平台型就业视域下返乡大学生直播助农的职业适应困境与就业指导机制研究

A Study on Career Adaptation Challenges and Employment Guidance Mechanisms of Hometown-Returning University Graduates Engaged in Agricultural Live-Streaming under the Background of Platform-Based Employment

摘要: 直播助农作为数字经济与农村电商深度融合催生的新型平台型就业形态，具有算法依赖、零工化、多角色复合及收益高度不确定等特征。返乡大学生在参与中面临四重困境：职业认知受流量逻辑误导，技能储备难以应对运营复杂性，角色转换滞后于零工化要求，情绪劳动被数据监控强化且发展预期模糊。其本质在于高校就业指导体系与平台型新业态之间的结构性脱节。基于平台型就业理论，本文构建了认知重塑–模块化培训–校地企实践–心理支持–动态反馈“五位一体”的就业指导创新机制，并针对师资短板、资源约束与平台规则变动等现实难点，提出高校、平台企业与地方政府三方协同的优化路径，以期为返乡大学生在直播助农领域实现高质量稳定就业提供学理支撑与实践参考。

Abstract: Agricultural live-streaming that helps farmers is a new kind of platform-based work, which comes from the deep integration of digital economy and rural e-commerce. This form of employment has four clear main features: it relies heavily on algorithms, it counts as gig work, people who work in it take on multiple mixed roles, and their personal income changes a lot all the time. When college graduates go back to their hometowns and join this industry, they run into four big problems. The logic of online traffic messes up how they see their career choices. Their current skills aren’t enough to deal with the complex step-by-step work that the job needs. Their shift into the new role hasn’t caught up with what gig work actually asks for. Constant data watching makes their emotional work even heavier, and it’s also really hard to tell what their long-term career future will look like, no clear answers there. At the center, this tricky situation comes from a structural mismatch between how college career counseling works now and these new platform-based types of jobs. This study uses platform employment theory to build a new five-part connected career guidance system, which covers five separate parts: changing how people think about the work, split-up skill training, joint practice between universities, local government and local businesses, help with mental health, and live dynamic feedback. To fix real-world problems like not having enough teachers, not enough extra support resources, and platform operation rules that get changed all the time, this paper puts forward a better three-way joint governance framework that includes universities, platform companies and local government. The goal is to give solid theory help and useful practical suggestions for college graduates who go back to hometown, so they can get good quality stable jobs working in agricultural live-streaming.