Translation by Capable Individuals:The Media Technology Dividend Distribution Mechanism in"Digital Commerce for Agricultural Prosperity"
This study,framed within the concept of the"technology dividend,"employs in-depth interviews,grounded theory,and other qualitative methods to investigate why and how the technology dividend of agricultural e-commerce platforms is redistributed through nengren(capable individuals).The research identifies two core categories:"the structural dilemma of capital-media-scale"and"the translation distribution of the technology dividend."Farmers encounter structural barriers in accessing e-commerce platforms due to limitations in capital reserves,media skills,and business scale,making nengren crucial for facilitating farmers'participation in the sharing of e-commerce dividends.A network of diverse actors-including nengren,farmers,grassroots cadres,and e-commerce platforms-forms a collaborative actor network for technology dividend sharing.As key translators,nengren transform local relationships into economically rational contracts while fostering trust in e-commerce among farmers,thus enabling the embedding of e-commerce and the redistribution of the technology dividend.Additionally,the study develops a"nengren translation"methodology at both theoretical and practical levels,providing a localized interpretation of technology dividend theory.It also contributes to the field of development communication studies in China at the meso level,underscoring the vital role of talent in the construction of digital rural areas.
rural revitalizationthe project of digital agriculturetechnology dividendtranslation
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