农村女性社交媒体使用的现状与问题——基于湖南农村的调查研究  

The Current Situation and Issues of Rural Women’s Use of Social Media—An Investigative Study Based on Rural Areas in Hunan Province

作　　者：王旖旎[1] 易旭凤 曾杨 Wang Yini;Yi Xufeng;Zeng Yang(School of Journalism and Communication,Hunan University,Changsha 410082;School of Journalism and Communication,Nanjing University,Nanjing 210023)

机构地区：[1]湖南大学新闻与传播学院,长沙410082 [2]南京大学新闻传播学院,南京210023

出　　处：《西部学刊》2025年第5期107-112,共6页Journal of Western

基　　金：国家社会科学基金青年项目“城乡融合背景下农村女青年社交媒体使用与身份建构研究”(批准号:19CXW025)的阶段性成果。

摘　　要：湖南省长株潭一体化发展模式已发展为区域协调发展、新型城镇化的典型模式,研究该区域农村女性社交媒体使用情况具有代表性。湖南农村女性在搜索引擎、网络新闻、网络文学、在线旅行预定等对知识水平和媒介素养要求较高的网络应用的使用率上,与中国网民的整体水平存在较大差异。社交媒体成为农村女性社会交往和自我表达的新空间,为农村女性增长知识开拓视野提供了新窗口。通过微商、社区团购等数字创业实践,农村女性获得经济赋能。然而农村女性在短视频内容生产、直播和网络交往中表现出版权意识不足导致抄袭严重,身体展演加剧性别鸿沟,参与刷单赌博黑灰产业等问题。The integrated development model of the Changsha-Zhuzhou-Xiangtan region in Hunan has become a typical model for regional coordinated development and new-type urbanization.Studying rural women’s use of social media in this region is representative.There are significant disparities between rural women in Hunan and the overall Chinese netizens in the usage rates of search engines,online news,online literature,online travel bookings,and other online applications that require a relative high level of knowledge and media literacy.Social media has become a new space for rural women to engage in social interactions and self-expression.It provides a new window for rural women to gain knowledge and broaden their horizons.Through digital entrepreneurial practices such as WeChat business and community group-buying,rural women have also gained economic empowerment.However,there exist issues such as insufficient copyright awareness leading to severe plagiarism,the exacerbation of the gender gap through body performances,and involvement in black and gray industries like“brushing orders”and gambling among rural women in short video content production,live streaming,and online interactions.

关 键 词：社交媒体 农村女性 数字平台 身体展演 平台治理 

分 类 号：C913.68[经济管理] G206[社会学]