兴趣电商时代乡村地域品牌的建构与传播策略

Construction and Communication Strategies of Rural Regional Brands in the Era of Interest E-Commerce

摘要: 本文以马克思主义政治经济学、文化生产与意识形态批判理论为基础，结合数字资本主义批判视角，探究兴趣电商时代乡村地域品牌的建构与传播策略，解构了该品牌在数字平台中的生产、流通与消费全过程。研究发现，兴趣电商平台借助算法推荐等手段，将乡村地域文化资源转化为数字商品，形成“数字地租”、“注意力剥削”的新型资本积累模式。乡村地域品牌打造需对乡土文化符号进行提取、转化与再编码，但其传播也面临文化异化、数字鸿沟加剧、乡村主体性消解等风险。数字资本深度渗透乡村背景下，乡村地域品牌建设需突破单一经济逻辑，以人民为中心，坚守文化自主与生态可持续，走综合发展之路，探索契合乡村振兴战略的数字化实践模式。

Abstract: This paper is based on Marxist political economy, cultural production and ideology criticism theories, combined with the critical perspective of digital capitalism, to explore the construction and dissemination strategies of rural regional brands in the era of interest e-commerce, and deconstructs the entire process of production, circulation and consumption of this brand on digital platforms. The research finds that interest e-commerce platforms, through means such as algorithm recommendations, transform rural regional cultural resources into digital goods, forming a new capital accumulation model of “digital rent” and “attention exploitation”. The creation of rural regional brands requires extracting, transforming and re-encoding of local cultural symbols, but their dissemination also faces risks such as cultural alienation, exacerbation of the digital divide, and the disintegration of rural subjectivity. In the context of deep penetration of digital capital in rural areas, the construction of rural regional brands needs to break through the single economic logic, center on the people, adhere to cultural autonomy and ecological sustainability, take a comprehensive development path, and explore a digital practice model that is in line with the rural revitalization strategy.