Information Access Modes,Social Environment Change And Rural Residents’ Social Trust

Although China’s economy has developed rapidly in recent years and the social environment in rural areas has undergone great changes,social contradictions have been ignored to a certain extent,leading to frequent public opinion events related to agriculture.The social trust problem of rural residents has become increasingly serious,and the trust between people has become increasingly weak.The decline of social trust of rural residents will inevitably affect social harmony and stability in rural areas.According to the literature of scholars,in the information age,modern media is an important factor affecting social trust.Due to the characteristics of timeliness and convenience,more and more rural residents obtain information and express their demands through the Internet.Compared with the closed and one-way communication of traditional media,the network new media is an open and diversified platform.The positive and negative news and public opinion transmitted by the Internet will not only affect the social environment satisfaction of rural residents,but also affect their social trust.There are "media publicity mobilization effect" and "media publicity back dart effect",which put forward higher requirements for rural governance.Therefore,under this background,it is of great practical significance to study the direct and indirect mechanisms and differences of the use of new network media or traditional TV media and other different information access modes on the social trust of rural residents,in order to further understand the general laws of rural residents’ economic and social behavior in the information age,promote digital enabled rural governance,and improve the public service capacity and efficiency of the grass-roots government.Therefore,based on the analysis of the theories of information economics,behavioral economics and welfare economics,this paper uses the CFPS China family tracking survey data to establish a variety of econometric models to study the relationship between the information access modes,social environment changes and social trust of rural residents,and then provide scientific suggestions for digital rural governance.The main research contents and relevant conclusions of this paper are as follows:Research content 1: Research on the impact of information access modes on rural residents’ social trust.First,from the national perspective,rural residents have the highest trust in their parents and the lowest trust in strangers as a whole;Secondly,the information access modes have a significant positive impact on the social trust of rural residents.With the increase in the number of days that rural residents use the Internet or TV to obtain news,the trust of rural residents in others has also increased,that is,there is "media publicity and mobilization effect",and the influence coefficient of new network media is higher than that of traditional media.The Internet has become the main media for rural residents to obtain news information;Thirdly,when rural residents use the Internet and television to obtain news information,there is a substitution effect between the information access modes;Finally,although rural residents use the Internet to obtain news less frequently than urban residents,compared with urban residents,the Internet has a greater impact on the social trust of rural residents.Research content 2: Research on the impact of information access modes on rural residents’ social environment satisfaction.First of all,the rural residents’ social environment satisfaction evaluation on the government’s integrity,environmental protection and the gap between the rich and the poor is low;Secondly,the Internet does significantly affect the social environment satisfaction of rural residents.When the number of days that rural residents use the Internet to obtain news every week increases,their satisfaction with the social environment is worse,and there is a "media publicity boomerang effect";And the Internet has a greater impact on social environment satisfaction than traditional media,which indicates that the Internet has indeed gradually become the main source for the public to obtain political news information;Thirdly,due to the phenomenon of "digital communication",there are differences in the information access modes of different gender,different age,different education and different regional groups among rural residents in China,as well as their impact on social environment satisfaction.Research content 3: the impact of social environment changes on rural residents’ social trust.First,compared with 2014,the social environment satisfaction of rural residents in 2018 has improved in terms of government integrity,but has deteriorated in other aspects.Moreover,the gap between the rich and the poor has surpassed the government integrity as the most serious social problem;Secondly,rural residents’ trust in neighbors,cadres and strangers has increased,but their trust in parents and doctors has decreased;Thirdly,the change of social environment has a significant impact on the social trust of rural residents,and the satisfaction of social environment plays an intermediary role in the impact of information access modes on social trust;Finally,government governance can regulate the impact of social environment changes in rural areas on social trust of rural residents.The contributions of this study are as follows: firstly,in terms of research content,unlike previous studies,which mostly focus on traditional rural governance methods,this paper is based on the basic background of digital rural governance in China,and creatively links several topics such as information access,social environment and social trust in digital Rural Governance to study,which is helpful to grasp the general laws of rural residents’ economic and social behavior in the information age;Secondly,from the perspective of research,modern media,as an important perspective to explain social trust,has just begun to get the attention of domestic researchers.This paper,from the perspective of information access,verifies the impact of different ways such as network new media and TV traditional media on the social environment satisfaction and social trust of rural residents,and the substitution effect between the two information access modes,which is innovative to a certain extent;Thirdly,in terms of the research object,this paper jumps out of the limitations of the previous social trust research.By introducing the social trust data of rural residents to different groups such as parents,neighbors,cadres,doctors and strangers,we can deeply explore the relevant characteristics of rural residents’ social trust;At the same time,the heterogeneity of the supply of information resources was studied,and the differences of information access modes among different groups of rural residents were compared and analyzed.Based on the above research conclusions,this paper puts forward constructive suggestions on promoting digital rural governance,improving rural residents’ social trust and social environment satisfaction,and carries out research prospects according to the shortcomings and limitations of this paper.