平台治理与乡村电商振兴：抖音“乡村守护人计划”的场域重构机制

Platform Governance and Rural E-Commerce Revitalisation: Douyin’s “Rural Guardian Programme” and Its Mechanism for Reconfiguring the Field

摘要: 在数字乡村战略持续推进的背景下，短视频平台日益成为乡村电商发展的重要组织力量。本文以抖音“乡村守护人计划”为研究对象，结合媒介场域理论与结构洞理论，分析平台项目化机制如何重塑乡村电商子场域的关系结构。研究发现，该计划通过身份认证、流量支持、电商工具嵌入与能力培训等制度安排，连接政策体系、地方产业与全国市场，促进象征资本、流量资本与经济资本之间的转化与整合。在弥合结构性断裂的同时，平台逐渐由传播媒介转向资源组织与关系配置的制度性中介，进一步指出，资本重组与行动惯习的调整虽拓展了乡村主体的发展空间，但也可能带来新的依赖关系与层级分化。

Abstract: Against the backdrop of China’s digital rural development strategy, short-video platforms have increasingly become key organizational actors in rural e-commerce. Taking Douyin’s “Rural Guardian Programme” as a case, this paper draws on field theory and structural hole theory to explore how project-based platform mechanisms reshape the relational structure of the rural e-commerce subfield. The study finds that through institutional arrangements such as identity certification, traffic support, e-commerce tool integration, and capacity building, the programme connects policy systems, local industries, and national markets, facilitating the conversion and integration of symbolic, traffic, and economic capital. While bridging structural disconnections, the platform has gradually shifted from a communication intermediary to a resource organizer and institutional broker. The paper further argues that although capital recombination and habitus adjustment expand development opportunities for rural actors, they may also generate new forms of dependency and hierarchical differentiation.