【作者】 付蔚；

【导师】 王溥；

【作者基本信息】 华中科技大学 ， 新闻学， 2022， 硕士

【摘要】 近些年来,随着互联网媒体的迅速发展,网络电商经济得到迅速发展。与此同时,地方领导在落实脱贫工作和乡村振兴战略的过程中,开始尝试将乡镇经济向网络经济转型,然而电商经济在给乡镇带来发展机遇的同时,也遇到了新的挑战,乡村的网络普及度较低,生产和销售的信息不对称,电商经济发展滞后。突发的新冠肺炎疫情带来了更大的挑战,线下销售渠道受阻,农产品滞销情况严重,于是许多地方领导走进直播间,帮助当地的农民直播带货。本文基于场景理论的视角研究地方领导直播带货的网络动员机制,通过参与式观察和深度访谈等研究方法,建构地方领导直播带货的动员机制。新媒介技术的出现建构了新的场景,为网络直播的动员机制创造条件,地方领导直播带货的动员分为四个阶段,分别是动员发起阶段、动员转化阶段、动员影响阶段及动员耦合阶段。在动员发起阶段,地方领导通过政府帮扶和社会资源整合当地的产品资源,同电商园一同进行资源动员,动员当地的企业和人力资源。在动员转化阶段,动员主体包括政府、地方领导和媒体,三者通过不同的动员渠道,宣传地方领导直播带货的价值意义和直播产品的好物价值。在动员影响阶段,地方领导通过直播间建构的场景,与受众进行实时的互动,通过展示负责任体民情的官员形象、在直播中采取话语策略激发受众的情感共鸣。在动员耦合阶段,动员主客体达成共识,客体实现情感向行动的转化。但地方领导直播带货的过程中也存在一定的问题,直播的内容形式比较单一,缺乏持续有效的机制,因此地方领导应该在直播带货过程中起到引导和示范性的作用,培养当地的电商人才,发展当地的电商经济。更多还原

【Abstract】 In recent years,with the rapid development of Internet media,the online e-commerce economy has developed rapidly.At the same time,in the process of implementing poverty alleviation work and rural revitalization strategies,local leaders began to try to transform the township economy into a network economy.However,while the e-commerce economy brought development opportunities to townships,it also encountered new challenges.The popularity of the Internet is low,the information of production and sales is asymmetric,and the economic development of e-commerce is lagging behind.The sudden new crown pneumonia epidemic has brought greater challenges,offline sales channels have been blocked,and the sale of agricultural products has been serious,so many local leaders have entered the live broadcast room to help local farmers live broadcast the goods.Based on the perspective of scene theory,this paper studies the mobilization mechanism of local leaders to bring goods through live broadcast.Through research methods such as participatory observation and in-depth interviews,the mobilization mechanism of local leaders to bring goods through live broadcast is constructed.The emergence of new media technologies has created new scenarios,which in turn lead to new behaviors.The development of webcasting technologies has created new mobilization scenarios.For the formation of the mobilization mechanism,the mobilization of local leaders to bring goods through live streaming is divided into four stages.They are the mobilization initiation stage,the mobilization process stage,the mobilization influence stage and the mobilization coupling stage.In the mobilization initiation stage,local leaders integrate local product resources through government assistance and social resources,and mobilize resources together with the e-commerce park to mobilize local enterprises and human resources.In the stage of the mobilization process,the mobilization subjects include the government,local leaders,and the media.The three use different mobilization channels to publicize the value of local leaders’ live broadcast of goods and the good value of live broadcast products.In the stage of mobilization and influence,local leaders interacted with the audience in real time through the scene constructed in the live broadcast room,and stimulated the emotional resonance of the audience by displaying the image of responsible officials and using the discourse strategy of live broadcast.In the mobilization coupling stage,the subject and object are mobilized to reach a consensus,and the object realizes the transformation of emotion into action.However,there are also certain problems in the process of live broadcast by local leaders.The content form of live broadcast is relatively simple,and there is no continuous and effective mechanism.Therefore,local leaders should play a guiding and exemplary role in the process of live broadcast and delivery,and cultivate local leaders.E-commerce talents,develop the local e-commerce economy.更多还原