助农直播中草根的创业模型研究——基于云南鲜花基地的扎根理论探索  

Study on the Entrepreneurial Model of Grassroots in the Live Broadcasting of Agriculture Assistance:Exploration of Rooting Theory Based on Yunnan Flower Market

作　　者：唐倩 TANG Qian(School of Journalism and Communication,Peking University,Beijing 100871,China)

机构地区：[1]北京大学新闻与传播学院,北京100871

出　　处：《云南农业大学学报（社会科学版）》2024年第1期93-101,共9页Journal of Yunnan Agricultural University(Social Science)

摘　　要：互联网技术的发展使得“直播+电商”的模式成为互联网经济的新亮点,给脱贫攻坚工作提供了新的思路。伴随着乡村振兴计划的开展,直播助农成为国家政策的重点实施策略。在对亚洲最大的鲜花基地-云南省斗南鲜花市场进行田野调查的过程中,通过扎根理论的研究方法对访谈内容进行三级编码,总结出助农直播中草根主播的创业模型,分为促成因素、决策管理、落地化形、质效分析、阻滞屏障、策略转型六部分,能指导创业者更好地进行自身独特的创业实践和身份建构,并为乡村振兴的发展提供新的思路和建议。同时,草根主播的原生性和弱者的话语实践为其与用户建立情感性的连接提供了可能。在想象的乌托邦中草根突破了精英的话语权力规范,一定程度实现了经济与社会价值的双重升级。The development of internet technology has made the mode of“live broadcast+e-commerce”a new highlight of the internet economy and provided new ideas for poverty alleviation work.Along with the rural revitalization plan,live broadcast has become a key implementation strategy of the national policy to help farmers.During the field investigation of the Dounan flower market in Yunnan Province,the largest flower base in Asia,the interview content was coded at three levels through the research method of rooting theory,and the entrepreneurial model of grassroots anchors in live-streaming to help farmers was summarized,divided into six parts:contributing factors,decision management,grounding shape,quality and effectiveness analysis,blocking barrier,and strategic transformation.It can guide grassroots to better carry out their own unique entrepreneurial practices and identity construction,and provide new ideas and suggestions for the development of rural revitalization.At the same time,the originality of grassroots anchors and the discourse practice of the underdog provide the possibility of establishing emotional connections with users.In the imaginary utopia grassroots break through the discursive power norms of the elite,and to a certain extent realize the upgrading of both economic and social values.

关 键 词：乡村振兴 助农直播 草根主播 创业模型 扎根理论 

分 类 号：G206.2[文化科学—传播学]