近年来，直播在中国发展迅速。直播的目的是为了获取流量，提高话语权，宣传品牌，传播知识。在物质产品极大丰富的今天，直播带货解决了人们的选择困难症和产品销售问题。在诸多带货领域中，农产品比较特殊，因为它不会讲话，需要找人替它们发言。我国全面推进乡村振兴，加快农业农村现代化的背景下，有关产业领域涌现出一批农村网红、新农人，这对于加快农村人口数字转化，加速第一产业数字转型，让数字技术得以有效发挥作用有着重要意义，同时也提出了新的挑战。
基于上述背景，本文从发展传播学视角切入，结合扩散理论和参与式理论，通过对22名农产品直播带货从业者进行深度访谈和调研，对9个知名农产品带货直播间进行为期一个月持续在线观察，采用定性比较分析、扎根理论和多模态分析的方法，剖析产业模式的同时，对相关商户、从业者的带货机制、策略和内容进行分析。研究尝试回答以下问题：（一）在人人皆电商、村村有网红的理想背后，农产品直播带货是否存在长效盈利机制？存在哪些关键因素？（二）如何理解从业者的媒介使用行为，农产品直播带货的过程中策略有哪些，不同主体的策略有什么差异？（三）农产品直播带货呈现的内容如何？这种类型的视频流是如何在我国环境下发挥发展作用的？
研究发现，农产品直播带货的参与主体是多元复杂的，内部运作存在较大差异。按照主体和流程的区别，可将其分为四种商业模式，分别是商户经营模式、主播代播模式、地方赋能模式和农场自营模式。机制方面，通过访谈搜集数据，研究整理出主播能力、运营能力、商品属性和资源利用四种影响盈利的关键因素，以及农产品直播带货盈利的三种组态构型。对于当地商户来说，产品质量好是直播持续的基本盘，如果主播能力强，就可以实现盈利。对于网红主播来说，主播能力强，运营能力和资源利用能力对盈利影响较大。对于有机农场来说，当前直播带货仍处于摸索阶段，盈利模式不稳定，需要在四个方面都进行加强。
策略方面，对当地商户、网红主播以及返乡精英三类从业者进行访谈，研究发现不同主体参与农产品直播带货的策略存在差异，主要取决于使用媒介的目的、个体认知水平以及社会资本（合作方式、社会经验）。从个体商户到主播再到返乡精英，主体在认知和商业模式上的不同让其在农产品直播带货时采取不同的市场策略。具体来说，个体商户将线上带货视作一种产品增值、快速变现渠道，尽管个体能力有限，营销策略和话术较少，但在获利后，他们更愿意进一步为自身赋能，接受新事物、获得新知识的意愿更强。网络主播则更精于业务，在营销话术、投流促销、商业投流策略方面十分专业，但他们更多把带货当成一种职业，完善自身、发展自身的意愿不强烈。返乡精英和经理人则把直播带货看作一种品牌推广、招商引资的渠道，在策略的选用上更多考虑管理成本、经营理念，同时这种策略与中国乡村现实也存在一定差距。
内容呈现方面，通过对农产品带货主播的话语和图像进行模态分析，研究发现带货时主播的言语表达和行为呈现出高度互联网化的特征。为了兼顾经济效益和娱乐需求，主播塑造出热情乐观、勤劳坚韧的乡村劳动者形象，展现出高付出低索取的状态。直播场景突出农村特色符号，多为“私人领域”的展示，如客厅、小院、厨房等。直播内容以农业生产、家庭趣事、生活经验为主，展现主播的社会人际关系，有利于营造轻松愉快的传播氛围。直播话语更加生活化，通过朴实接地气的交流方式，搭建起一个亲密沉浸感十足的对话空间。
综上所述，研究对农产品直播带货的机制、策略和内容进行分析，有以下几点贡献：第一，丰富了发展传播学中国化的案例研究，分析考量了案例之间的差异，更好地解释了利用媒体进行发展的原因和动力，为以后中国发展传播学提供了清晰的研究路径。第二，为新农人利用直播进行自我发展提供了经验依据和实践参考，也为农村直播电商创业提供了路径支持。第三，通过分析商户和平台之间的关系，研究为农村电商发展提供了对策建议，可以通过建立数字供销社等方式，提升农产品经营理念和做好品牌建设，提高产品综合附加值，从而实现农村群体长足发展。
 

In recent years, live broadcast has developed rapidly in China. The purpose of live broadcasts is to obtain network traffic, improve the right to speak, promote brands, and spread knowledge. At the moment when material products are vibrant, live broadcast with goods solves people's choice difficulties and product sales problems. In many fields with goods, agricultural products are special because they cannot speak and need someone to speak for them. Under the background of promoting rural revitalization in an all-round way and accelerating the modernization of agriculture and rural areas in China, many rural online celebrities and new farmers have emerged in related industries, which is of great significance for accelerating the digital transformation of the rural population, the digital transformation of the primary industry, and making digital technology play an influential role, but it also poses new challenges.
Based on the above background, from the perspective of development communication, this paper combined diffusion theory and participatory theory, conducted in-depth interviews and investigations on 22 practitioners of agricultural products live broadcast with goods and made a one-month continuous online observation on nine well-known agricultural products live broadcast rooms. By using the methods of qualitative comparative analysis, grounded theory, and multimodal analysis, this paper analyzed the industrial model, at the same time, analyzed the mechanism, strategy, and effect of related merchants and practitioners with goods. The research tries to answer the following questions: (1) Is there a long-term profit mechanism behind the ideal of e-commerce for everyone and online celebrities for every village? What are the key factors? (2) How to understand the media use behavior of practitioners, what are the strategies in the live broadcast of agricultural products, and what are the differences between the strategies of different subjects? (3) What is the effect of live delivery of agricultural products? How does this type of video stream play a developing role in China?
It is found that the participants in the live broadcast of agricultural products are diverse and complex, and their internal operations are quite different. According to the difference between subject and process, it can be divided into four business models: merchant management, anchor broadcasting, local empowerment, and farm self-management. In terms of mechanism, we collected data through interviews and studied and sorted out four key factors affecting profitability, including anchor ability, operational ability, commodity attributes, and resource utilization, as well as three configurations of agricultural products direct broadcast with goods. Good product quality is the primary disk for continuous live broadcasts for local merchants. If the anchor's ability is strong, it can achieve profitability. For online celebrity anchors, the anchor ability is strong, and the operation ability and resource utilization ability has a significant influence on the profit. For organic farms, live delivery is still in the exploratory stage, and the profit model is unstable, which needs to be strengthened in four key factors.
In terms of strategy, interviews with local merchants, online celebrity anchors, and returning elites show that different subjects have different strategies to participate in the live broadcast of agricultural products, which mainly depends on the purpose of using media, individual cognitive level, and social capital (cooperation mode and social experience). From individual merchants to anchors to returning elites, different subjects’ cognitive and business models make them adopt different marketing strategies when carrying agricultural products live. Specifically, individual merchants regard online delivery as a channel for product value-added and quick realization. Although their individual abilities are limited and their marketing strategies and words are few, they are more willing to further empower themselves, accept new things, and gain new knowledge after making profits. Network anchors are more proficient in business, and they are very professional in marketing speech, investment promotion, and commercial investment strategy, but they regard bringing goods as a profession, and their willingness to improve and develop themselves is not strong. Returning elites and managers regard live broadcasts with goods as a channel for brand promotion and investment attraction and pay more attention to management cost and business philosophy when choosing strategies. At the same time, there is a certain gap between this strategy and rural reality in China.
In terms of effect, through the modal analysis of the words and images of the anchor with agricultural products, it is found that the speech expression and behavior of the anchor with goods are highly Internet-based. In order to give consideration to both economic benefits and entertainment needs, the anchor created an image of enthusiastic, optimistic, hardworking, and tenacious rural workers, showing a state of high pay and low demand. The live broadcast scene highlights characteristic rural symbols, mostly for the display of "private areas," such as living rooms, small yards, kitchens, and so on. The live broadcast content focuses on agricultural production, family fun, and life experience, showing the social, and interpersonal relationship of the anchor, which is conducive to creating a relaxed and happy communication atmosphere. The live broadcast discourse is more life-oriented, and an intimate and immersive dialogue space is built through simple and grounded communication. 
To sum up, the study analyzes the mechanism, strategy, and effect of agricultural products live broadcast with goods and has the following contributions: First, it enriches the case study of the development of communication science in China, analyzes and considers the differences between cases, and better explains the reasons and motivation of using the media for development, which provides a clear research path for the development of communication science in China in the future. Secondly, it provides an empirical basis and practical reference for new farmers to use live broadcasts for self-development and also provides path support for rural live broadcast e-commerce entrepreneurship. Thirdly, by analyzing the relationship between merchants and platforms, the research provides countermeasures and suggestions for the development of rural e-commerce. By establishing digital supply and marketing cooperatives, we can improve the management concept of agricultural products and brand building and improve the comprehensive added value of products so as to realize the rapid development of rural areas.