Rural Internet Red | Enhance the added value of the "rural net red" culture to inject strong motivation into rural revitalization

Enhance the added value of "rural net red" culture

Inject a strong motivation for rural revitalization

"China Culture News" reporter Wang Bin

In recent years, driven by the development of digital technology and rural revitalization policies, a large number of "rural net reds" have emerged in various places. Most of them are in the form of short videos, or record daily lives, or promote agricultural special products, or show the beauty of the countryside. Various angles depict the new rural style, sing the modern version of the pastoral shepherd, and become a much -watched rural spokesperson.

"Rural Internet Red" plays a multi -driving role

Unlike the traditional grand narrative, in the Internet environment, "rural Internet celebrities" use the media and other media forms to tell the public from the perspective of ordinary people who are born in Sri Lanka. Get the "point -to -point" nostalgia.

Why can "rural Internet celebrity" be red? A netizen's comments can explain one or two: "A glance at a blue sky, a rural voice, and a nostalgia is a cultural memory that cannot be wiped." Can find the beauty of life in the work, sing the poems in the field in the field, and realize that the life of life in the natural style is four, some of them use the talents such as singing and dancing, paragraphs, etc. to convey their inner feelings. Some are good at digging cultural resources such as non -heritage. The earth's narrative style and the easy content characteristics can show the quiet and comfortable rhyme, more easily spread, and attract more and wider audience attention.

How popular is the "rural Internet celebrity"? From Li Ziyi to the Tibetan white horse teenager Ding Zhen, from the classmate Zhang from the northeast village with a scene to the "Wenzhou family" praised by netizens with a stroll dance, the "rural net red" with millions of fans is endless. As a very amazing influence. In a sense, if the presentation of rural scenes has created a "rural net red" phenomenon, the excavation of rural culture is the root of the influence of "rural net red".

With the accumulation of popularity and the accumulation of action, more and more "rural net reds" are being transformed from ordinary recorders in rural life to spokespersons of new appearances in the countryside, and even become the leader of income and income. On the one hand, the "rural Internet celebrity" helps the construction of rural culture, allows rural life to be seen by more people. While evoking people's memory, it also updates people's impression of local culture with its own appearance. On the other hand, rural culture has driven the revitalization of rural talents, attracting urban entrepreneurship youth to the countryside to participate in rural construction, and also drives the development of local talents. In addition, the "rural Internet celebrity" helps the rural industry's revitalization. Through live broadcast, e -commerce, and online with goods, a case of an Internet celebrity with a fire is abound, which has promoted product sales and rural tourism development. In some areas, "rural Internet celebrities" have also made a difference in improving infrastructure construction, and have become another representative of social forces to participate in public cultural services.

Public cultural institutions explore the leading path

Since 2021, the National Public Cultural Development Center of the Ministry of Culture and Tourism (referred to as the "Development Center") coordinated more than 3,000 cultural museum resources across the country, with the theme of "cultivating rural Internet celebrities and helping rural revitalization", and implemented the national "rural Internet celebrity" cultivation. Plan to cultivate new cultural volunteers of "rural Internet celebrities" and empower rural revitalization. With this as a lead, cultural institutions in many places have launched a positive exploration and in -depth practice, trying to make the influencer of "long red".

The Liaoning Provincial Cultural Museum launched the "rural Internet celebrity" research activity last year and clarified the concept of "rural cultural net red" in the inspection. It has a strong reference and demonstration significance.

"Now, there are a lot of 'rural influencers' in Liaoning, but there are relatively few people who really understand communication, exchanges, and win people. The reason is mainly limited to academic qualifications and cognitive issues. The service volume allows 'rural Internet celebrities' to get more positive feedback in the process of participating in cultural construction and win more room for growth. "According to the relevant person in charge of the Liaoning Provincial Cultural Museum, the museum is formulating the" rural cultural Internet celebrity "The system cultivation plan, in terms of the selection of targets, widely absorbed a group of farmers, grass -roots cultural services, the backbone of the rural literary and art team, the rural rich leader of the rural literary team, the leader of the rural literary team Application technology and online languages ​​are training that meets their actual needs, and tries to enable volunteers, government purchase services, and hire "cultural promotion ambassadors" to open the "rural cultural net red" of the digital cultural museum to make the "rural cultural Internet celebrity" Participate in the popularization of art, and finally establish a long -term training mechanism to strive to incorporate the "rural cultural net red" into the cultural benefit project.

"In the next step, we will also compile and apply practical textbooks to promote the 'rural cultural network red' green logo and assessment mechanism, establish databases, implement talent management of talents, and truly transform the" rural cultural net red " Used rural cultural builders. "The person in charge said.

The Hubei Provincial Museum of Art has also systematically summarized the development of Hubei "Rural Internet Red". When it comes to how to incubate and cultivate the power of "rural Internet celebrities" and enable them to participate in public cultural services in depth, the relevant person in charge of the Mass Art Museum in Hubei Province shared its thinking results: the Cultural Museum can provide cultural, talented, talented, and talents for "rural Internet celebrities". Technical training to increase its cultural added value, and can actively absorb the talent "rural net red"; it can also coordinate the forces of all parties of the society to build a platform and provide opportunities for them, such as participating in mass cultural activities, cultural tourism integration activities, etc. Essence

"A positive and healthy online celebrity ecological environment is particularly important. The Cultural Museum should give play to the director to guide and standardize the ideological understanding and network behavior of the" rural Internet celebrity ". At the same time The core of service, enhance the cultural experience in order to guide the 'rural network celebrity' to display the rural characteristic culture and achieve breakthrough innovation in content production. "The person in charge also introduced that in September last year, the Hubei Provincial Mass Art Museum held a rural cultural tourism. Public service training courses are designed to discover and create a group of outstanding "rural Internet celebrities" through training, practice and various innovation methods, and make it a spokesperson, promotional, cargo, and image ambassador for rural revitalization. A total of more than 300 people including the relevant person in charge of the cultural and tourism departments at all levels and the counties (cities, districts) recommended by various counties (cities, districts) participated in the training, laying a good foundation for the follow -up cultivation of "rural Internet celebrities".

Rural revitalization requires cultural assists

The emergence of "rural Internet celebrities" brings new vitality to rural revitalization. Last year, the Ministry of Culture and Tourism issued the "Fourteenth Five -Year Plan" Public Cultural Service System Construction Plan ", which clearly included the" rural Internet celebrity "cultivation plan into urban and rural cultural benefit projects.

On the other hand, although the emphasis on "rural Internet celebrities" has increased year by year, the short video attention of rural themes is also high, but the rapid development has also exposed the shortcomings of "rural Internet celebrities". For example, some Internet celebrities 'psychological practice to certainly deepen people's stereotypes of rural areas to a certain extent, and the expression of fragmented and homogeneity often makes viewers' understanding of the countryside shallow. Therefore, the cultivation of "rural Internet celebrities" should be linked to the revitalization of rural culture to avoid excessive strengthening of the former's industrial driving force.

In this regard, all localities must understand the spiritual and cultural needs of the rural masses in various places, take the enrichment of the cultural life of the masses as an important goal, and strive to improve the cultural literacy of "rural Internet celebrities", truly discover and cultivate new new new new new, love sharing, and express. Times "rural Internet celebrities", improved relevant mechanisms, and attracted them to grass -roots cultural volunteer service teams. Cultural institutions in various places must not only make efforts in service innovation, but also actively connect the content production, product promotion, scene settings and other aspects participating in the "rural Internet celebrity" to form a benign interaction and participate in creating the "rural net red" IP. Build a rural cultural brand together.

"Rural Internet celebrities" in -depth participation in grass -roots cultural services are conducive to continuous cultural resource mining and cultural heritage. Only by truly rooting rural culture, "rural net red" can keep the original intention and go long -term, inject more powerful culture into rural revitalization strength.

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