乡村振兴背景下农民主播直播带货中的问题及对策  

Problems and Countermeasures in the Live Broadcast of Farmer Anchors in the Context of Rural Revitalization

作　　者：杜春娥[1] 刘灿 Chun’e Du;Can Liu(School of Journalism and Communication,Hebei Normal University,Shijiazhuang Hebei)

机构地区：[1]河北师范大学新闻传播学院,河北石家庄

出　　处：《新闻传播科学》2024年第2期323-327,共5页Journalism and Communications

摘　　要：在农产品直播带货已经成为助力乡村振兴重要抓手的背景下,农民作为农产品直播主角,因文化水平有限、直播带货起步较晚等原因,在直播带货中处于弱势地位,他们在粉丝需求洞察、直播素养、数据意识及产品质量方面存在不足。文章在人、货、场、文四个维度提出针对性建议,为其提供实践指导。In the context that the live streaming of agricultural products has become an important starting point for rural revitalization,farmers,as the protagonists of the live broadcast of agricultural products,are in a disadvantaged position in the live broadcast due to their limited cultural level and the late start of live streaming.They are deficient in fan demand insight,live broadcast literacy,data awareness and product quality.The article puts forward targeted suggestions in the four dimensions of people,goods,field and text to provide them with practical guidance.

关 键 词：直播带货 农民主播 乡村振兴 

分 类 号：F32[经济管理—产业经济]