Mainstream Media Live Broadcast Research On Bringing Goods To Help Poverty Alleviation

This is an important period for effectively linking poverty alleviation with rural vitalization,mainstream media actively carry out live broadcasting activities to bring goods,set the public agenda,interpret mainstream values,help poverty alleviation work,and shoulder social responsibilities.This paper comprehensively uses literature research method,text analysis method and interview method to deeply interpret the practice of mainstream media live broadcasting with goods to help poverty alleviation,and summarizes the characteristics of mainstream media live broadcasting with goods.On the basis of practices and characteristics,the effective strategies of helping poverty alleviation with goods are explored and the risks are clarified.First of all,summarize the specific practices of mainstream media live broadcasting with goods and clarify the deep logic behind it.Systematically study the practice of mainstream media live broadcasting with goods,through sorting,analysis,classification and other links extracted mainstream media live with the specific points of goods,based on the theory of "people,goods and field" of live broadcasting with goods,this paper innovatively proposes the media of glamour communication,multi-scene communication and poverty alleviation with goods in mainstream media live broadcasting with goods.Among them,it proposes that the mainstream media,including radio and television media personnel,expert leaders,and rural anchors,lead the charm communication,and show the significance of the mass communication mode of mainstream media for poverty alleviation.It is proposed that mainstream media promote the linkage optimization of belt goods field and public opinion field based on the popularity flow of e-commerce resource field.It is suggested that the mainstream media should give full play to the leading role of the opinion leaders of the mainstream media in poverty alleviation by providing cost-effective goods and promoting local culture.Secondly,based on the practice,the characteristics,content innovation and poverty alleviation effect of mainstream media live broadcast with goods are summarized.It is concluded that the mainstream media has the characteristics of public welfare services to promote the spread of the breadth,authoritative publicity to enhance the spread of heat,professional high-end leading the spread of dimension,online number of people to increase the sales amount.In terms of content innovation and poverty alleviation effect: the high-quality media resources of mainstream media to boost poverty alleviation can boost the confidence of poverty alleviation,and the fine peer-to-peer assistance.The good effect of live streaming shows the potential and value of live streaming of goods to help poverty alleviation.Based on this,three innovative exploration examples of poverty alleviation zone goods are introduced: the platform for assisting farmers of The First Secretary of Village in Jilin Province,the intelligent platform for cuckoo agricultural special products in Guizhou Baili,and the "Police network Optimization" platform.Finally,it provides development paths and strategies for mainstream media to take goods out of poverty and reminds them of the risk points in taking goods out of poverty.Lay out the communication matrix of central media leading local media,build an industry-university-research platform for live-streaming talents,promote institutional and mechanism innovation and improve responsibility supervision,and put forward risk points such as fault-tolerance rate of live-streaming talents and maintenance of media’s own credibility.Mainstream media provide authoritative information through official channels,and their live streaming activities can open up sales and broaden new ways to help farmers increase their income,thus helping to lift them out of poverty.While achieving good results in poverty alleviation,we should prevent and control risks,maintain our own image and protect our credibility.We should pay attention to the promotion effect of mainstream media live delivery activities on poverty alleviation,in order to provide some thoughts for poverty alleviation work.