商务传媒学院知识库

 To solve the problem of unsalable agricultural and sideline products faced by farmers and enterprises during the COVID-19 pandemic, consolidate and expand China's poverty alleviation efforts, and boost the overall success of rural revitalization. The new marketing method of live broadcasting for Farmers gives full play to the advantages of the Internet, conforms to the trend, solves the sales channel problem of agricultural products, meets the new consumer demand, changes from one-way purchase to two-way interaction, coruscates the new vitality of agricultural development, and shows a strong appeal in helping poverty alleviation.
  The " Ritual views of communication " is proposed by James Kerry, an American communication scholar, in his book Communication as Culture. In his opinion, communication is not only a transmission of information, but also a shared ritual. Through the dissemination of such rituals, the aim is to construct and maintain a cultural world with order and meaning, which can accommodate human behavior. Therefore, we can think that the ritual views of communication is to regard human communication behavior as a kind of ritual, Through participating in such ritual, human can complete the sharing of meaning, emotional resonance and identity confirmation, and the social order can also be confirmed.
    At present, the research on live broadcasting for helping farmers has not been explored from the ritual views of communication. From the perspective of ritual, this paper explores the live broadcast of assisting farmers and interprets the value and significance of live broadcast of assisting farmers in ritualized communication, which is conducive to the optimization of live broadcast of assisting farmers, so as to increase sales volume and realize the purpose of live broadcast of assisting farmers. This paper makes an in-depth exposition from the aspects of the overview of the communication ritual view and the broadcast of aid to agriculture, the presentation of the ritual symbol of the broadcast of aid to agriculture, the construction of the ritualized communication of the broadcast of aid to agriculture, its value significance and suggestions, so as to deepen the understanding of the broadcast of aid to agriculture under the view of the broadcast ritual view. As a new engine of rural revitalization, the audience's participation in the live broadcast ceremony not only contributes to economic revitalization, but also realizes their own social consciousness and gets the satisfaction of participating in society.