电商直播助农：技术赋能与乡村经济振兴的深化探索

E-Commerce Live Broadcast to Help Farmers: Deepening Exploration of Technology Empowerment and Rural Economic Revitalization

摘要: 目的：本研究聚焦电商直播在助农场景中的技术赋能效应，旨在揭示如何更好对农产品流通、乡村文化影响力提升及乡村经济多元化起推动作用。方法：采用文献分析、以及参与式观察等方法，运用媒介化理论、符号生产理论及互动仪式链理论分析电商直播助农。结果：研究发现，电商直播通过可视化技术重构乡村形象，赋能农户成为数字展演者，有效促进了农产品销售和乡村文化传播，形成了城乡信息传播的新生态，但在实际发展过程中也存在一些问题。结论：提出优化直播助农效果的策略，旨在为乡村经济振兴提供理论支持与实践指导，推动乡村经济高质量发展。

Abstract: Objective: This study focuses on the technical empowerment effect of e-commerce live broadcast in helping farm scenes, aiming at revealing how to better promote the circulation of agricultural products, the promotion of rural cultural influence and the diversification of rural economy. Methods: Using the methods of literature analysis and participatory observation, using the media theory, symbol production theory and interactive ritual chain theory to analyze the live broadcast of e-commerce to help farmers. Results: The study found that e-commerce live broadcast reconstructed the rural image through visualization technology, empowered farmers to become digital performers, effectively promoted the sales of agricultural products and the spread of rural culture, and formed a new ecology of urban and rural information dissemination, but there were also some problems in the actual development process. Conclusion: The strategy of optimizing the effect of direct seeding to help farmers is put forward, aiming at providing theoretical support and practical guidance for rural economic revitalization and promoting the high-quality development of rural economy.