摘要
官员直播带货是乡村振兴战略背景下互联网和实体经济融合发展的时代产物,它促进了当地农特产品的销售和文旅资源的推介,为乡村振兴提供有效助力,还改变着政府、市场与社会的关系.作为一种新型的"互联网+"政务服务模式,官员直播带货的生发遵循一定的政治、经济、社会和技术方面的行动逻辑,也存在着诸如形式主义与腐败、农民与消费者的利益受损、舆情危机和损害政府公信力、官员被标签化等潜在风险,应对这些风险则需要采取明确带货权责边界以完善权力运行体系、构建官员直播带货的农民有效参与机制、增强官员直播带货的保障和监督力度、规范媒体宣传促官员直播带货回归理性等四个方面的措施.官员直播带货应朝着社会化协作、个性精准化服务的政务服务形式发展,同时开拓以乡土文化为核心卖点的可持续发展之路.
Abstract
The officials'livestreaming marketing is a product of the era of the integration of the internet and real economic development under the background of the rural revitalization strategy.By leveraging livestreaming marketing to promote lo-cal agricultural products and cultural tourist resources,officials'livestreaming has made significant contributions to poverty alleviation,while also changing the relationship between the government,the market,and society.As a new type of"Inter-net+"government service model,the emergence of the officials'livestreaming marketing follows certain political,econom-ic,social,and technological action logic.However,there are also potential risks such as formalism and corruption,dam-age to the interests of farmers and consumers,public opinion crises,damage to government credibility,labeling of officials,and unsustainability.To address these risks,the following measures should be taken:clarifying the boundaries of responsi-bilities and powers to improve the power operation system,building a effective farmer participation mechanism for the offi-cials'livestreaming marketing,strengthening the guarantee and supervision of officials'livestreaming marketing,and regu-lating media promotion to promote rationality in the officials'livestreaming marketing.In the context of rural revitalization,future endeavors in officials'livestreaming marketing should strive towards a governmental service model that incorporates social collaboration and personalized precision services.Simultaneously,it is imperative to explore a sustainable develop-ment trajectory,with local culture serving as the central selling point,in order to ensure long-term viability and impact.
维普
万方数据