从学生到新农人：数字素养赋能乡村大学生直播助农的转型之路

From Student to New Farmer: The Transformation Journey of Rural College Students’ Live-Streaming for Agricultural Assistance Empowered by Digital Literacy

摘要: 在乡村振兴与数字中国战略的推动下，直播助农已发展为农村电商的重要模式，以乡村大学生为代表的新农人群体迅速兴起。然而，该群体在从学生向新农人转型过程中，仍普遍面临数字素养不足、运营能力薄弱及乡村数字环境不完善等现实挑战。为此，本文构建起涵盖技术、信息、媒介与数据素养的四维数字素养赋能框架，并从“认知重塑–能力构建–身份认同”三个阶段系统分析其角色转型机制。在此基础上，通过课程实践、竞赛孵化、政策支持与平台赋能等多措并举，不断推动形成高校、政府、平台与乡村社会协同发力的一体化路径，共同助力乡村大学生完成角色转型，以期为乡村振兴培育高素质的数字时代新农人。

Abstract: Under the impetus of the rural revitalization and digital China strategies, live-streaming for agricultural assistance has developed into an important model of rural e-commerce. A new rural population group represented by rural college students has rapidly emerged. However, this group still generally faces practical challenges such as insufficient digital literacy, weak operational capabilities, and an imperfect rural digital environment during their transition from students to new farmers. Therefore, this paper constructs a four-dimensional digital literacy empowerment framework covering technology, information, media, and data literacy, and systematically analyzes the role transformation mechanism from the three stages of “cognitive reshaping-capability construction-identity recognition”. On this basis, through multiple measures such as course practice, competition incubation, policy support, and platform empowerment, a coordinated path involving universities, governments, platforms, and rural society is continuously promoted to be formed. This aims to jointly help rural college students complete their role transformation and cultivate high-quality digital-era new farmers for rural revitalization.