Research On The Context Communication Of Taobao's "Village Broadcasting Project" Under The Revitalization Of Rural Culture

The “three rural issues” of rural areas,agriculture,and peasants are related to social stability,economic development,and comprehensive rural revitalization.In the context of the current “Internet +” and the consolidation and expansion of poverty alleviation achievements and the implementation of a comprehensive rural revitalization strategy,rural e-commerce is helping rural areas.An important part of rural e-commerce live broadcast connects vast rural and urban areas.Rural e-commerce live broadcast shortens the time and space distance,connects products in rural areas with the vast market,connects the real scene of rural natural scenery with the virtual scene of the live broadcast room,connects people and nature,and virtualizes the digitalization in the live broadcast room.In the scenario,the user obtains the agricultural products displayed in this space by making a purchase.From the perspective of context theory,this article combines the theoretical research of Joshua Meyrowitz,Robert Scober,Peng Lan and others,and adopts research methods such as case analysis and participatory observation,and selects it to be selected by the China Federation of Internet Social Organizations in2019.One of the top ten online poverty alleviation cases,the Taobao live broadcast "Village Broadcasting Plan" is used as a specific case to analyze the production and dissemination of rural e-commerce live broadcast context.Under the care of context theory,we will further understand the types,characteristics and value meaning of rural e-commerce live broadcast context,point out the problems in the scenes,and conduct cultural reflections on them based on academic principles.This paper is divided into four parts.The first part is the introduction,which introduces the research background,research purpose and significance,literature review and concept definition,research methods and research framework of the thesis.In the second part,combining the research objects of the relevant literature and thesis,first classify the scenes of the "village broadcast plan",and use the classification of the rural landscape by landscape architects to divide the scenes in the live broadcast of the Taobao "village broadcast plan" into production Labor scenes,city life scenes,local scenic spots and theater performance scenes.It is found that the context of "village broadcasting plan" is constructed with the help of hard element mobile devices,and is composed of the scene subject "village broadcasting" anchor's communicative performance,user's participatory interaction and the immersive experience.The third part is to study the characteristics and value of the "village broadcast plan" context.The research found that in the context characteristics of Taobao "village broadcast plan",the presentation of space scene with "soil" as the selling point is not only the consumption of agricultural products,but also the consumption of rural landscape;with "township" as the traction,it connects the nostalgic memory of users,and users are satisfied in the consumption of memory symbols;with "friends" as the starting point,it has the accompanying function of "village broadcast plan".It enhances the emotional identity of users.In terms of the context value of Taobao's “Village Broadcasting Project”,first,it is embodied in the empowerment of technology and media,which mobilizes the enthusiasm of “new farmers”.Second,through the spread of the "village broadcast" scene,the village anchors constructed the self-image of the "new farmers" and reflected their subjective status.Third,Taobao's "Village Broadcasting Plan" realizes the economic significance of agricultural product sales through the establishment of consumption scenarios,and achieves the purpose of consumer assistance to farmers.The fourth part is to study the problems of rural e-commerce live broadcast scenes and conduct cultural reflection from the academic perspective.It needs to be pointed out that there are common problems in rural e-commerce live broadcast scenes like Taobao's "Village Broadcasting Plan".Only by pointing out the common problems of rural e-commerce live broadcast scenes,and targeted solutions can we better promote rural e-commerce.The long-term development of commercial live broadcast,rather than the isolated development of a single village broadcast project.The research found that in terms of rural e-commerce live broadcast scene problems,the scene was degraded and homogenized,as well as deviations in the setting of the main scene of the peasants,which further solidified the image of the peasants.Finally,the cultural reflection on the rural e-commerce live broadcast scene,pointed out that the rural e-commerce live broadcast is actually a reproduction of the rural space under commercial expropriation,which superimposes the marketing value and social value that the rural real space does not have.Under the empowerment of the media,the local anchors have become active visual producers,but they are actually performing symbolic physical performances that cater to the imagination of the peasants by others.In the end,we should also pay attention to the fact that rural e-commerce live broadcast is actually a new form and way of communication.The rural e-commerce live broadcast scene is always part of the rural media culture,and it should be correctly guided and constructed.