Research On The Standardization Of Webcast For Rural Public Welfare Under The Background Of Rural Revitalization

With the arrival of the 5G era,e-commerce live streaming has gradually become an emerging shopping method widely accepted by the public.Guided by the rural revitalization strategy,live streaming,as one of the important sales models for public welfare assistance to agriculture,not only broadens the sales channels of agricultural products,but also promotes the development of rural economy and innovates the way people live and shop.The combination of live streaming and public welfare for agriculture has not only brought the development of e-commerce live streaming industry to a new height,but also achieved the policy requirements of online poverty alleviation,achieving a dual harvest of social and economic benefits.The online agricultural public welfare live streaming has innovated the model of new media industry assisting rural revitalization,and the active participation of various emerging media has accelerated the speed of media integration.It is undeniable that with the support of the online agricultural public welfare live streaming industry,China’s rural revitalization strategy has made significant progress.However,the rapid development has also exposed many non-standard phenomena in the industry,such as data fraud in live streaming rooms,false advertising by broadcasters,substandard agricultural product quality,and lack of consumer rights protection,which can affect the sustainable development of agricultural public welfare live streaming.Therefore,how to standardize China’s online agricultural public welfare live streaming under the current situation is a problem worth exploring.This study is divided into five parts: Chapter 1 takes rural revitalization as the background,takes online agricultural public welfare live streaming as the research object,and reviews relevant research both domestically and internationally.The domestic research status summarizes research on rural revitalization,rural communication,China’s internet governance,media ethics and technology ethics,e-commerce live streaming,and foreign research status summarizes research on internet governance,media ethics and communication ethics Research on e-commerce live streaming.Chapter 2 elaborates on relevant research concepts and theoretical foundations.This part is intended to define the basic concepts of "public welfare live broadcast with goods","agriculture assistance","standardization",and clarify their connotation.At the same time,it will explain the media theory,marketing 4I theory,public domain theory,and sort out the relevance between this study and these theories,in order to expect that these theories can play a better supporting role in this study.Chapter 3 provides an overview of the current situation of online agricultural public welfare live streaming.This section starts from two perspectives: on the one hand,it clarifies the policy requirements for new media participation in rural revitalization and public welfare assistance to agriculture;on the other hand,it sorts out the current situation of online public welfare live streaming of agricultural assistance in the context of rural revitalization from three aspects: participants,participation environment,and participation conditions.Chapter 4: Analysis of the manifestations and causes of non-standard issues in online agricultural public welfare live streaming in new media.By conducting interviews with relevant personnel who have truly experienced agricultural public welfare live streaming,we aim to understand the current manifestations of non-standard issues in the online agricultural public welfare live streaming industry.Through a questionnaire survey,we aim to identify issues among consumer groups and analyze the causes of non-standard issues in the online agricultural public welfare live streaming industry in the internet environment from four aspects: public welfare products,live streaming audiences,streamers,and communication environment.Chapter 5: Several suggestions for promoting the standardization of online agricultural public welfare live streaming.This section proposes feasible suggestions for standardizing online agricultural public welfare live streaming from three levels: macro,meso,and micro.Specific regulatory measures are proposed from five perspectives: communication environment,communication subject,communication audience,communication content,and communication channel.This study believes that based on the current problems of online public welfare live streaming for agricultural assistance,the following constructive suggestions can be put forward for the standardization of online public welfare for agricultural assistance.Urge the national institutions to strengthen the regulation and supervision of the live broadcast with goods industry,focus on providing consumers with high-quality shopping experience in the marketing process,standardize the main responsibility of the live broadcast of online agricultural public welfare,ensure the correct orientation and content security of the live broadcast of online agricultural public welfare,enhance the ability of social comprehensive governance,in order to provide a certain reference value for the future development of online agricultural public welfare and rural revitalization.