The Triple Identity Construction Of Rural Anchors From The Perspective Of Empowerment

After the 18 th National Congress of the Communist Party of China,rural,agricultural and peasant issues have become the top priorities of the work of the whole party and the whole country,and modern digital technology has become an important factor in solving the "three rural" issues,consolidating the achievements of targeted poverty alleviation,and achieving an all-round well-off and rural revitalization.The epidemic hit at the beginning of 2020.Under the severe epidemic prevention and control situation,the sales of agricultural products were seriously slow.Under the promotion of the government-led policy environment,a group of leading cadres came out in person to speak for local agricultural products.Under the general situation,in the epidemic and post-epidemic era,rural live broadcast has become a new economic form,and agricultural products have become one of the most popular types of goods in the delivery industry.From the perspective of "empowerment",combined with the theoretical research of "identity",this paper takes the three identity models of rural anchors as the research theme,and adopts content analysis method,semi-structured interview,participatory observation,case analysis method and other research methods.Methods,select the "village broadcast collective" in Kecheng District,Quzhou,a typical practice of "Internet + Agriculture" as a specific case,try to stand in the perspective of "village live broadcast" to explain the multiple guidance of political empowerment,institutional empowerment,and organizational empowerment.The identity change of returning youths-the activation of the professional identity of "village anchors" in the era of live broadcast 4.0,and then analyze the image identity shaping of village broadcasters in the live broadcast landscape,as well as the economic value and social identity brought by their professional and image identity.It is hoped that this paper has certain practical significance for the rural community to use the media to reshape the identity of farmers and the development of rural modernization.