学直播:网络直播场域中农村女主播的数字实践  

Learning to Live-Stream:Digital Practices of Rural Female Anchors in the Webcasting Arena

作　　者：杨瑾 YANG Jin

机构地区：[1]中国社会科学院大学,100084

出　　处：《中华女子学院学报》2024年第5期62-70,共9页Journal of China Women＇s University

摘　　要：“十四五”时期是开启全面建设社会主义现代化国家新征程的第一个五年,在数字技术赋能农村建设的时代背景下,农村直播是农村振兴与网络扶贫深度融合发展的重要抓手。直播中涌现的农村女主播群体成为农村传播与发展转换的新型主体。一方面,农村女性遭遇劳动产品、劳动活动的异化,其表演模式、互动机制和资本转换都处于平台、技术的隐秘控制之下,且难以脱离;另一方面,农村女性的网络直播超越了传统创新—扩散的被动接触模式,是农村女性将网络直播作为媒介渠道,彰显主体性的能动过程,体现了性别、农村、媒介三者的主体间性关系和文化张力。The"14th Five-Year Plan"period is the first five-year period to start a new journey to build a socialist modernized country in an all-round way,and in the context of digital technology empowering the construction of rural areas,rural live broadcasting is an important hand in the deep integration and development of rural revitalization and poverty alleviation on the Internet.The group of rural female anchors emerging from the live broadcast has also become a new type of subject for rural communication and development conversion.On the one hand,rural women encounter the alienation of labor products and activities,and their performance mode,interaction mechanism and capital conversion are all under the hidden control of platforms and technologies and difficult to detach from them.On the other hand,rural women's webcasting transcends the traditional passive contact mode of innovation-diffusion,and is a dynamic process in which rural women use webcasting as a media channel to manifest their subjectivity,reflecting the intersex relationship and cultural tension among gender,rural areas,and media.

关 键 词：农村女性 赋权 网络直播 媒介实践 准社会关系 

分 类 号：C913.68[经济管理]