互联网背景下社会工作助力电商赋能乡村少数民族文化传承人的路径研究——以G省K市Z镇为例

Research on the Pathways by Which Social Work Facilitates E-Commerce in Supporting the Cultural Heritage of Ethnic Minorities in Rural Areas under the Internet Context—A Case Study of Town Z, City K, Province G

摘要: 在全面推进乡村振兴的时代背景下，电商发展已成为激发乡村内生动力、传承弘扬少数民族文化的重要途径。G省K市Z镇作为苗族聚居地区，拥有独具特色的民族手工艺资源，但当地文化传承人大多仍以家庭小作坊为主要生产方式，产品销售主要依赖熟人预订和现场游客购买，渠道十分有限。部分传承人虽尝试借助抖音、快手等平台开展线上销售，却普遍面临流量不足、销量偏低、社会关注度不高等现实问题，使其长期处于文化传承难以为继、经济收入增长乏力的双重困境。本文以Z镇少数民族文化传承人为研究对象，立足社会工作专业视角，以赋能理论为支撑，通过实地调研梳理该群体在电商发展中面临的现实困境，探讨社会工作介入电商赋能的可行性与专业优势，并在此基础上构建“个体赋能–关系赋能–文化赋能”三位一体的实践路径，旨在帮助传承人拓宽销售渠道、提高经济收益，同时为少数民族文化的活态传承与创新发展提供实践参考。

Abstract: Against the backdrop of comprehensively advancing rural revitalization, e-commerce development has become a vital pathway to stimulate rural endogenous dynamics and inherit and pro-mote ethnic minority cultures. Town Z in City K, Province G, a Miao-inhabited region, boasts distinctive ethnic handicraft resources. Nevertheless, most local cultural inheritors still adopt household workshops as their primary mode of production, with product sales heavily reliant on pre-orders from acquaintances and on-site purchases by tourists, resulting in extremely limited sales channels. Although some inheritors have attempted online sales via platforms such as Douyin and Kuaishou, they are commonly confronted with practical challenges including insufficient traffic, low sales volume and limited public attention. Consequently, they have long been trapped in a dual predicament: the difficulty in sustaining cultural inheritance and the lackluster growth of economic income. Taking ethnic minority cultural inheritors in Town Z as research subjects, this paper adopts the social work perspective and empowerment theory as its theoretical foundation. Through field investigations, it sorts out the practical dilemmas faced by this group amid e-commerce development, explores the feasibility and professional strengths of social work intervention in e-commerce empowerment. On this basis, it constructs a three-in-one practical path of "individual empowerment-relational empowerment-cultural empowerment". This study aims to help inheritors expand sales channels and raise economic benefits, while offering practical references for the living inheritance and innovative development of ethnic minority cultures.