| In 2017,General Secretary Xi Jinping proposed the rural revitalization strategy in the report of the 19 th National Congress,and pointed out that the rural revitalization strategy is an inevitable choice to realize the common prosperity of all people,plays a strategic role in the development of China’s socialist modernization,and is of great practical significance and far-reaching historical significance to the realization of the "two hundred years" goal and the Chinese dream of the great rejuvenation of the Chinese nation.It is of great practical significance and far-reaching historical significance.The rapid development of mobile Internet has brought new opportunities for the development of live webcasting,and more and more people have joined the ranks of live webcasting.Agricultural products are also moving toward the goal of realizing rural revitalization with the help of webcasting.With the assistance of other industries such as logistics and transportation,live agricultural products have shown a more amazing value in rural revitalization,increasing the income of the majority of farmers by expanding the sales of agricultural products.The threshold of agricultural products live broadcast is low,and more and more users are flocking to the live broadcast industry,which has been developing rapidly in the past two years,but the emergence of new things is often accompanied by many shortcomings and shortcomings,and farmers’ products live broadcast needs to be improved and perfected continuously in order to obtain long-term development.This paper takes the rural revitalization strategy as the background,studies the live broadcast of agricultural products on Jitterbug platform through questionnaire survey method,case study method and participatory observation method,selects effective observation samples,sorts out the current situation of live broadcast of agricultural products on Jitterbug platform,and concludes that the types of live broadcast of agricultural products include personal anchor of self-media,grassroots cadres anchor and professional anchor;the communication methods include amenity type live broadcast,"persona " exhibition live broadcast,chatting and accompanying live broadcast,and clinical reproduction live broadcast in four categories,etc.And by issuing questionnaires to the audience watching agricultural products live on the Jitterbug platform to understand the audience behavior,combined with the observation of sample examples,and analyzing the communication practice of agricultural products live on the Jitterbug platform based on the four principles of 4I theory: interestingness,interest,interactivity and individuality,the current problems in agricultural products live communication are derived,specifically including: one interactive content homogenization and commercialization;two user portrait is not The third is poor brand awareness,the supply chain cannot keep up,and the quality is not guaranteed;the fourth is limited by the personal quality of the anchor,and the information and spiritual needs cannot be satisfied.Finally,based on the above-mentioned problems,optimization suggestions are put forward,as follows: capture hot topics and create unique content;locate target audiences and close the distance with them;build brands,extend the industry chain and improve services;cultivate professional anchor training and improve the quality of anchors.In order to achieve new upgrades and new transformations for the agricultural products live broadcast,and continuously inject momentum for the promotion of rural revitalization strategy. |
