从忽视到行动:乡村振兴背景下农村居民广告认知的变迁  

From Neglect to Action:Changes of Rural Residents'Advertising Cognition in the Context of Rural Revitalization

作　　者：秦雪冰 姜智彬[2] QIN Xuebing;JIANG Zhibin(School of Communication,East China Normal University,Shanghai 200241,China;School of Journalism and Communication,Shanghai International Studies University,Shanghai 200083,China)

机构地区：[1]华东师范大学传播学院,上海200241 [2]上海外国语大学新闻传播学院,上海200083

出　　处：《山西大学学报（哲学社会科学版）》2024年第3期68-76,共9页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社科基金一般项目“人工智能应用下的互联网广告监管研究”(20BXW120)。

摘　　要：随着乡村振兴战略的大力实施,农村居民的广告认知发生了重大转变,体现在接触渠道、功能认知和观点态度三个方面。在广告接触渠道方面,农村居民从城乡差异走向移动融合,对广告信息有了全方面和多角度的认知;在广告功能认知方面,农村居民从自卖自夸的自然认知转向传播助农的正向认知,身体力行开展广告活动的趋势日益明显;在广告观点态度方面,农村居民从农本经营的传统商品意识发展为多维乡村价值激活的新型商品观,展现了农村居民从忽视到行动的广告认知变迁过程。农村居民广告认知的变迁过程,反映出乡村社会开始走向广告文化与生活方式的开放与融合、农村居民开始实现广告知识和乡村环境的同化与平衡、农村居民开始提升广告素养与收入增长的协同与互促、直播广告开始实现商业价值和社会价值的生产与共创等新特点。乡村振兴背景下农村居民广告认知的变迁既是乡村振兴战略取得的重要成果,也为乡村振兴战略的顺利实施提供了助力,与乡村振兴战略形成了良性的互动互构关系,具有深远的历史意义。With the smooth implementation of the rural revitalization strategy,the advertising cognition of rural residents has undergone a major change,which is reflected in three aspects:contact channels,functional cognition,views and attitudes.In terms of advertising contact channels,rural residents have shifted from the separation of urban and rural areas to the integration of mobile information,and have acquired an all-round and multi-angle understanding of advertising information;in the cognition of advertising function,rural residents have shifted from the natural cognition of self-promoting and boasting to the positive cognition of disseminating and helping farmers,and the trend of getting hands-on experience in runing advertising campaigns is becoming more and more obvious;in terms of advertising views and attitudes,rural residents have developed from the traditional commodity consciousness of agricultural management to the new commodity concept of multi-dimensional rural value activation,which shows the process of rural residents'advertising cognition changing from neglect to action.The change process of rural residents'advertising cognition reflects that rural society has begun to move towards the openness and integra-tion of advertising culture and lifestyle,that rural residents have begun to realize the assimilation and balance of ad-vertising knowledge and rural environment,that rural residents have begun to improve the synergy and mutual promotion of advertising literacy and income growth,and that live broadcast advertising has begun to realize the production and co-creation of commercial and social value.In the context of rural revitalization,the change of rural residents'advertising cognition is not only an important achievement of the rural revitalization strategy,but also provides a boost for the smooth implementation of the rural revitalization strategy,forming a benign interactive and interactive relationship with the rural revitalization strategy,which has far-reaching historical significance.

关 键 词：乡村振兴 农村居民 广告认知 

分 类 号：F713.8[经济管理—广告]