From "breaking the circle" to "expanding the circle": a study of officials' live goods behavior in the new media era

: In the era of epidemic and post-epidemic, in order to help economic recovery, political officials are brave enough to break through the circle and open up the sales path for local agricultural products by means of live broadcast with goods, and some county governors have even won the title of "net red county governor", becoming the main body of the "broken circle". They have become the representative figures of "broken circle". Based on the national strategy of "rural revitalization", the live broadcast of goods by officials is based on e-commerce live broadcast, which has an obvious political and economic behavior. This paper adopts participatory observation and textual analysis to analyze this phenomenon of "breaking the circle", explore the economic communication behavior of officials' live-streaming with goods, and analyze how officials complete the identity transformation of "breaking the circle" and the challenges they face in this breaking behavior. We also analyze how the officials transformed their identities and the challenges they faced in the process of "breaking the circle", so as to create a better image of the government in the communication process and effectively play an active role and influence of the officials in rural revitalization.