乡村文化振兴中的乡村网红群体审视:在场的身体叙事与超真实表演
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1.湖北经济学院 新闻与传播学院;2.湖北经济学院 统计与数学学院

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G410

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湖北经济学院青年博士教师科研资助项目“互联网治理机制研究”(XJ20BS35)。


Rural Internet Celebrity Groups in the Revitalization of Rural Culture:Physical Narration and Hyperrealistic Performance on Site
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    摘要:

    乡村振兴战略持续深入推进背景下,乡村网红是深度媒介化的乡村涌现出的新群体,其自发或自觉的文化建构对乡村文化振兴有着积极意义。通过判断性抽样,从抖音平台抽取251个有效样本,审视乡村网红在建构当代中国乡村文化中的价值与局限性,并给出引导建议。在身份层面,乡村网红主要由“在地”农民构成,作为数字媒体时代的先行者,他们率先确立了农民群体在当代乡村文化建构中的主体地位;内容层面,乡村网红在新媒体空间生产的巨量媒介文本,记录和塑造当代中国新乡村文化;意义层面,乡村网红话语从个体意识、生活方式、人伦关系和乡村本体价值等方面构建乡村文化新涵义。同时,乡村网红发展过程中也显现出生产主体的持续生产能力不足、内容题材超真实趋势增强、价值观念存在较多矛盾话语等局限。由此建议加强公共培训服务,提升乡村网红自主生产能力;调控平台算法和流量,加大对真实乡村题材的流量倾斜;倡导“三农”知识精英入场,形成信息内容和价值观念对冲机制,引导乡村网红良性健康发展,助力乡村文化振兴。

    Abstract:

    Under the background of the sustained deepening of the rural revitalization strategy, rural Internet celebrities are a newly emerging group in the rural areas who are deeply mediated by the media. Their spontaneous or conscious cultural construction has positive significance for the revitalization of rural culture. Through judgmental sampling, 251 valid samples were selected from Tiktok platform to examine the values and limitations of rural Internet celebrity in constructing contemporary Chinese rural culture, and to provide guiding suggestions. The research found that in terms of identity, rural Internet celebrities are mainly composed of “local” farmers. As pioneers in the digital media era, they take the lead in establishing the narrative subject status of farmers in the construction of contemporary rural culture. In terms of content, the huge amount of media texts produced by rural Internet celebrities in the new media space records and shapes the contemporary Chinese new rural culture. In terms of significance, the discourse of rural Internet celebrities constructs a new meaning of rural culture from the aspects of individual consciousness, lifestyle, human relations and rural ontology value. At the same time, the development process of rural Internet celebrities also reveals limitations such as insufficient continuous production capacity of the production subject, increasing trend of vanity of content and themes, and existence of many conflicting discourses of values. In view of this, it is recommended to strengthen public training services to enhance the independent production capacity of rural Internet celebrities; regulate the platform algorithm and click volume and allocate more clicks to real rural themes; encourage more agricultural scientists and technicians to enter the new media space, forming information content and value hedging mechanisms, thereby guiding the healthy development of rural internet celebrities to facilitate the revitalization of rural culture.

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谈海亮,叶提芳.乡村文化振兴中的乡村网红群体审视:在场的身体叙事与超真实表演[J].华中农业大学学报(社会科学版),2023(6):152-161

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  • 收稿日期:2023-05-04
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  • 在线发布日期: 2023-11-13
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