乡村文化的“创新”与“守正”：电商直播助力乡村文化振兴的双重逻辑研究

“Innovation” and “Integrity” of Rural Culture: A Study on the Dual Logic of E-Commerce Live Streaming in Boosting Rural Cultural Revitalization

摘要: 文化振兴是推进乡村振兴的内在强大力量。在数字时代下，电商直播已经成为助力乡村文化振兴的重要路径。分析电商直播赋能乡村文化振兴的“创新”与“守正”双重逻辑，有利于促进乡村文化振兴。电商直播通过突破传统传播局限、吸引多元受众、促进城乡文化融合，助力乡村文化实现“创新”传播；同时在“守正”方面，乡村文化应传承文化精髓、保持地域特色，并推动文化生态与产业的可持续发展。“创新”与“守正”相辅相成、辩证统一，二者平衡协调、共同构成电商直播赋能乡村文化振兴的理论框架，为实现乡村文化在现代化进程中的活态传承与创新传播提供了实践路径。

Abstract: Cultural revitalization serves as an inherently powerful force in advancing rural revitalization. In the digital era, e-commerce live streaming has emerged as a crucial avenue for bolstering rural cultural revitalization. Analyzing the dual logic of “innovation” and “integrity” in how e-commerce live streaming empowers rural cultural revitalization is conducive to promoting the latter. By breaking through traditional communication limitations, attracting diverse audiences, and facilitating cultural integration between urban and rural areas, e-commerce live streaming aids in the “innovative” dissemination of rural culture. Simultaneously, in terms of “integrity”, rural culture should inherit its cultural essence, preserve its regional characteristics, and promote the sustainable development of cultural ecology and industries. The concepts of “innovation” and “integrity” complement and dialectically unify each other. Their balanced coordination collectively forms the theoretical framework for e-commerce live streaming to empower rural cultural revitalization, providing a practical path for achieving the dynamic inheritance and innovative dissemination of rural culture in the process of modernization.