| Rural revitalization faces the social reality of China in the past four decades: urban development is vigorous,while rural areas gradually lose their subjectivity.In the context of the rapid iteration of Internet technology and the rapid progress of the self-media industry,the rapid rise of rural internet celebrity groups,with their active media practices of self-expression,self-writing and self-construction,has been embedded in the rural digital governance system and has become a must-have the subject of existence.This research takes "rural Internet celebrities" as the starting point to carry out field investigations in G County,southern Henan,mainly using the relevant theories of "rural communication" and based on the localization point of view of communication,focusing on how they participate in rural areas as an emerging force built."Rural Internet celebrities" are specific groups formed under the empowerment of technology,policy support,and commercial competition.They are conscious displayers of the rural appearance,"social experts" who are closely connected with the masses,and are rooted in the countryside.New "opinion leaders".Rural Internet celebrities in G County can be subdivided into three types according to their different levels of value: Internet celebrities for agricultural and sideline products,Internet celebrities for rural culture promotion,and Internet celebrities for participation in rural public affairs.They are promoting the development of agricultural economy and helping traditional culture.Communication and participation in social grass-roots governance have great potential value.However,due to the low degree of specialization and non-professionalization,the communication of rural Internet celebrities presents real problems such as mixed content,lack of main groups,and difficulty in organization and coordination.At the same time,due to the characteristics of Internet culture,the communication of “Village Popularity” also faces development challenges such as entertainment and digestion of rural connotations,value confrontation brought about by the dual pattern of urban and rural areas,alienation risks caused by business discipline,and insufficient long-tail effect.The study believes that under the guidance of the government,the active practice of Internet celebrities,and the collaborative governance of multiple entities on the business platform,rural Internet celebrities should be able to achieve a substantial increase in value.First,government departments should actively carry out top-level design,replace “management” with “guiding”,and activate the endogenous power of rural areas through direct support,discourse guidance,and promotion of media integration;Social governance,through the practice of media culture,shape the image of "new farmers",consciously become new village sages,highlight the characteristics and advantages of local society,abandon the "other" narrative of urban culture,enhance the value cognition of villagers,and reshape as a rural culture through economic practice,give full play to the value of rural IP,establish rural "Internet celebrity check-in places",link urban and rural areas with "goods",promote employment with "people",revitalize rural economy,and promote sustainable rural development;through social practice,Open channels and build a social public domain;finally,commercial platforms should actively assume media responsibilities,and use entertainment to spread rural culture through innovative "playing methods",algorithmic recommendations,and collaborative innovation mechanisms,increase the attention of "rural content",and help rural networks.Red participates in rural digital governance.To sum up,the media practice of rural Internet celebrities can play a positive role in rural governance under the collaborative innovation of multi-party mechanisms.By participating in the torrent of the era of rural revitalization,rural Internet celebrities can play an example in the process of stimulating the endogenous power of rural revitalization.and leading role. |
