Research On We-media Communication Of Rural E-commerce In The Post-epidemic Era

At the beginning of 2020,the emergence of a new crown pneumonia epidemic brought a major blow to China’s consumer industry,China’s macroeconomic trend was down,and the secondary industry was also greatly affected.The original offline consumption mode and The physical business has encountered challenges,and the business models of "home economy"and "cloud shopping" have gradually emerged.At the same time,with the advent of a mediated society and the vigorous development of self-media,the low threshold of self-media has provided a new development opportunity for rural e-commerce.Under the background of the new social environment and media environment,rural e-commerce has deepened the alliance with external self-media platforms and strengthened the content layout.Advantages,rural e-commerce conducts self-media communication practices through short videos,live broadcasts,etc.,promoting the two-way flow of people,money and goods between urban and rural areas.Therefore,it has rich practical significance to study the related issues of how rural e-commerce uses self-media to carry out communication practice.In order to carry out micro-explanation,this paper selects the first batch of "Taobao towns" in D Town,Heze City,Shandong Province as a typical case,and uses the case analysis method to conduct a specific study on the we-media communication practices of e-commerce in D Town,Heze City in the post-epidemic era.This research mainly focuses on two questions:First,what are the motivations for rural e-commerce to spread we-media in the post-epidemic era?In response to this problem,the author conducted research using the indepth interview method.The research found that:the advent of the media society,the practice of economic mediation,the embedding of the Internet,the layout of new infrastructure,and the empowerment of business platforms are the self-reliance of e-commerce in town D in the post-epidemic era.The media communication practice provides the external driving force;the mobilization of administrative power,the acquaintance network in rural society,and the individual self-demand drive of business owners provide the internal driving force for its communication practice.Second,what are the specific practices of rural e-commerce for wemedia communication in the post-epidemic era?In response to this problem,the author conducted research using the in-depth interview method and participatory observation method.The research found that there are differences in the communication practices of we-media among e-commerce enterprises in different production links in town D,but in general,in the post-epidemic era,D The main forms of we-media communication of town e-commerce are the release of short videos and the establishment of live broadcasts.The dissemination content on the we-media platform includes fragmented narratives,self-presented life records,product promotions that win attention and economy,and investment promotion.Information sharing for recruiting and acquiring social capital,personal inspirational storytelling,positive energy for shaping self-image,etc.Secondly,through in-depth interviews,the author summarizes the we-media communication value of e-commerce in town D in the post-epidemic era from a micro to macro perspective.At the end of the article,based on the in-depth interviews and participatory observations in the previous article,the author summarizes the problems existing in the we-media communication of e-commerce in town D in the post-epidemic era,and then puts forward targeted optimization suggestions,in order to improve the rural electricity supply in town D.The we-media communication of businessmen provides inspiration for reference.