Based on the theory of innovation diffusion and the value chain model, this paper, through multi-case analysis and policy text research, systematically deconstructs the four paths driven by "New Media +" to promote rural economic development: 1) E-commerce-driven: reconstructing the value chain of agricultural products, selling products, and establishing brands through short videos and live-streaming e-commerce; 2) Integration of culture and tourism: digitalizing and IP-izing rural resources to create new consumption models; 3) Logistics coordination: extending the industrial chain and optimizing the supply chain with digital technology; 4) Subject activation: spawning a new group of farmers, leading a new wave of rural entrepreneurship with digital literacy and innovative thinking. However, the current development also faces three major challenges: homogenization of content leading to insufficient innovation; excessive entertainmentization affecting the construction of rural image and value guidance; and weak infrastructure restricting the in-depth advancement of the model. In response to these challenges, this paper proposes optimization strategies: deeply exploring the core of cultural value; building a diversified supervision framework; accelerating infrastructure development; and establishing a talent incubation and cultivation system. The research shows that the "New Media +" model is a new driving force for activating the rural economy, but its healthy and stable development requires the collaborative efforts of the government, platforms, society, and rural residents to jointly face challenges, so as to effectively serve the overall strategic goal of rural revitalization.
Li et al. (Wed,) studied this question.