安徽乡村振兴研究

在全媒体时代，基层干部借助抖音等短视频平台助农带货、推广文旅的现象日益普遍。本研究基于拟剧论，采用数字民族志方法，对抖音平台上“挺身而出”且获得广泛关注的基层干部账号展开系统观察与深入研究。研究发现：基层干部在数字前台打造特色IP，呈现多元形象“剧本”；其后台动因则源于乡村振兴职责、绩效考核需求、农产品与文旅推广诉求、乡村逆境突围现实需要以及干部个体的内在驱动。基层干部的实践创新价值显著，既丰富政务传播形式，又助力乡村发展，但需警惕部分干部“重流量轻实效”的形式主义倾向与心理异化等风险，未来应坚持以价值引领内容创作，以实效衡量工作成果，以组织引导创新实践。

In the era of omnimedia, it is increasingly common for primary-level officials to leverage short video platforms like Douyin to promote agricultural product sales and boost local culture and tourism. This study, grounded in dramaturgy and employing digital ethnography, conducts a systematic observation and in-depth investigation of primary-level officials' accounts stepping forward on the Douyin platform that have gained widespread attention. The research finds that primary-level officials create distinctive IP on the digital front stage, presenting diverse "scripts" of their roles. Their backstage motivations stem from responsibilities in rural revitalization, performance evaluation requirements, the need to promote agricultural products and local culture and tourism, the practical necessity of overcoming rural challenges, and individual intrinsic drivers.The practical innovation of primary-level officials holds significant value, which both enriches the forms of government communication and supports rural development. However, we should be wary of risks such as formalism and psychological alienation among some officials who prioritize online traffic over substantial results. In the future, we should focus on guiding content creation with core values, evaluating work outcomes based on substantial results, and steering innovative practices through organizational guidance.