Research On The Narrative Strategy Of Farmers’ Stories In The Live Broadcast

Relevant data from the 45th Statistical Report on Internet Development in China released by China Internet Network Information Center(CNNIC)shows that by March 2020,the total number of domestic network live broadcast users reached 560 million,an increase of 163 million compared with the end of 2018,accounting for 62.0%of all netizens.E-commerce live broadcast uses the way of video live broadcast to vividly and comprehensively show the products to the audience through the explanation of the anchors in the broadcast room.It has diversified styles,strong interaction and higher conversion rate.For the implementation of the all-round well-off society,is crucial to the year 2020,in the final showdown poverty crucial symposium,xi general secretary put forward the concrete requirements to solve the problem of agriculture animal husbandry products this key,agricultural products sales in 2020 is also affected by the outbreak of the new champions league directly,all kinds of offline business to enhance the speed of the online business transformation,The combination of e-commerce live broadcast,which can generate huge traffic increment and help farmers to alleviate poverty,has brought a new marketing model--live broadcast for farmers,which has become an important means to promote economic recovery.With the continuous support of the policy,the livestreaming for farmers will still play an important role in the future.As an important strategy for rural revitalization and an emerging product of the in-depth integration of online poverty alleviation,the live-streaming of rural assistance not only guides the development of e-commerce in rural areas,but also tells the stories of new farmers for the audience and consumers.In this paper,the author associates live-streaming with stories and images of farmers,and explores the narrative strategy of live-streaming with stories of farmers.As of December 18,2020,Mango’s official public account has published 108 articles,46 of which refer to the stories of farmers in the live broadcast of Mango’s supermarket.The author takes these 46 articles as samples to analyze them and study their narrative strategies for telling farmers’ stories.In this paper,farmers live broadcast is compared with farmers stories told by traditional print media and TV media,and the differences between them in narrative perspectives,narrative content and narrative methods are analyzed according to narratology theory.And take the stories of farmers told in the live broadcast of Mango’s Helping Farmers in the Cloud Supermarket as samples to analyze its narrative perspective,image narrative strategy and narrative strategy.After that,according to the narrative strategy of farmers’ stories in the live broadcast of Hunan agriculture platform "Mango Poverty Allowance Cloud Supermarket",the advantages and characteristics of farmers’ stories are summarized,and attempts are made to explore the multi-dimensional narrative research of farmers’ stories from the aspects of narrative perspective,narrative platform,content production,spiritual core and professional guidance.