚”作为乡村文化活动的创新形式,逐渐成为振兴乡村文化的有力抓手。本文首先分析“村晚”与乡村文化振兴的互动关系,其次深入剖析“村晚”现象的产生与发展动因,即直播经济的助推、社交媒体的传播以及乡村居民的心理需求与情感认同。最后,从跨学科角度对“村晚”背后的深层原因进行全面分析,涵盖传播学、社会学、经济学多学科理论视角,为乡村文化振兴提供理论支撑和实践指导。

With the advent of the new era,rural cultural revitalization has become a key element in promoting the implementation of the rural revitalization strategy.As an innovative form of rural cultural activities,'Village Evening'has gradually become a powerful lever for revitalizing rural culture.This article first analyzes the interactive relationship between"Village Evening"and rural cultural revitalization,and then delves into the emergence and development of the"Village Evening"phenomenon,namely the promotion of live streaming econ⁃omy,the dissemination of social media,and the psychological needs and emotional identification of rural residents.Finally,a comprehensive analysis of the underlying reasons behind the"Village Evening"from an interdisciplinary perspective,covering the theoretical perspectives of communication studies,sociology,and economics,provides theoretical support and practical guidance for the revitalization of rural culture.