传播政治经济学视域下乡村题材短视频文化身份建构研究  

A Study on Cultural Identity Construction of Rural-Themed Short Videos from the Perspective of Political Economy of Communication

作　　者：邓肯 陈笑春[1] DENG Ken;CHEN Xiaochun(School of Journalism and Communication,Southwest University of Political Science and Law,Chongqing 401120,China)

机构地区：[1]西南政法大学新闻传播学院,重庆401120

出　　处：《治理现代化研究》2025年第1期57-65,共9页Governance Modernization Studies

基　　金：国家社会科学基金一般项目“数据化语境下自媒体版权侵权治理研究”(21BXW041)。

摘　　要：在推进乡村全面振兴的时代背景下,以乡村题材短视频为重要形式和载体的乡村文化在海内外“圈粉”无数,其中文化身份建构发挥着重要作用。将乡村题材短视频作为研究文本可以发现,其文化身份建构聚焦于日常言行、职业、价值观、形象四个要素。从传播政治经济学角度看,文化身份建构的情境包括政治、经济、文化及技术四个方面。然而,组织解读、劳动分配、文化风气、技术可见性方面存在的问题造成了乡村题材短视频文化身份建构困境。为纾解这一困境,需要营造良好的政策环境、提升创作者收入、发挥媒体引导作用、调整技术可见性支持,从而优化乡村题材短视频文化身份建构,为乡村文化传播与乡村全面振兴提供有力支持。Against the backdrop of advancing comprehensive rural revitalization,rural-themed short videos have become a crucial medium and carrier for rural culture,attracting widespread attention both domestically and internationally.The construction of cultural identity plays a significant role in this process.Analyzing rural themed short videos as research texts reveals that their cultural identity construction centers on four key ele⁃ments:daily language and behavior,occupation,values,and imagery.From the perspective of the political econ⁃omy of communication,the context of cultural identity construction involves political,economic,cultural,and technological dimensions.However,challenges such as organizational interpretation,labor distribution,cultural ethos,and technological visibility hinder the effective construction of cultural identity in rural-themed short videos.To address these issues,it is necessary to create a favorable policy environment,improve creators’in⁃come,utilize the guiding role of media,and adjust technological visibility support.These measures aim to opti⁃mize the cultural identity construction of rural-themed short videos,providing strong support for rural cultural dissemination and comprehensive rural revitalization.

关 键 词：传播政治经济学 短视频 文化身份 乡村振兴 乡村文化 

分 类 号：D035-39[政治法律—政治学] D422.7[文化科学—传播学] G206.3