数字传播时代乡村记忆的建构景观与路径——以黔东南州榕江县的“村超”赛事为例

The Construction Landscape and Path of Rural Memory in the Era of Digital Communication —A Case Study of “Village Super League” Competition in Rongjiang County, Qiandongnan Prefecture

摘要: 贵州“村超”自2023年5月以来火爆出圈，以“民族文化 + 体育竞技 + 新媒体营销”模式发掘了乡村文化传播的新形式，助力贵州省黔东南州榕江县的乡村振兴发展。本论文以贵州榕江县“村超”赛事为例，分析在数字传播时代，榕江县“村超”赛事的文化营造作为数字人文项目如何建构乡村记忆的景观与路径。研究发现：“村超”作为数字传播时代的乡村记忆，营造的数字人文是社会记忆再生产的新景观，其形式再生产、内容再生产和意义再生产都适用于“村超”的破圈传播。同时，“村超”的文化营造需面向数字人文的建构观，即从主体逻辑、数据逻辑和技术逻辑分析记忆主体的多元化、记忆客体的多样化和记忆中介的数字化来建构数字时代的乡村文化。

Abstract: “Village Super League” in Guizhou has been popular since May 2023, exploring new forms of rural cultural communication with the model of “national culture + sports competition + new media marketing”, and helping the rural revitalization and development of Rongjiang County, southeast Guizhou Province. This paper takes the “Village Super League” competition in Rongjiang County, Guizhou as an example to analyze how the cultural construction of the “Village Super League” competition in Rongjiang County, as a digital humanistic project, constructs the landscape and path of rural memory in the era of digital communication. The research finds that “Village Super League” is the rural memory in the era of digital communication, and the digital humanity created is a new landscape of social memory reproduction, and its form reproduction, content reproduction and meaning reproduction are all suitable for the broken circle communication of “Village Super League”. At the same time, the culture construction of “Village Super League” needs to be oriented towards the construction concept of digital humanity, that is, from the subject logic, data logic and technical logic to analyze the diversification of memory subjects, the diversification of memory objects and the digitalization of memory intermediaries to construct rural culture in the digital age.