新农人电商实践中的主体性形态及其培育策略——基于对H镇渔业电商从业群体的考察

Subjectivity Forms and Cultivation Strategies in the E-Commerce Practices of New Farmers—Based on an Investigation of the Fishery E-Commerce Practitioners in Town H

摘要: 基于对H镇电商创业群体的田野调查，探索数字时代新农人主体性生成机制。研究发现，新农人的主体性是在平台制度、政策结构与乡土社会关系的交错张力中被动态生成的实践性结构。H镇新农人的电商实践蕴含了“可见性引导–策略调适–组织嵌入–身份协商”的逻辑，其主体性表现出动态性、权宜性与媒介性等特征。平台算法与制度支持构成了主体生成的结构条件，而新农人的实践策略与关系嵌入则构成了主体性形塑的能动性因素。研究深化了对数字时代农村行动者的社会建构过程的理解，为乡村数字化转型中行动者角色的再认识提供了理论解释路径。

Abstract: Based on the field survey of the e-commerce entrepreneurial group in Town H, this study explores the formation mechanism of the subjectivity of the “new farmers” in the digital era. The research finds that the subjectivity of the new farmers is a dynamic and practical structure generated amid the intertwined tensions of platform systems, policy frameworks, and rural social relationships. The e-commerce practices of the new farmers in Town H follow a logic of “visibility guidance - strategic adaptation - organizational integration - identity negotiation”, and their subjectivity exhibits characteristics such as dynamism, expedience, and mediatization. Platform algorithms and institutional support constitute the structural conditions for the formation of subjectivity, while the practical strategies and relational integration of the new farmers serve as the agentic factors in shaping subjectivity. This study deepens the understanding of the social construction process of rural actors in the digital era and provides a theoretical explanatory path for recognizing the role of actors in the digital transformation of rural areas.