基于情动理论视角：“三农”短视频的传播机理及营销策略研究

Research on the Dissemination Mechanism and Marketing Strategies of “Agriculture, Rural Areas, and Farmers” Short Videos from the Perspective of Affect Theory

摘要: 在数据洪流背景下，“三农”短视频凭借其独特的以农村为背景、农民情感叙事为主题的方式，已成为推动农村电商和农村经济发展的重要力量。这些短视频通过唤起受众的乡土情怀，为乡村产品外销提供了新的市场营销路径，同时也促进了农村电商经济的发展。本文基于情动理论分析视角，从情绪、情感、情动三个方面详细梳理了“三农”短视频的传播机理，提出了“三农”短视频背景下农村电商营销的策略，包括完善营销叙事策略、情感体验与沉浸式消费体验、增添品牌情感价值、增加变现模式与延长助农产业链等内容，旨在为农村电商与经济的发展提供支持和指导。

Abstract: In the context of the data deluge, short videos focusing on “agriculture, rural areas, and farmers” have emerged as a significant force driving rural e-commerce and economic development. By evoking viewers’ nostalgia for their hometown, these short videos featuring unique rural settings and emotional narratives centered on farmers provide new marketing channels for the export of rural products, while also promoting the growth of rural e-commerce. From the perspective of affect theory, this paper delves into the dissemination mechanism of “agriculture, rural areas, and farmers” short videos in terms of emotions, feelings, and emotional actions. It proposes marketing paths for rural e-commerce in the context of these short videos, encompassing refining marketing narrative strategies, fostering emotional experiences and immersive consumption, enhancing brand emotional value, diversifying monetization models, and extending the agricultural assistance industry chain. The aim is to provide support and guidance for the development of rural e-commerce and rural economy.