Research On The Role Of College-graduate Village Official In Rural Cultural Communication

The construction of harmonious New Socialist Countryside is the new measure of deepening the reform of new countryside, is the inevitably request of implementing the scientific development perspective and the comprehensive construction well-to-do society, as also, it's the effective method to impel the rural society development, is the way we must take for realizing China's modernization. Building New Socialist Countryside is a comprehensive system project, involving the rural economic, political, cultural and social development every aspect. Strengthen the construction of new countryside culture is an important part to construction of socialist new countryside, and it has is a positive effect on promoting socialist spiritual civilization, cultivating new socialist farmers, promoting the rural civilization and the development of rural social undertakings.Currently the new countryside culture construction has a lot of problems, such as lower cultural quality of farmer, rural culture lack of high-quality disseminator, the new countryside culture construction lack of publicity, masses of peasant lack of enthusiasm for the new countryside culture construction. College-graduate village official deep into the grassroots and rural areas, can solve the rural talent shortages and peasant lack of information, at the same time they provide ways for college students' employment problems. Meanwhile, college-graduate village official work at rural areas that can be trained to be party and government cadres'reserve personnel which with rich work experience and mass foundation. Research the role of college-graduate village official in the new countryside culture construction, which can enrich and develop rural culture dissemination theory, further explore the effect of opinion leaders in rural culture communication, also to supplement the theory of college-graduate village official human resources reasonable configuration; the research also can provide a reference to the construction of new countryside culture, and it has the important and profound realistic significance in promoting the new socialist rural construction.This research mainly selected Kaifeng Niuji village in Henan province as the main research object, we acquired 202 valid questionnaires, questionnaire mainly involves the basic situation of the villagers, and recreational habits, information selection modes, political life, science and technology education, economic development, the traditional culture, etc. According to early understanding about rural culture relevant literature, as well as the summary about problems in questionnaire survey, the author interviewed partial villagers and little village official, completed collection of first-hand data. In combination with other ways to expand the investigation data, complement interviews in college-graduate village official BBS, Sina micro blog, college-graduate village official QQ group, etc. In fully holding survey data and second-hand literature material, this study based on the innovation diffusion theory and communication persuade theory discusses the rural culture communication's status quo and existing problems, and the role of college-graduate village official, and factors that impact of communication effect, define the way to make a better function in the countryside cultural communication.The rural culture communication obtain good communication effect, can't just rely on college-graduate village official this one link, still need to integrate rural culture communication ecological all aspects of power. According to this thought, first, this study cleared off concepts and the status quo of college-graduate village official and China's rural culture communication; combined the village then analysed culture communication environment and current situation, then combined with concrete examples analysis, finally summarized the rural culture communication ecological existing prominent problems, and then proposed some adjustment countermeasures, made the exploration of "How to give full play to college-graduate village official in the countryside cultural communication".First of all, this study introduced the concept and development process of college-graduate village official, and analysed the function and existing problems of the rural culture communication, pointed out the college-graduate village official played a variety of roles in the countryside cultural transmission, college-graduate village official had impact on audience.Secondly, the author obtained data through questionnaire survey, analyzed the Niuji village's information communication status in natural environment, economic development, transportation and communications, family type, culture education condition, religious belief status, villagers cultural life and information contact habit; combined the mode of transmission channel and contact preferences in Niuji village rural culture communication, summarized the problems in the process of the research, such as rural culture communication had imbalance in supply and demand, peasant's cultural literacy was not high, etc.Thirdly, combined with concrete examples, analysed the influence of college-graduate village official in Niuji village from politics, economy, science and technology, traditional culture etc. And discussed the case with the help of the innovation diffusion theory, persuading theory, cultural capital theory, etc, integrated theory with practice, gave a summary of the favorable role and problems that college-graduate village official had made in rural culture communication.In the end, combined communication ecological theory, outline the problems about rural culture communication ecology, then faced the the question which communicators, receiver, communication content, system and social environment developed and to put forward countermeasures; from the angle of ecology communication, combined research problems discovered in front, made the exploration of "How to give full play to college-graduate village official in the countryside cultural communication", finally proposes the countermeasure, in order to play the role of college-graduate village official better and build new socialist countryside.