贵州财经大学学报

贵州财经大学学报 ›› 2025 ›› Issue (04): 90-100.

• 乡村振兴 • 上一篇    

新农人短视频何以"热呈现"并赋能农业高质量发展——基于抖音新农人短视频的fsQCA分析

肖涵, 卢翠萍   

  1. 兰州大学 政治与国际关系学院, 甘肃 兰州 730000
  • 收稿日期:2022-02-20 发布日期:2025-07-17
  • 作者简介:肖涵(1989—)女,安徽宣城人,兰州大学政治与国际关系学院副教授,研究方向为乡村振兴与数字治理;卢翠萍(2000—)女,山东德州人,兰州大学政治与国际关系学院硕士研究生。
  • 基金资助:
    兰州大学"人工智能+"哲学社会科学专项课题资助(LZUAIYJYB08)。

How can New Farmers’ Short Videos "Effectively Present" and Empower High-Quality Agricultural Development? -FsQCA Analysis Based on Short Video of Douyin New Farmers

XIAO Han, LU Cuiping   

  1. Lanzhou University, School of Politics and International Relations, Lanzhou 730000, China
  • Received:2022-02-20 Published:2025-07-17

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摘要： 短视频成为新农人赋能农业高质量发展的新农具,但已有研究鲜有深入探讨新农人短视频传播效果的复杂影响因素以及对农业高质量发展的赋能机制。文章基于"身份-情境-情感"多维分析框架,运用fsQCA方法对890条抖音新农人短视频案例进行分析,探究新农人短视频传播效果的复杂路径及其对农业高质量发展的正向逻辑。研究发现,媒介形象、视频主题、情感共鸣等8个前因条件,均无法单独成为高传播效果的必要条件,并归纳出"身份加持""情境为王""情感辅助"三种"热呈现"形塑路径。同时,以外溢价值为鞭擗窗口,挖掘出高传播效果新农人短视频能通过关系生产、利益牵引、价值动员方式塑造和巩固农业高质量发展所需的身份、情境和情感共同体。这为新农人短视频的传播与赋能机制提供了方法启示,也为有效促进农业高质量发展注入新动能。

关键词: 新农人, 短视频, 高传播效果, 农业高质量发展, 身份-情境-情感

Abstract: Short videos have become a new tool for empowering agricultural high-quality development for new farmers. However, existing literature lacks sufficient exploration on the complex influencing mechanisms of the dissemination effects of new farmers' short videos and the enabling mechanisms for agricultural development. Based on a multi-dimensional analysis framework of "identity-situation-emotion",the fsQCA method was used to analyze 890 short videos of new farmers on Douyin, exploring the complex dynamic paths of the dissemination effects of new farmer-related short videos and their positive logic for the high-quality development of agriculture. The research found that none of the eight antecedent conditions such as media image, video theme, and emotional resonance could be a necessary condition for high communication effect alone, and three "hot presentation" shaping paths of "identity support", "situation supremacy", and "emotion assistance" were summarized. At the same time, taking the spillover value as the driving window, it was found that short videos of new farmers with high communication effect can shape and consolidate the identity, situation and emotional community needed for high-quality agricultural development through relationship production, interest traction and value mobilization. This provides methodological inspiration for the communication and empowerment mechanism of new farmers’ short videos and injects new impetus into effectively promoting high-quality agricultural development.

Key words: new farmers, short videos, high dissemination effect, high-quality agricultural development, identity-situation-emotion

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