电商技术嵌入下乡村情感传播的共同体建构研究——以南街村景区官方号为例

Research on Community Construction of Rural Emotional Communication Embedded in E-Commerce Technology—A Case Study of the Official Account of Nanjie Village Scenic Area

摘要: 面临乡村共同体转型危机，如何重构具有凝聚力的乡村共同体成为现代乡村治理的核心议题之一。本文突破传统以利益要素为核心的治理范式，从电商技术嵌入与情感传播的交叉融合视角出发，以南街村景区官方抖音号为个案进行研究，探讨数智时代新媒介技术如何参与治理共同体的重建。通过案例研究发现，电商直播技术、短视频技术、互动功能技术通过营造仪式在场、浓缩集体符号和激活情感反馈，系统性地组织了以红色怀旧、集体自豪和家园温情为主导的情感传播实践。该研究将情感传播作为乡村治理共同体的粘合剂，为数智时代通过情感动员实现乡村治理共同体再造提供了新的启发和思考。

Abstract: Faced with the crisis of rural community transformation, how to reconstruct a cohesive rural community has become one of the core issues in modern rural governance. Breaking away from the traditional governance paradigm centered on interest factors, this paper adopts an integrated perspective of e-commerce technology embeddedness and emotional communication. Taking the official Douyin account of Nanjie Village Scenic Area as a case study, it explores how new media technologies in the digital intelligence era participate in the reconstruction of the governance community. The case study finds that e-commerce live streaming, short-video technologies and interactive functions systematically organize emotional communication practices dominated by red nostalgia, collective pride and hometown warmth by constructing ritual presence, condensing collective symbols and activating emotional feedback. This study regards emotional communication as the adhesive of the rural governance community, providing new insights and reflections for the reconstruction of rural governance communities through emotional mobilization in the digital intelligence era.