摘要
发展乡村经济是乡村振兴的重要引擎。在新媒体发展的大背景下,该研究从乡村振兴战略的视角出发,以汤家山村桃胶产品营销为例,详细阐述在乡村产品的推广宣传中新媒体应用存在的不足:乡村产品新媒体渠道推广现状单一;内容辨别难度大;新媒体认识不足,应用较少。针对新媒体推动下的乡村发展,该文提出了一系列发展策略:一是把新媒体视角对准乡野,融合传统打造传承文化、接地气的精品;二是多措并举,提高电视节目质量;三是借力传统媒体,放大乡村振兴主旋律等途径与模式。以期使乡村产业在提高乡村知名度的同时增加农民收入,加快推进乡村振兴战略的实施。
Developing rural economy is an important engine for rural revitalization.In the context of the development of new media,this study starts from the perspective of rural revitalization strategy and takes the marketing of peach gum products in Tangjiashan Village as an example to elaborate on the shortcomings of new media application in the promotion and promotion of rural products:the current situation of new media channel promotion of rural products is single;difficulty in distinguishing content;insufficient understanding and limited application of new media.In response to the rural development driven by new media,this article proposes a series of development strategies:firstly,aim the perspective of new media at the countryside,integrate traditional culture,and create high-quality products that inherit culture and are grounded;secondly,taking multiple measures to improve the quality of television programs;the third is to leverage traditional media to amplify the main theme and models of rural revitalization.It aims to increase the rural industry's visibility while increasing farmers'income,and accelerate the implementation of the rural revitalization strategy.
作者
肖明清
彭雯
XIAO Mingqing;PENG Wen(Hunan University of Arts and Science,Changde Hunan,415000,China)
出处
《文化创新比较研究》
2023年第14期50-54,共5页
Comparative Study of Cultural Innovation
基金
2021年湖南省教育厅科学研究项目(湘教通〔2021〕352号)
2021年湖南文理学院大学生创新性试验计划项目(校团字〔2022〕3号)。
关键词
乡村振兴
农产品
品牌建设
策略
汤家山
桃胶
Rural revitalization
Agriculture products
Brand building
Strategy
Tangjiashan
Peach gum
