Research On The Problems And Countermeasures Of Live Broadcasting And Selling Of Officials In L County

Implementing the rural revitalization strategy is a major decision and deployment made at the 19 th National Congress of the Communist Party of China.County officials’ live streaming sales integrate local resources with live streaming sales models to promote county economic development,which is an innovation in grassroots governance and an exploration of a new path for empowering rural revitalization.This article takes the relevant practice of live streaming and sales of county officials in L County,Ankang City,Shaanxi Province as a research case.It takes 18233 interactive data real-time sent by netizens on the live streaming and sales of officials in L County as the entry point,and combines information published on government websites,news reports from mainstream media,and interview materials for direct broadcasting officials in L County as research reference materials.Conduct research on the impact of this practice on agricultural and rural development,systematically analyze the current situation of live streaming and sales of officials in L County,and based on this,summarize the practical experience of live streaming and sales of officials in county areas and identify problems.Research has found that the L County government and officials fully utilize the advantages of local agricultural and tourism resources,carry out live streaming and sales activities for county officials with the support and norms of relevant regulations,and are in a good public opinion context.Clearly define the diverse public values inherent in the live streaming and sales of county officials.Firstly,this model utilizes government credibility to empower rural enterprises and products in the region.Bestselling local product sales chain,building local characteristic brands.Secondly,live streaming and sales of officials from L County can help achieve industrial supply side structural reform and activate the vitality of local market entities.Once again,this model interweaves the technological,cultural,and political contexts,showcasing the value of local tourism and transforming "online traffic" into "passenger traffic".Finally,this model visualizes the administration of county governments,showcasing their innovative spirit and responsibility.However,there are also problems with this model in promoting the development of local counties,such as lagging regulatory laws,unclear implementation of regulatory responsibilities,legal risks faced by live streaming officials such as advertising,products,integrity,and competition restrictions.The long-term mechanism of live streaming urgently needs to be improved,and the credibility of the government may be affected.In response to these issues,corresponding suggestions are proposed in the article,in order to standardize and improve the live streaming and sales of county officials,open up new paths for more county governments to assist agriculture,and effectively promote the development of agriculture and rural areas.