创造“新农人”:三农网红的媒介形象生产实践  

Creating the New Farmers:The Media Image Production Practices of Sannong Influencers

作　　者：郭婉君 于春生[2] GUO Wan-jun;YU Chun-sheng(School of Journalism and Communication,Shanghai University,Shanghai 200072,China;School of Journalism and Communication,Henan University,Zhengzhou Henan 450046,China)

机构地区：[1]上海大学新闻传播学院,上海200072 [2]河南大学新闻与传播学院,河南郑州450046

出　　处：《内蒙古社会科学》2024年第6期155-164,共10页Inner Mongolia Social Sciences

基　　金：河南省哲学社会科学规划项目“智媒时代农村居民知识贫困的精准测量与协同治理研究”(编号:2023BXW003)。

摘　　要：乡村振兴时代背景下,自媒体的兴起为乡村文化提供了新的传播平台,“三农网红”发展值得关注。聚焦当下,三农网红媒介形象从早期极具争议的“草根”发展成为当前自带光环的“新农人”,这一转变不仅反映了乡村文化与现代媒介技术的融合,而且体现了社会结构和话语机制的深层影响。三农网红形象的塑造深受主流媒体“后乡土叙事”的影响,这种叙事在一定程度上形塑了公众对乡村生活的特定认知;乡村青年通过集体行动抵抗污名化,构建了具有民间基础的亚文化群体,为“新农人”形象的崛起提供了文化土壤。从话语机制的视角看,消费话语中的三农网红被视为缓解现代焦虑的“疗愈师”,为人们提供了一种逃离都市喧嚣、回归自然乡村的叙事;官方话语则将三农网红塑造成乡村振兴的内生力量,通过政策支持和媒体宣传,赋予他们三农合伙人的身份;在商业话语下,MCN组织通过培养“助农主播”,将三农网红转化成具有商业价值的媒介产品。三农网红“新农人”的媒介形象不仅是个体自主参与媒介实践的结果,也是多方话语权博弈的产物,是一个涉及技术、资本、文化和权力等多方面互动的复杂社会文化现象,反映着数字时代传播权力的再分配和乡村振兴中个体价值的新表现。In the context of rural revitalization,the rise of self-media has provided a new platform for the dissemination of rural culture,making the development of Sannong influencers(referring to influencers focused on agriculture,rural areas,and farmers)worthy of attention.Currently,the media image of Sannong influencers has evolved from the controversial grassroots in its early days to the modern new farmers with a halo of prestige.This transformation not only reflects the integration of rural culture with modern media technologies but also demonstrates the deep influence of social structures and discourse mechanisms.The study suggests that the image of Sannong influencers has been greatly shaped by the post-rural narrative promoted by mainstream media,which,to some extent,shapes the public's perception of rural life.Meanwhile,rural youth have collectively resisted stigmatization through collective action,forming a grassroots subcultural group that has provided fertile ground for the rise of the new farmer image.From the perspective of discourse mechanisms,in consumer discourse,Sannong influencers are viewed as healers who alleviate modern anxieties by offering a narrative of escaping urban noise and returning to the natural countryside.In official discourse,Sannong influencers are portrayed as endogenous forces of rural revitalization,supported by policies and media promotion,granting them the role of Sannong partners.In commercial discourse,MCN(Multi-Channel Networks)organizations cultivate agricultural support hosts,transforming Sannong influencers into media products with commercial value.The media image of Sannong influencers as new farmers is not only the result of individual participation in media practices but also a product of multi-faceted discursive power struggles.It is a complex socio-cultural phenomenon involving the interaction of technology,capital,culture,and power,reflecting the redistribution of communication power in the digital age and a new expression of individual value within the framework of ru

关 键 词：三农网红 新农人 媒介形象 话语机制 

分 类 号：G206.3[文化科学—传播学]