乡村之声:新媒体中乡村振兴议题的多元主体话语内容研究  

The Sounds of the Rural Area: A Study on the Content of Multi-SubjectDiscourse in Rural Revitalization Issues in New Media

作　　者：王耀宗 WANG Yaozong(School of Marxism,Southwest Jiaotong University,Chengdu 611756,Sichuan,China)

机构地区：[1]西南交通大学马克思主义学院,四川成都611756

出　　处：《昆明理工大学学报（社会科学版）》2024年第5期165-174,共10页Journal of Kunming University of Science and Technology(Social Sciences)

摘　　要：新媒体平台承担着乡村振兴议题传播的使命。基于社会网络分析、LDA主题模型和多元对应分析等方法,对微博平台内乡村振兴议题的话语内容分析后发现:话语内容既有宏观表达又有微观话语,但各主体间又存在语汇风格和议题内容差异,这与其自身价值导向相关,各主体话语的内在表征与受众认知框架基本吻合;话语内容随乡村振兴战略的推进有着阶段性变化,阶段特征和演变轨迹映射出乡村发展境况,但话语对农民主体的关注度暂付阙如。此外,研究还发现媒体传播与乡村治理之间存在关联。基于此,未来应加紧构建乡村话语体系,强化主题之间的关联互动,在“自构”和“他构”中提升话语中农民主体的能见度,并强化“传播”在乡村治理中的动员与互通作用。New media platforms undertake the mission of disseminating rural revitalization agenda.Based on the methods of social network analysis,LDA topic model and multiple correspondence analysis,an analysis of the discourse content on rural revitalization issues within the Weibo platform was conducted.It was found that the discourse content encompasses both macro and micro expressions,but there are distinct differences in vocabulary style and topic content among different subjects,which is related to their own value orientation.The speech style characteristics of the communication subjects are related to their own value orientation.The inherent representation of various types of subject discourse is basically consistent with the audience s cognitive framework.The Weibo content has changed in stages with the promotion of rural revitalization,the stage characteristics and evolution track of the content reflect the situation of rural development.But the content pays less attention to farmers.In addition,the study also found a correlation between media communication and rural governance.Based on this,in the future,it is necessary to accelerate the construction of a rural discourse system,strengthen the interaction between themes,enhance the visibility of the main subject of farmers in the discourse through“self-construction”and“construction by the Other”,and strengthen the mobilization and intercommunication role of“communication”in rural governance.

关 键 词：乡村振兴议题 多元主体 话语内容 微博 乡村治理 

分 类 号：F323[经济管理—产业经济] G206[文化科学—传播学]