Innovation And Diffusion Of Webcast In Frontier Minority Areas From The Perspective Of Rural Revitalization ——A Case Study Of Lijiang

As a kind of network media,webcast has attracted various classes and groups due to its fragmentation,fragmentation and decentralization.It is becoming a new media with blowout development after "short video".At this stage,China is in the transition period between the consolidation of poverty alleviation achievements and rural revitalization,which is also the initial period of implementing the Rural Revitalization Strategy.The main purpose of implementing the Rural Revitalization Strategy is to achieve the goal of overall modernization of China's agriculture,rural areas and farmers' lives.In the process of China's agriculture modernization,webcast(new media)plays an important role as a "modernity multiplier" in this process.The research results mainly start with the implementation of the Rural Revitalization Strategy,the specific social and historical background and the research perspective of development communication,take Rogers' development and communication concept as the research cornerstone,adopt the methods of content analysis,case study,in-depth interview,questionnaire survey and other research methods,and Take Lijiang City,Yunnan Province,China,a frontier area of Chinese ethnic minorities as the actual research site,Through research and analysis,this paper analyzes the social,economic,cultural,political and other aspects of the role and significance of the network live broadcast technology in the Rural Revitalization of China's border ethnic areas.On this basis,this paper deeply studies and analyzes the innovation diffusion process of rural webcast.Firstly,it studies the influence of the innovation attribute and cognitive attribute of rural webcast on the diffusion,and analyzes many attributes of rural webcast,such as "innovation,compatibility,operability,testability,observability";Secondly,it analyzes the diffusion channels of rural webcast,and finds that the new media communication and the communication within the rural social system have a certain impact on the diffusion of rural webcast;On this basis,it analyzes the adoption of early adopters,late adopters,laggards and other different audiences in the diffusion of rural webcast,as well as the psychological motivation for the audience to adopt rural webcast;Finally,research reflection and summary are carried out to study the problems and optimization strategies of rural webcast in innovation diffusion.After in-depth research,it is found that in the process of innovation and diffusion in rural areas of border ethnic minorities,due to its innovative characteristics,it can meet personal and social needs.Therefore,the audience will have a significant change in their thoughts,values and ways of action in the process of adopting the rural network live broadcasting,which will have a direct impact on the rural economic and social development and promote the overall revitalization of the countryside,It is of great practical significance to realize the agricultural and rural modernization in the border minority areas.