Investigation On The Formative Factor And Course Of Action Of Rural Opinion Leaders

Rural village opinion leaders are those who master power of discourse in the village, they are special characters that have broad ability to mobilize resources on the key position in the village. They have an important influence on the operation mechanism rural social resources. They are important boosters to use public resources efficiently in the rural community. It is great significant to explore the formation factors and the process of actions of opinion leaders for using the limited resources efficiently and maintaining sustainable development of the rural community.This study Take the village of northeast Sichuan as a reference object in vision of communication and sociology. This study analysis the course of action and the formation factors of opinion leaders from the perspective of rural and social development. This study based on field theory and multi-level communication theory with using method of the evidence and interview.This study suggest that the formation of opinion leaders of factors including resources, the concerns of public affairs as well as areas of particular tendencies. Among them, the resource mobilization capacity is the most important formation factor of opinion leaders and their most notable features. Involvement in public affairs is a necessary means to recognize the moral positions. It is also a necessary means for establishing positions of authority. And different area is the external form factor of the opinion leaders as at this stage because of the social division of labor.Second, the action process of the opinion leaders is divided into information access or delivery, as well as the role of communication in the process of play. Among them, the sources of information including mass media, government organizations, social organizations and other external sources of information, as well as the spread of long-term self-knowledge and the experience of the audience's feedback. And communication roles include recipient and transmission and gatekeeper. In the course of specific role-playing, opinion leaders play a role by creation of a public sphere, participation in public affairs, economic organizations, demonstration and integration of communication networks, etc.Finally, the author made two further suggestions:First, it is necessity that should emphasis on identification of opinion leaders and function of opinion leaders. Understanding of a key figure in rural society in vision of communication, we should strengthen the identification of opinion leaders as well as attaching importance to the role of opinion leaders. To place those opinion leaders who have broad ability to mobilize resources on more important position. Second, the relevant departments should strengthen the training and guidance of opinion leaders, as well as creating a favorable environment in favor of production and development the for opinion leaders.