Dilemmas and Reflections of Officials Live Streaming in the Context of Rural Revitalization

Abstract

Officials live streaming is a new exploration of rural revitalization based on the mode of rural e-commerce and grassroots governance. Officials as anchors have a certain political symbolic colour, which has a special added layer for them to drive the sales of agricultural products and handle political affairs online. Through analyzing the subjectivity and professionalism of officials anchors in live streaming practice, it is found that the coupling of officials live streaming and rural revitalization in practice often breeds the problem of subject trust in the identity of officials, the problem of media practice for the government to promote the implementation of rural revitalization strategy, and the problem of emerging discourse governance in cyberspace. For this reason, officials anchors need to consider weakening political symbols, visualizing personal IP, and promoting the normalization of live streaming, so as to promote the transformation of rural governance logic, rural governmental solutions, and rural products to increase income.