乡村振兴在新媒体中是如何呈现的?——基于SNA的乡村振兴议题微博内容分析  

How is Rural Revitalization Presented in New Media——Content Analysis of Microblogs on Rural Revitalization Issues based on SNA

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

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：《成都大学学报（社会科学版）》2024年第6期111-128,共18页Journal of Chengdu University (Social Sciences)

摘　　要：“乡村振兴战略”由党的十九大报告提出,在党的二十大报告中获得强调。新媒体作为互联网时代记录社会变迁、映射时代发展的重要窗口,在相当程度上反映了乡村发展建设状况。本文基于社会网络分析法,挖掘新媒体中乡村振兴议题背后所映射的发展图景,发现:乡村振兴是阶段性和整体性的有机统一,乡村振兴关键时间节点前后两阶段的发展呈现出阶段性特征,第一阶段以新内源性发展模式下的基础建设和产业发展为主,乡村不断从外部汲取知识和技能等资源激发内生动力;第二阶段注重巩固前期的建设成果,并通过明星公益与利用影视综艺打造乡村IP等方式探寻乡村振兴新路径。阶段构成整体,整体高于阶段,乡村振兴的阶段性内容又共同构建出以生产、分配、交换和消费四大环节为主体的整体循环机制。然而,新媒体在呈现乡村振兴时,较少触及农村养老、医疗卫生、法治建设等微观层面的公共问题,未来应强化多元主体的协同合作,更为全面地展现乡村振兴的多元面貌。因此,把握乡村振兴图景,应当立足整体,将其放置到阶段性的坐标系中,强化微观与宏观的协调统一,才能更深刻理解新时代中国乡村的变化。The“rural revitalization strategy”was proposed in the report of the 19th CPC National Congress and highlighted in the report of the 20th CPC National Congress.As an important window for recording social changes and reflecting the development in the Internet era,the new media significantly reflects the state of rural development and construction.Based on the social network analysis method,the development prospect mapped by the topic of rural revitalization in new media is explored.The study finds that,rural revitalization is the organic unity of staging and wholeness,and the development of the two stages before and after the key time nodes of rural revitalization shows the characteristics of staging.The first stage focuses on infrastructure and industrial development under the new endogenous development model,and the countryside constantly draws resources such as knowledge and skills from outside to stimulate endogenous dynamics.The second stage emphasizes the consolidation of the previous construction results,and explores new paths of rural revitalization to create rural IP such as celebrity public welfare and films and shows.The stages constitute the whole,the whole is higher than the stages,and the stages of rural revitalization jointly construct a holistic circular mechanism dominated by the four major links of production,distribution,exchange and consumption.However,the new media seldom touches on micro-level public issues such as rural pension,health care and rule of law construction in rural revitalization.In the future,the synergistic cooperation of multiple subjects should be strengthened to more comprehensively illustrate the multiple perspectives of rural revitalization.Therefore,to capture the view of rural revitalization,it should place in a stage-by-stage coordinate system based on the whole,strengthen the coordination and unity of micro and macro,so as to understand the changes in the Chinese countryside in the new era in a more profound way.

关 键 词：乡村振兴 新媒体 新内源性发展 再生产循环 微博 

分 类 号：F323[经济管理—产业经济] G206[文化科学—传播学]