符号学视域下的品牌建构记忆——直播模式在乡村振兴战略中品牌的功能性释放和协同共建研究  

Brand Memory Construction under the Perspective of Semiotics——The Live-Streaming Model Research on the Functional Release and Collaborative Construction of Brands in the Rural Revitalization Strategy

作　　者：张福银 ZHANG Fuyin

机构地区：[1]四川大学文学与新闻学院 [2]绥化学院文学与传媒学院 [3]四川大学符号学—传媒学研究所

出　　处：《传媒经济与管理研究》2024年第2期300-323,共24页Media Economics and Management Research

基　　金：黑龙江省哲学社会科学研究规划项目“黑龙江‘老字号’品牌塑造与宣传策略研究”(23XWC203);黑龙江省属高校基本科研业务费基础研究项目“数字化时代黑龙江地区冰雪旅游品牌文化符号的共情传播机制研究”(YWF10236230119)。

摘　　要：网络直播以其互动性和便捷性革新了传统媒体的单一直播形式,增强了观众与主播的跨屏互动,并在乡村振兴战略的背景下,作为电商媒介促进了农业发展。这种直播模式不仅建立了贫困人口与消费扶贫主体间的沟通桥梁,还在推动消费扶贫及可持续发展战略中发挥了关键作用。通过符号学理论,分析了直播环境下品牌功能的释放及其与乡村振兴战略的协同共建,揭示了符号、价值、直播和品牌间的动态互动,为乡村振兴下的直播品牌建设提供了理论和实践指导。The interactive and convenient nature of live-streaming has revolutionized the one-way broadcasting format of traditional media,enhancing cross-screen interaction between audiences and anchors.In the context of the rural revitalization strategy,live-streaming serves as an e-commerce medium that facilitates agricultural development.This model not only establishes a communication bridge between impoverished populations and consumers who support poverty alleviation,but also plays a pivotal role in promoting consumption-based poverty alleviation and sustainable development strategies.Drawing on semiotics theory,this paper analyzes the release of brand functions within the live-streaming environment and their collaborative construction with the rural revitalization strategy.It reveals the dynamic interactions among symbols,values,live-streaming,and branding,offering theoretical and practical guidance for the construction of live-streaming-based brands in the context of rural revitalization.

关 键 词：符号学 直播模式 品牌建构 乡村振兴战略 

分 类 号：F32[经济管理—产业经济]