Research On E-commerce Communication Of "Live Broadcast With Goods" In The Context Of Rural Revitalization

Rural revitalization occupies a strategic position in the process of China's socialist modernization development.It is a strategic starting point to narrow the gap between urban and rural areas in China,a key project to realize the great rejuvenation of the Chinese nation,and one of the priorities of the Party and the state.With the rural revitalization strategy as the research background,this paper analyzes and explores the dissemination of a popular e-commerce model--"live streaming with goods" in rural society,and studies the role of "live streaming with goods" in the process of rural revitalization through literature research,content analysis and semi-structured interview method.This paper contains six chapters: the introduction includes research background,research significance,literature review,theoretical basis and research design.The second part mainly introduces the current situation of the transmission of "live broadcast with goods" under the background of rural revitalization,elaborates the rise and causes of "live broadcast with goods" in the countryside,and analyzes the role it plays in the rural revitalization.Third part combed the "live" four kinds of transmission mode,including the government officials for "live" dominated by local villagers,"live" dominated by the mainstream media,"live" web celebrity,flux led the "live",and from formation mechanism,the transmission characteristics and transmission efficiency of three dimensions,respectively,are analyzed.The fourth part from the "five w" spread model combing the spread of the "live" characteristics,the key to select the most can highlight "live" characteristics of the media and audience,communication effect summarized three angles,summarizes the facility for live,live the diversity of forms of flexibility,live platform,the audience interaction of immediacy,audience perception of authenticity,the use of the audience meet resistance,live to experience immersion,anchor behavior orientation,passivity,a total of nine propagation characteristics of the fans to buy.The fifth part,from the perspective of Lasswell's theory of "three functions",analyzes the communication functions of "live broadcasting and goods carrying" under the background of rural revitalization,including the monitoring function at the level of rural economy,the coordination function at the level of rural social relations,and the inheritance function at the level of rural culture.Last part according to the propagation mode of "live",characteristics and functions of three aspects,this paper analyze the development of the "live" exist problems and put forward development Suggestions,in order to "live" electricity development model has a new upgrade,the new change in the country,to the advancement of rural revitalization strategy of power.