Author(s)

Ruolin Zhu ¹

Affiliation(s)

¹ School of Journalism and Communication, Anhui University, Hefei, Anhui, 230039, China

Corresponding Author

Ruolin Zhu

ABSTRACT

In the current prevalence of consumerism culture, the strong rise of digital economy has provided an important driving force for agricultural products e-commerce to promote rural modernization and build a new pattern of rural revitalization and development. Agricultural products have also become an important symbol carrier for rural regional image communication. Based on this, with the help of disembeding theory, the paper mainly studies the media practice of agricultural products e-commerce. It is found that in this process, agricultural products e-commerce makes rural scenes separate from the physical field and embed in the media space, so that the rural landscape has a certain publicity and visibility, and the identity of multiple communication subjects is reconstructed. With the blessing of big data and e-commerce platform, traditional local culture is separated from the rural space and embedded in the modern consumption space, forming purchasing behaviors. The symbolic attributes of agricultural products themselves and the image cognition of rural areas are also widely spread through consumer behaviors.

KEYWORDS

Rural Communication, Disembeding, Agricultural Products E-commerce

CITE THIS PAPER

Ruolin Zhu, Research on Rural Regional Image Communication in the Practice of Agricultural Products E-commerce. Agricultural & Forestry Economics and Management (2024) Vol. 7: 59-67. DOI: http://dx.doi.org/10.23977/agrfem.2024.070109.

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