“Short Video + Live Broadcast”: A New Model for Rural Revitalization Powered by Digital Technology

在互联网平台经济日益发展的背景下，短视频与直播逐渐成为推进乡村振兴的重要力量。当前，拍摄短视频与直播带货的方式，门槛低、速度快、效率高，在一定程度上拓宽农产品销售渠道、打破传统产销模式，实现经营者与消费者之间的交互体验，助力了乡村振兴的推进。然而，“短视频 + 直播”模式在助力乡村振兴的过程中，面临乡村基础设施配套不完善，缺少短视频制作及电商直播运营推广人才，电商直播质量良莠不齐，乡村传统文化价值再生产效应不明显等多重困境。因此，需要通过加强基础设施建设，培育农村电子商务人才，优化平台“三农”视频内容创作治理机制，盘活文化空间，打造乡村新品牌，助力乡村振兴。In the context of the growing development of the Internet platform economy, short videos and live broadcasts have gradually become an important force in promoting rural revitalization. Through the use of short video filming and live streaming sales, their low threshold and high efficiency have provided strong support for broadening sales channels for agricultural products, breaking traditional production and sales models, and enhancing interactive experiences between operators and consumers, thereby promoting the process of rural revitalization. However, the “short video + live” mode in the process of helping rural revitalization, faces multiple difficulties, such as imperfect rural infrastructure support, the lack of e-commerce professionals, low-quality e-commerce live content, and shallow rural traditional cultural values. Therefore, it is necessary to strengthen infrastructure construction, cultivate rural e-commerce talents, optimize the platform video content creation and governance mechanism, revitalize the cultural space, and create a new brand in the countryside, thus promoting the rural revitalization strategy and helping rural revitalization.