积极官员:基层官员直播带货的群体政治影像  

Active Officials: Group Political Image of Grassroots Officials in Live Commerce

作　　者：李华胤 张海超 LI Hua-yin;ZHANG Hai-chao

机构地区：[1]华中师范大学中国农村研究院,湖北武汉430079

出　　处：《中南民族大学学报（人文社会科学版）》2022年第3期92-100,184,185,共11页Journal of South-Central Minzu University (Humanities and Social Sciences)

基　　金：国家社科基金重大招标项目“乡村振兴战略背景下多元化乡村治理问题研究”(19ZDA114)。

摘　　要：受疫情影响,我国各地基层官员不约而同地走向“前台”,意图通过“直播带货”的方式直接拉动地方经济增长。通过剖析权威新闻网站的内容、消费者认知现状以及对基层官员深度访谈发现,基层官员“直播带货”是高度自主的积极性行为,该行为由信息化引致的公共行政环境变革、官员的发展性责任认知以及地方经济发展环境恶劣度三个因素形塑。其中,基层官员的发展性责任认知和地方经济发展环境恶劣度两个变量能够区分基层官员在发展经济上不同程度的积极性行为。由此得以呈现这一行为背后的群体政治影像是积极官员。积极官员这一分析概念对于理解和解释基层官员形象与行为有一定的启发性。Developing economy is one of the important responsibilities of grassroots officials.Under the COVID-19 pandemic,many grassroots officials in our country go to the“foreground”and intend to directly stimulate local economic growth by selling local goods via live streaming.By analyzing the content of authoritative news websites,the current situation of consumer cognition,and in-depth interviews with grassroots officials,this paper finds that live commerce by grassroots officials is a highly autonomous positive behavior that is shaped by three factors:the change of public administration environment as a result of informatization,the awareness of officials'developmental responsibility,and the severity of local economic development environment.Among them,the cognition of developmental responsibility of grassroots officials and the severity of local economic development environment can distinguish the different degrees of enthusiasm of grassroots officials in economic development.Thus,it can be portrayed that the group political image behind the“live delivery”behavior of grassroots officials is a positive official.The analytical concept of active officials provides insights for understanding and explaining the image and behavior of grassroots officials.

关 键 词：直播带货 发展性责任认知 履职情境 群体政治影像 积极官员 

分 类 号：C931.3[经济管理—管理学] D63[政治法律—政治学]