摘要
网络直播以其互动性和便捷性革新了传统媒体的单一直播形式,增强了观众与主播的跨屏互动,并在乡村振兴战略的背景下,作为电商媒介促进了农业发展。这种直播模式不仅建立了贫困人口与消费扶贫主体间的沟通桥梁,还在推动消费扶贫及可持续发展战略中发挥了关键作用。通过符号学理论,分析了直播环境下品牌功能的释放及其与乡村振兴战略的协同共建,揭示了符号、价值、直播和品牌间的动态互动,为乡村振兴下的直播品牌建设提供了理论和实践指导。
The interactive and convenient nature of live-streaming has revolutionized the one-way broadcasting format of traditional media,enhancing cross-screen interaction between audiences and anchors.In the context of the rural revitalization strategy,live-streaming serves as an e-commerce medium that facilitates agricultural development.This model not only establishes a communication bridge between impoverished populations and consumers who support poverty alleviation,but also plays a pivotal role in promoting consumption-based poverty alleviation and sustainable development strategies.Drawing on semiotics theory,this paper analyzes the release of brand functions within the live-streaming environment and their collaborative construction with the rural revitalization strategy.It reveals the dynamic interactions among symbols,values,live-streaming,and branding,offering theoretical and practical guidance for the construction of live-streaming-based brands in the context of rural revitalization.
出处
《传媒经济与管理研究》
2024年第2期300-323,共24页
Media Economics and Management Research
基金
黑龙江省哲学社会科学研究规划项目“黑龙江‘老字号’品牌塑造与宣传策略研究”(23XWC203)
黑龙江省属高校基本科研业务费基础研究项目“数字化时代黑龙江地区冰雪旅游品牌文化符号的共情传播机制研究”(YWF10236230119)。
关键词
符号学
直播模式
品牌建构
乡村振兴战略
Semiotics
Live-streaming Model
Brand Construction
Rural Revitalization Strategy
作者简介
张福银,男,四川大学文学与新闻学院博士研究生,绥化学院文学与传媒学院讲师,四川大学符号学—传媒学研究所成员。研究方向:品牌符号学、传播学、文化科技。电子邮箱:zhangfuyin@stu.scu.edu.cn。
