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A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example
- 1 Jinan New Channel School, Jinan, Shandong, 250014, China
- 2 NOIC academy, Ave Markham, L3S 2H4, Canada
- 3 School of Broadcasting and Hosting Arts, Communication University of China Nanjing, Nanjing, Jiangsu, 211100, China
- 4 Dipont Huayao Collegiate School, Kunshan, Jiangsu, 215301, China
* Author to whom correspondence should be addressed.
Abstract
The impact of short video platforms on the sale of agricultural products provides a basis for a scientific study on the relationship between farmers and consumers. Through content analysis and a questionnaire survey, the study analyses the new interactive relationship between agricultural products sold directly by farmers and e-commerce consumers, focusing on the TikTok platform. It considers the development of live streaming and its intrinsic value in the promotion of agricultural products and poverty alleviation in the short video era. Through analysis, it finds that the relationship between producers and consumers is closer and farmers’ participation in the live broadcast industry largely increases the sales of agricultural products. These further narrow the gap between urban and rural areas and contribute to the realization of common prosperity in China.
Keywords
live streaming, rural revitalization, TikTok, sales of agricultural products
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Cite this article
Jin,M.;Lin,S.;Xiao,Y.;Zhu,A. (2023). A New Interaction between Farmers and Consumers in the Live Streaming of Agricultural Product Sales on Short Video Platforms, Taking TikTok as an Example. Lecture Notes in Education Psychology and Public Media,5,772-777.
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Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4
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