Research on the Practical Path of New Farmers’ Live-Streaming for Agricultural Products Promotion to Empower Rural Revitalization

在社会转型与互联网兴起的时代背景下，传统村落往往面临着空心化的困境。“乡土”是中国人国民性的体现，是国人之根。传统村落在时代的变迁中，随着现代化发展的浪潮，用自身的实践经验回答了因社会快速发展留下的时代命题。本次研究的传统村落通过紧抓短视频直播带货的风口，培养了一批优秀的本地新媒体人才队伍，实现了自身的现代化蜕变。同时结合多元主体的治理模式，吸引企业力量入驻，走出了一条“直播带货 + 传统治理 + 企业”的可持续发展道路，契合数字赋能乡村振兴的时代主题。In the context of social transformation and the rise of the Internet, traditional villages often face the predicament of becoming hollowed out. “Ruralness” is a manifestation of the Chinese national character and the root of the Chinese people. In the course of social changes and the tide of modernization, traditional villages have answered the contemporary questions left by rapid social development with their own practical experiences. This traditional village in the current research has achieved its own modern transformation by seizing the opportunity of short-video live-streaming sales and cultivating a group of outstanding local new media talents. It has thus blazed a sustainable development path of “live-streaming sales + traditional governance + enterprises”, in line with the theme of digital empowerment for rural revitalization in the current era.