Research on the Digital Narrative Characteristics and Optimization Strategies of the Yellow Peach Industry in Shihao Town under Rural Revitalization: A Big Data Analysis Based on Social Media

Under the implementation of the rural revitalization strategy, the empowerment of rural industries through digital technologies has become a critical pathway. Recent systematic reviews confirm that digital tools significantly enhance rural economic vitality and social resilience, though infrastructure gaps and digital literacy challenges remain prevalent globally (Olalekan, 2024)[12].However, existing studies predominantly focus on macro-level strategies, lacking micro-level narrative characteristic analysis grounded in authentic social media data. While the yellow peach industry in Shihao Town benefits from its revolutionary cultural heritage and policy support, it still faces challenges such as inadequate cultural expression and insufficient industrial promotion. Our research aims to systematically address these deficiencies by investigating digital narrative patterns and optimizing communication strategies through empirical big data analytics. Employing a mixed-methods approach integrating axial coding and semantic network analysis, this study systematically examined 213 user-generated texts from social media platforms including Douyin, Weibo, and Xiaohongshu. Through computational social science protocols, we conducted word frequency analysis using MAXQDA24, followed by three-tier coding across analytical dimensions through qualitative content categorization. Semantic network models were subsequently constructed with ROST-CM6 and Ucinet, enabling quantitative examination of node association strength and spatial distribution patterns within digital discourse ecosystems. Our study reveals three main findings: first, the digital narrative of ShiHao Town presents a tripartite framework that includes geographic positioning, local cultural identity and business ecosystem development; second, the elements of the revolutionary cultural heritage are often mentioned, but the thematic expression is not coherent and the nodes of the Yellow Peach industry are distributed in the same pattern and are not sufficiently differentiated; and third, the visualization of the semantic network shows a three-tier structure composed of core ideological clusters, transitional conceptual bridges and peripheral discursive elements. Third, the semantic network visualization shows a three-layer structure consisting of core ideological clusters, transitional conceptual bridges, and peripheral discourse elements. In response to the above situation, we propose the establishment of a comprehensive cold-chain logistics infrastructure, the development of the "Red Army Yellow Peach" intellectual property matrix, and the implementation of cross-sectoral innovation corridors as optimization strategies. The methodological contribution of this study lies in its computational narrative analysis framework for rural digital transformation and the practical demonstration of a replicable model that combines cultural capital with smart agricultural technologies, which provides a theoretical and operational foundation for the next generation of rural revitalization initiatives.