The total exposure of the entire network exceeds 69 million!A Yunling Song will sing a happy rural scroll

Author: Ye Li

The rice ears are rolling and the fruits are sweet.

September 23 is the Chinese Farmers' Harvest Festival. Between the green mountains in Yunnan, a "Yunling Piaoyu Xiang" field concert with the theme of "Extraordinary hometown" as the theme is in the form of live broadcast. The fast -handed experts from all over the country sang the joy of harvest.

What are the characteristics of this "Yunling Piaoyu" field concert? How does it show the people's rural stories on the small screen?

On September 25th, the Dialogue of the Media Tea Society Talking to the Deputy Dean of the Cultural Development Research Institute of Communication University of China, Bu Xiting, to talk about the story of the rural revitalization behind the harvest.

Lianmai sings, Yunling Daoxiang Qingfeng Nian

"The sound of the north of the village north village, and the new grain of a few warehouses." Every autumn, the breath of harvest will spread throughout the earth — the layers of ears and wavy, and the rice is fragrant everywhere! The people who have worked hard for a year looked at the granaries and got happy.

At the time of the fifth Chinese farmers' harvest festival, Yunnan Radio and Television and Kuaishou united, with the big theme of "Extraordinary hometown beautiful harvest welcoming the National Day", held a "Yunling Mountains on the magnificent landscape and garden of the Yunnan -Guizhou Plateau. Piaoyu Xiang "field concert live broadcast activities to celebrate the harvest.

With the overwhelming land in the evening, a characteristic audiovisual feast with a characteristic of the folk customs of Yunnan was accompanied by rice incense, which kicked off.

First of all, the concert is full of ethnic minority style, allowing ethnic minorities to tell their own harvest stories. The concert has taken a different approach and invited the unique national singers of Yunnan to perform the singing duet with the unique national singers and the thirteen girls to express the joy of farmers with the characteristics of the characteristic mountains and wild; 》 Such representative songs, expressing the praise and national confidence of Yunnan; also invited the Manman band to express the joy of relatives and friends through the "Kunma Tune" with the special songs of the traditional tunes of the Qi nationality. Essence

Ma Yi and Thirteen Girls Performance Singing Songs

At the same time, the concert incorporates the characteristic dance of the Yunnan ethnic minorities in the song "Three Stacks". Among the rhythmic three -string sound, the dancer holds a bumper rice ears around a circle, following the music dancing and the rhythm. Life. This characteristic dance is like an ancient ancestor rock painting, expressing gratitude to nature and good wishes to life in the form of singing and dancing.

Special dance "Three Stories"

Secondly, this concert reflects integration and innovation. On the one hand, Yunnan Radio and Television Station and Kuaishou pay attention to the dissemination habits of listening to users. Taking the small screen end as a creative incision, it can reach the audience more widely. On the other hand, the small screen can flexibly realize the function of live broadcast Lianmai. In the concert, the real -time Mai fast -moving man "crystal girl" and "rural baby Liu Bin", etc., let folk singers from Shanxi, Gansu and other places You can also show the singing voice, sing the field style, and sing the true feelings for your hometown.

"The authentic Yunnan characteristics, the true love of Yunnan." "This familiar tone makes me miss my hometown more!" "Very grounded program, good -looking." ! ... while many users watching the show, while cheering for their favorite folk singers, they expressed their thoughts and wishes for their hometown.

Pu Man Band

With the spread of Lianmai interaction and hot discussions on online and offline, a vivid picture of rural rejuvenation is presented, and it has achieved good communication effects. One hour after the show was broadcast, it reached more than 16,000 people and brushed the circle of friends. After the program was broadcast, the live view volume of Yunnan Radio and Television Station Quick -hand account exceeded 4.01 million, the cumulative view volume of the entire network reached 5.1 million, and the total exposure of the entire network exceeded 69 million. On Weibo, the total reading of related Weibo topics reached 4.802 million. Among them, the total number of views of#在 在 在 在 在 在 在 在 在 在 4.395 million.

In addition, Kuaishou also linked CCTV.com and Kuaishui jointly launched the theme of "celebrating harvest, welcome the National Day" and exported exclusive custom shooting templates for the "Harvest China" event. As of 15 o'clock on September 27 1738, the cumulative playback volume exceeded 64.842 million, and there was a good harvest scene of the wind and fruits of the rice ears.

Seeing big, Lianmai leader tells the story of helping farmers

Behind the village people's good harvest, such a special group is inseparable from the bumper harvest: happy country leader.

In Lian Mai on the scene, the show was even the two rural happy spokespersons excavated by Mai, Yunnan Langyan Dragon and Xishuangbanna.

The Cangyuan Qi Autonomous County, Lincang City, Yunnan Province is located in the China -Myanmar border. It was a national poor county. The 30 -year -old Rock Dragon was a happy country leader in this small county.

Happy countryside leader: Yunnan Langyan Dragon

Before becoming a leader in a happy countryside, Yanlong became a mixed -cooking worker, repairing workers, and sold mountain goods. Although the work was very hard, the income was not high.

In 2017, Yanlong began to contact fast hands. He showed the primitive tribes in the mountains and the simple local customs of the Dai people to the public through the camera. At first, there were only dozens of people in the live broadcast room of Yanlong, but Yanlong still insisted on shooting, and moved fans with simple and sincere and sincerely accumulated 531,000 fans.

After having fans, Yanlong began to try to help the villagers live and bring the goods to buy the villagers' wild honey at a price of 35%of the market acquisition price. More than 10,000 kg of wild honey help these villagers' average income annual income of 3,000-6,000 yuan. Since 2018, Yanlong's sales have reached nearly 1.5 million yuan in fast hands. Alang, a 25 -year -old guy of the Miao Autonomous Prefecture of Wenshan Zhuang, Yunnan Province, is also a happy village leader who not only achieves self -income growth, but also drives the folks to become rich.

Happy countryside leader: Xishuangbannalang

As a local poverty -stricken households in the local area, Alang went out to work after graduating from junior high school. Later, after planting bananas at home owed more than 200,000 yuan in debt, Alang returned to his own banana garden to help. After contacting the fast hand, Alang opened the road of e -commerce.

At the beginning, Alang's e -commerce road was not smooth. Due to logistics and supply chain problems, there were very few selling goods. Later, Alang gradually opened the road of sales with the help of Tian Weimeng, the leader of the happy countryside. Nowadays, Alang not only pays off the debt at home, but also helps live on behalf of the fruits in various places with more than 10 friends who sell direct sales, open the sales market for farmers in various fruits, and bring employment opportunities for employment such as picking, packaging, transportation, transportation, transportation, etc. , Increased the income of farmers in the origin.

Lian Mai, who is leading the leaders of the two happy villages, has a small seeing big, allowing the audience to celebrate the joy of harvest, but also deeply understand that there are their self -struggle and hard work behind the farmers' harvest. Strive to realize the moving story of the common prosperity.

Yanlong and Alang are just a microcosm of hundreds of "happy rural leaders". In July 2018, Kuaishou launched the "Happy Rural Leader Program", relying on platforms and resource links to rural users and communities, and started from the three major areas of agricultural entrepreneurship, non -genetic inheritance, and cultural tourism promotion. Training and resource services promote leaders to drive industrial development, increase local employment, and drive the folks to get rid of poverty and become rich.

As of November 2020, the "Happy Rural Leader Program" has discovered and supported more than 100 rural entrepreneurs in the country, cultivated 57 rural enterprises and cooperatives, provided more than 1,200 local employment positions, and drove more than 10,000 to more than 10,000 Households increase their income. The total output value of the leader in the real estate industry reached more than 50 million yuan, and the industrial development impact covered nearly 10 million people.

"Kuaishou and farmers anchors are taking a bumper harvest as an opportunity to tell the new story of rural revitalization with people." Said Bu Xiting, deputy dean of the Cultural Development Research Institute of Communication University of China, said "short video, live broadcast+poverty alleviation" The mode of helping farmers connects "small farmers" and "big markets", making mobile phones a "new farm tool", bringing goods into "new farmers", farmers' incarnation of "new farmers", fields in the field, live broadcast room, earth, earth Specialty products have become tip of online celebrities ... The Internet platform is providing a new impetus for rural revitalization with a series of new economic models that has spawned.

Empower the new farmers, and the Internet platform helps rural rejuvenation

In 2016, the Central Cyberspace Office, the National Development and Reform Commission, and the State Council Poverty Alleviation Office (now the National Rural Revitalization Bureau) jointly issued the "Online Poverty Alleviation Action Plan" to clearly implement the "network coverage engineering, rural e -commerce engineering, and online intelligence project The five major projects of information service engineering and online public welfare projects have effectively helped the countryside to achieve revitalization.

In recent years, under the call of the central government, the Internet platform represented by Kuaishou has made a variety of explorations in helping farmers. For example, projects and activities such as the "Fu Miao Plan", "Rural Revitalization Officer" and "Baicheng County Magistrate Live Farming Agriculture" are actively exploring the "short video, live broadcast+poverty alleviation" model with live broadcasts and e -commerce training.

In more than two years from 2018 to 2021, the "Fu Miao Plan" organized nearly 20 large -scale farmers' activities to achieve cooperation with more than 50 regions across the country. A total of more than 300 special products for remote areas were selected. More than 448 million yuan, helping about 200,000 rural population increased their income.

The "Rural Revitalization Officer" is the public officials and grass -roots government officials of more than 2,800 county -level administrative regions in the country. They provide the "grass -roots creator training plan" public welfare class, and guide users to sell local specialties through the fast -moving platform and increase farmers' income.

The "Baicheng County Mayor Live Agricultural Agriculture" event from March to November 2020, successively launched nearly 200 live broadcasts in Hainan, Guangxi, Henan, Shandong, Xinjiang and other countries. Regional specialty sales exceeded 360 million yuan.

Bu Xiting said that Internet platforms such as the "Fu Miao Plan" and "Rural Revitalization Officer" are becoming a rural entrepreneur growth incubator and rural industry accelerator. The sales of characteristic agricultural products can also help them achieve long -term development and sustainable income growth, providing long -term driving forces for local farmers' income and industrial development.

It can be seen that the Internet platform uses its own advantages to establish a normalized poverty alleviation mechanism through traffic poverty alleviation, e -commerce poverty alleviation, consumer poverty alleviation, education poverty alleviation, tourism poverty alleviation, etc. Essence

Edit | Zhu Tingting

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