Exploring the Pathway for Social Workers to Cultivate Rural Live Streaming Talents—Taking Baoshan City, Yunnan Province as an Example

近年来，网络直播带货的流行带动了农产品通过直播平台销售的模式，成为促进农村经济发展的新动力。但是，培养乡村直播人才和推动农村可持续发展仍面临挑战。本研究深入探讨了农村直播带货在农产品销售中的应用和遇到的问题，以云南省保山市为例进行分析，并研究了社会工作者在培养乡村直播人才中的优势和作用。研究从个人、组织和社区三个层面进行了详细分析，并提出了从依赖外部支持到提升内部自我发展能力的转变路径，目的是为乡村直播人才的培养和成长提供实用的建议和指导。In recent years, the popularity of online live streaming has led to the sale of agricultural products through live streaming platforms, which has become a new driving force for promoting rural economic development. However, there are still challenges in training rural live broadcast talents and promoting sustainable rural development. This study deeply discusses the application and problems of rural live streaming in agricultural product sales, takes Baoshan City of Yunnan Province as an example to analyze, and studies the advantages and roles of social workers in cultivating rural live streaming talents. The study carried out a detailed analysis from the three levels of individuals, organizations and communities, and put forward the transformation path from relying on external support to improving internal self-development ability, with the purpose of providing practical suggestions and guidance for the cultivation and growth of rural live broadcast talents.