摘要
作为新媒体发展衍生出的新职业,电商直播为女性灵活就业、行使网络话语权提供了技术条件。论文从内部性视角出发,探寻作为劳动者的乡村女性在从家庭主妇成为“带货主播”的过程中的主观体验。研究发现,“做主播”让乡村女性具备了更多发掘自我价值、促进自我觉醒的机遇,但不足以转变男性主导家庭的状况,甚至给乡土社会的人际关系带来矛盾。媒介赋权理论无法直接复制到乡村传播的研究场域,但女主播通过弹性演展和退让协商,在经济、主体和家庭之间进行调适,表现出包容的情感能量和以退为进的智慧,探索出内部性赋能的新路径。
With the popularity of rural short videos and various kinds of live broadcasts on the Internet,social influences and economic benefits are becoming more visible,and a number of rural residents are now trying to become anchors on their own channels,rural women are going from'unseen'to'being seen'.Although becoming e-commerce anchors seems to be an effective way to enhance empowerment of rural women,given the problems of traditional values,whether joining e-commerce can essentially enhance their family status and change their lives,are still to be questioned.Starting from the self-narratives of these anchors,this study tries to understand how they empower themselves and explores the relationship between digital technology,gender norms and individual practices.Results show that becoming an anchor provides rural women with opportunities to explore selfworth,to examine their identities and to adjust their life status.However,these are still at a sprout stage,yet to change the male-dominated situation.This awakening has even brought conflicts to their family lives and local relationships in the traditional societies.Media empowerment theory cannot directly connect to the study in rural communication.However,these anchors'elastic performance and negotiation between self,economy and family,have shown their initiative ability as well as inclusive wisdom.These have explored a new path of internal empowerment,including the ability of pleasing oneself,the dull attitude towards frustration,the resilient mindset in the coordination process,as well as the pursue for common happiness.
作者
曾昕
龙耘
ZENG Xin;LONG Yun
出处
《新闻大学》
北大核心
2024年第5期73-85,119,120,共15页
Journalism Research
基金
中国社会科学院妇女/性别研究中心课题“饭圈女孩的亚文化实践与社会治理创新研究”(fnzx077-2023)阶段性成果。
关键词
村播
电商
赋权
乡村女性
village anchors
e-commerce
empower
rural women
