数字时代乡村叙事中的“新乡人”传播实践与主体性协商——以“酉田花开”民宿为例

Communication Practices and the Negotiation of Subjectivity among “New Rural Residents” in Digital-Age Rural Narratives—A Case Study of the “Youtian Huakai” Homestay

摘要: 数字媒介已经深度嵌入乡村社会，这使得乡村叙事的生产主体和传播方式发生了不小变化。乡村不再只是一个被动等待呈现的地理空间，而是慢慢成为被书写、展示、传播和体验的对象本身。“新乡人”作为进入乡村的外来建设者、经营者和传播者，一边参与乡村形象的塑造，一边也在自己的传播实践中不断调整着自身的主体位置。本文选取浙江省松阳县酉田村“酉田花开”民宿作为案例，借助深度访谈和参与式观察，考察了数字时代乡村叙事里“新乡人”的传播实践，以及他们在这个过程中如何进行主体性协商。研究发现，“新乡人”把民宿空间改造、文化活动策划、新媒体传播和游客互动综合起来，将乡村生活空间转化成一个既有审美价值又便于传播的叙事空间。与此同时，他们也在“外来者”“经营者”“建设者”和“乡村叙述者”这几种身份之间展开持续的角色调适。本文认为，数字时代的乡村叙事不单单是在传播地方形象，更是“新乡人”在城乡关系、媒介逻辑与地方实践之间进行的一场持续协商。

Abstract: Digital media have become deeply embedded in rural society, substantially changing both the subjects producing rural narratives and the ways in which they are communicated. The countryside is no longer merely a geographical space waiting passively to be represented; it has gradually become an object that is written about, displayed, circulated, and experienced. As external builders, operators, and communicators entering the countryside, “new rural residents” participate in shaping rural images while continuously adjusting their own subject positions through their communication practices. This study takes the “Youtian Huakai” Homestay in Youtian Village, Songyang County, Zhejiang Province, as a case study and, drawing on in-depth interviews and participant observation, examines the communication practices of “new rural residents” in digital-age rural narratives and how they negotiate their subjectivity in this process. The study finds that these new rural residents integrate homestay space renovation, cultural event planning, new media communication, and tourist interaction, transforming rural living space into a narrative space that has aesthetic value and lends itself to circulation. At the same time, they engage in continuous role adjustment among identities such as “outsider,” “operator,” “builder,” and “rural narrator.” This study argues that rural narrative in the digital age is not merely the communication of a local image but also an ongoing negotiation undertaken by “new rural residents” among urban-rural relations, media logic, and local practice.