她力量的回归:返乡直播创业女性的在地嵌入和身份协商  

The Return of Her Power:Local Embedding and Identity Negotiation of Returning Home Live Streaming Entrepreneurial Women

作　　者：李婉玉 杨舒媛 马蕊 刘雅文 LI Wanyu;YANG Shuyuan;MA Rui;LIU Yawen

机构地区：[1]上海大学社会学院,200444 [2]桂林理工大学公共管理与传媒学院,541004 [3]中华女子学院社会工作学院,100101 [4]中铁大桥局九公司南三项目物机部,510670

出　　处：《中华女子学院学报》2024年第3期95-102,共8页Journal of China Women＇s University

摘　　要：电商直播创业的返乡女性耦合“三缘关系”创造乡村经济,充当乡村经纪人身份,同时主动协商创业过程中“乡村女性”与“创业者”双重身份在自身、家庭、社会等多方面的冲突,实现经济与自身的在地嵌入。在国家乡村振兴政策的大背景下,返乡青年女性积极发挥自己的资源优势,再造农村就业新局面。以血缘关系为基础创立家庭产业;以业缘关系成为乡村品牌经纪人;依靠地缘关系,为乡村产品拓展外销之路。返乡女性在探寻融入中国社会乡村网络关系的同时,积极采取主动性策略,不断平衡场域规范与个人审美需求间的冲突、工作与家庭的时间冲突,以及由时间冲突而衍生的社会网络范围缩小与对同辈群体期盼间的冲突,以实现经济增收和自身发展的双赢局面。Returning women from e-commerce live streaming entrepreneurship couple the"three relationships"to create a rural economy,serving as"rural brokers",and actively negotiating conflicts between their dual identities of"rural women"and"entrepreneurs"in the process of entrepreneurship in various aspects such as themselves,their families and society,achieving local embedding of economy and self.Against the backdrop of the national rural revitalization policy,this group of young women returning to their hometowns actively leverage their resource advantages to rebuild a new situation of rural employment:to create a family industry based on'blood relationship';with'business relationship',become a rural brand broker;relying on'geographical relations'to expand the road of export for rural products.Returning women actively explore and integrate into the rural network relationships in Chinese society,while also adopting proactive strategies to constantly balance the conflicts between field norms and personal aesthetic needs,time conflicts between work and family,as well as the narrowing of social network scope derived from time conflicts and conflicts with expectations for peer groups,in order to achieve a"win-win situation"of economic growth and personal development.

关 键 词：电商直播 女性发展 乡村振兴 嵌入性 

分 类 号：C913.68[经济管理]