官员直播带货助农是展示政治在电商时代的一种新形式、新样态，可纳入政治传播范畴。正向积极的官员直播带货助农行为具有政治与经济双重属性，不仅体现了人民至上原则，贯彻了以人民为中心的发展思想，而且有益于促进地方经济发展。官员直播带货助农遵循“输出-催化-响应”的逻辑理路，增效效应的形成主要源于直播带货主体身份行为带引力，直播带货商品符合多数民众市场预期，直播带货平台依靠新媒体技术，直播带货情境易引起社会共鸣，直播带货受众充满好奇且愿意购买商品。助力官员直播带货助农可持续发展需要推动官员直播带货助农法治化，确保市场主体诚信和商品质量，注重新兴技术在直播带货中的运用，关注直播带货行为存有的共鸣环境，提升直播带货潜在对象的响应能力。

Officials’ livestreaming marketing to help farmers is a new form and new mode of display politics in the e-commerce era, which can be included in the category of political communication. Positive and active officials livestreaming marketing to help farmers has both political and economic attributes. It not only adheres to the principle of people-first, expresses and practices the people-centered development concept, but also promotes local economic development. Officials’ livestreaming marketing to help farmers follows the logical path of “output-catalysis-response”. The good governance performance is mainly due to the attraction of the identity behavior of the livestreaming marketing subject, the livestreaming marketing goods meet the market expectations of the people, the livestreaming marketing platform relies on new media technology, the livestreaming marketing environment is easy to arouse social resonance, and the livestreaming marketing audience is full of curiosity and supportive behavior. In the future, to promote the sustainable and high-quality development of officials’ livestreaming marketing to help farmers, it is necessary to promote the legalization of officials’ livestreaming marketing to help farmers, ensure the integrity of market entities and product quality, focus on the application of emerging technologies in livestreaming marketing, pay attention to the environment in which livestreaming marketing behaviors resonate, and enhance the responsiveness of potential targets of livestreaming marketing.

D630；F724.6；G206

国家社会科学基金青年项目（22CZZ034）