网络联结与在地发展:乡村直播中生产要素与商品的流动效应  

Network Connections and Local Development:The Mobility Effects of Production Factors and Goods in Rural Live Streaming

作　　者：吴雨妹 李东晓 WU Yumei;LI Dongxiao(School of Social Development,East China Normal University;imec-SMIT,Vrije Universiteit Brussel)

机构地区：[1]华东师范大学社会发展学院 [2]布鲁塞尔自由大学传播学系

出　　处：《中国农村观察》2025年第2期147-168,共22页China Rural Survey

摘　　要：伴随直播经济的快速发展,许多以“直播带货”为主营业务的乡村相关产业不断涌现,并形成产业集聚。这一过程促进了信息、人员、资金等要素和商品的系统性流动,强化了乡村与外部社会的联结。本文从经济学视角出发,结合社会学中的“网络社会”“流动空间”理论,并引入“新流动性范式”,以江苏省连云港市海头镇的海鲜直播带货为例,深入探讨乡村直播中生产要素与商品的流动机制及其效应。研究发现,移动通信技术和直播平台所具备的“场景化”信息传输能力,在一定程度上弥补了乡村资源禀赋与对外传播能力的不足,为农产品销售提供了有力支持,促进了信息的有效流动,并推动了商品流、物流的协同发展,进而带动了其他生产要素的流动。在直播平台的运行过程中,“线上”“线下”实现了紧密连接与协同,使乡村与外部社会形成了系统性、结构优化的双向流动格局。借助直播经济的流动空间,乡村突破了传统交易的时空限制,重塑了生产要素的流通模式和商业发展的空间布局,同时加强了乡村与市场的网络联结。直播带来的流动效应,使村民能够在本地生活的同时,获取外部资源并深度参与市场经济。乡村作为流动空间的节点,凭借自身的主体性,逐渐形成“超地域”产业链网络的延伸,在全国乃至全球的网络联结中统筹商品与生产要素的供应与配置,以此应对平台逻辑的支配,实现自身的可持续发展。这一基于流动性的乡村发展机制,对于促进乡村产业升级和社会稳定繁荣有重要启示意义。The emergence of live streaming e-commerce has created vast opportunities for local development in rural China.By leveraging digital platforms,rural industries have transitioned from being geographically constrained to becoming integral players in broader national and even global economic networks.This transformation addresses longstanding challenges in rural areas,such as limited connectivity,low resource yields,and economic stagnation.Live streaming facilitates the systemic mobility of information,goods,people,and capital,significantly enhancing rural integration with external markets.These developments not only accelerate rural revitalization but also serve as a model for global rural development strategies.Therefore,research on revealing the mobility process is necessary for understanding how rural areas can effectively integrate into broader economic systems and harness digital technologies for sustainable growth.This research takes the seafood live streaming sales in Haitou Town,Lianyungang City,Jiangsu Province,China,as a case study to explore the flow mechanisms and effects brought about by rural live streaming.Based on economic principles and incorporating sociological theories of“network society”and“flow space”,and introducing the“new liquidity paradigm”,the study comprehensively analyzes how live streaming platforms help rural areas overcome traditional barriers and achieve development.This study integrates field investigations,participant observation,and interviews conducted in several live streaming villages.The findings reveal that live streaming significantly enhances their market appeal by offering scenarized,immersive presentations of local products,while its integrated logistical and payment systems streamline the physical movement of goods.Together,these approaches facilitate the systemic mobility of critical production factors—such as information,capital,labor,and managerial expertise—thereby accelerating their circulation.These interconnected mobilities optimize the integratio

关 键 词：要素流动 直播村 直播平台 网络联结 乡村发展 

分 类 号：C915[经济管理] F32[社会学] F49