能人转译:“数商兴农”的媒介技术红利分配机制  

Translation by Capable Individuals:The Media Technology Dividend Distribution Mechanism in"Digital Commerce forAgricultural Prosperity"

作　　者：李红[1] 刘慧钰 Li Hong;Liu Huiyu

机构地区：[1]暨南大学新闻与传播学院,广东广州510630

出　　处：《传媒观察》2024年第10期53-67,共15页Media Observer

基　　金：广东省社科规划项目“新时代全过程人民民主话语体系建构研究”(DD23CMK02);广州市社科规划项目“全过程人民民主制度化、规范化、程序化水平提升路径策略研究——基于广州市人大履职实践的考察”(2023GZYB36)的研究成果。

摘　　要：本文在“技术红利”的概念视角下,通过深度访谈、扎根理论等多元质化方法,关注农产品电商平台的技术红利为何以及如何经由能人实现再分配。研究通过编码提炼出“资金-媒介-规模的结构化困境”与“技术红利的转译式分配”两个核心范畴:农户在资金储备、媒介技能及经营规模上存在准入平台市场的结构化困境,而能人则是带动农户参与电商红利共享的重要路径。能人、农户、基层干部、电商等多元异质主体组成技术红利共享的行动者网络,其中,能人作为关键转译者:一方面将乡土关系转化为契约理性的经济联结,另一方面建立广大农民对电商的媒介信赖,从而实现电商嵌入及技术红利再分配。此外,研究在理论与实践的双重层面建构“能人转译”方法论,既对技术红利理论进行本土化诠释,也对中国发展传播学作出中观层面的尝试,并致力于洞悉人才在数字乡村建设中的关键作用。This study,framed within the concept of the"technology dividend,"employs in-depth interviews,grounded theory,and other qualitative methods to investigate why and how the technology dividend of agricultural e-commerce platforms is redistributed through nengren(capable individuals).The research identifies two core categories:"the structural dilemma of capital-media-scale"and"the translation distribution of the technology dividend."Farmers encounter structural barriers in accessing e-commerce platforms due to limitations in capital reserves,media skills,and business scale,making nengren crucial for facilitating farmers'participation in the sharing of e-commerce dividends.A network of diverse actors-including nengren,farmers,grassroots cadres,and e-commerce platforms-forms a collaborative actor network for technology dividend sharing.As key translators,nengren transform local relationships into economically rational contracts while fostering trust in e-commerce among farmers,thus enabling the embedding of e-commerce and the redistribution of the technology dividend.Additionally,the study develops a"nengren translation"methodology at both theoretical and practical levels,providing a localized interpretation of technology dividend theory.It also contributes to the field of development communication studies in China at the meso level,underscoring the vital role of talent in the construction of digital rural areas.

关 键 词：乡村振兴 数商兴农 技术红利 转译 

分 类 号：G206[文化科学—传播学]