Research On The Influence Of "Home Appliances To The Countryside" Policy To Social Contact Of Countryside Society

The “home appliances to the countryside” policy carried out by the government is thepolicy to support and benefit the farmers. The aim of the policy is to, under the globalfinancial crisis, expand domestic demand, especially the rural market consumption demand;activate the rural consumption; alleviate the plight of household appliance industry; andpromote China’s home appliance industry, which can achieve China’s sustained economicgrowth. Social communication forms which are changeable have different characteristicsbecause of the change of economic, political, cultural and other factors. This paper based onthe sociological theory, researches rural social communication forms, in a comprehensive andin-depth investigation way, finding out the influence of the “home appliances to thecountryside” policy introduced in2007to the rural social communication forms and how deepthe influence is.This paper is mainly based on the “home appliances to the countryside” policy, studyingthe situation that the farmers purchase and use home appliances products under its influence.This paper takes a natural village of Shandong Province as the investigation object, withinterviews and some questionnaires quantitative data, studying the influence of the “homeappliances to the countryside” policy to farmers and their social communication forms. Thepositive and negative affects on the rural social concepts, contacts, exchanges, communicationforms are included in the paper. The paper draws the following conclusions:Firstly, in the process of purchase and use, a rural people is gradually developing newcommunication concepts. And the concepts of openness, freedom, independence are graduallystrengthening, at the same time, the interpersonal motivation is gradually turning from ethicsto utilitarian and surface transition.Secondly, the social communication targets tend to be interesting and utilitarian, whilethe traditional ones are geographical and have blood ties, which are gradually weakened. Thesocial communication targets become richer, making the selection of recourse have greaterchoices when there are difficulties. At the same time, because of the use of home appliances,the communication relationship of family members between husband and wife, parent-child isalso changed to some degree. Thirdly, the use of home appliance products especially cars, motorcycles, electric carsand other communication tools greatly prompted the rural people to expand the interpersonalspace scope. And the use of computer, mobile phone and other tools made their exchanges inthe choice of time more random and free.Fourthly, the social communication forms are more diversified. The traditionalface-to-face communication forms are replaced by more diverse, communication channels toexpand and go out forms increase.Through the above research conclusions, we can see that the implementation of the“home appliances to the countryside” policy to a certain extend affects the rural socialcommunication concepts, contacts, exchanges, communication forms. And the effect is moreof a kind of indirect impact, its essence is the enforcement of the policy of the farmers topromote the home appliance product buying, farmers in these home appliance product useprocess gradually affected their own social communication mode, in all its aspects. Thisinvestigation mainly researches the influence of the policy on the rural social communicationforms. Meanwhile, this paper also pays attention to and affirms the economic, cultural andother factors rather than only focuses on the only factor.