“乡村网红”:概念阐释、呈现方式与优化路径  

"Rural Internet Celebrities":Concept Interpretation,Presentation Modes and Optimization Paths

作　　者：汪沛 罗文慧 WANG Pei;LUO Wenhui(Journal Editorial Department,Anqing Normal University,Anqing 246133,China;School of Communication,Anqing Normal University,Anqing 246133,China)

机构地区：[1]安庆师范大学学报编辑部,安徽安庆246133 [2]安庆师范大学传媒学院,安徽安庆246133

出　　处：《宿州学院学报》2025年第1期28-33,64,共7页Journal of Suzhou University

摘　　要：“乡村网红”群体,是在乡村振兴战略持续推进的进程中,拥有较高的知名度、传播力、影响力的新兴力量,主体包括返乡青年、新乡贤、“银发族”和“她力量”。在深度媒介化的语境下,阐述了“乡村网红”的呈现方式:“在场”的身体展演、“在地”的媒介叙事与“在线”的双向奔赴。“乡村网红”既展演自身形象,也呈现乡村面貌,其媒介实践亦存在亟须治理的问题:价值观稀释的危机、“流量”“销量”与“正能量”的失衡、同质化现象明显。并据此提出了优化路径:强化价值观引导;突出社会效益优先;坚持“内容为王”,形塑新型乡村网络文化。The"rural internet celebrities"group is an emerging force with high visibility,dissemination power,and influence in the continuous promotion of the rural revitalization strategy.The main body includes returning youth,new talents,the elderly and female.In the context of deep media,the presentation methods of"rural internet celebrities"are elaborated,which are physical performance in the presence,media narrative in the locality,and two-way online travel.Rural internet celebrities not only showcase their own image,but also present the appearance of rural areas.However,their media practices also face urgent problems that need to be addressed:the crisis of diluted values,the imbalance between popularity,sales volume and positive energy,and the obvious phenomenon of homogenization.And based on this,an optimization path was proposed,which are strengthening the guidance of values,prioritizing social benefits adhering to the principle of"content is everything"and shape a new type of rural network culture.

关 键 词：“乡村网红” 乡村振兴 媒介叙事 

分 类 号：G206.2[文化科学—传播学]