Research On Propaganda Channels And Methods Of Rural Reconstruction Movement During Republican

Since the later period of Qing Dynasty, all sectors of society has been exploring themodernization of China’s rural roads, they have made several attempts to promote theimprovement of rural life and rural construction. In which the most influential one wasthe Rural Reconstruction Movement between1920’s and1930’s, that was evolved fromthe village autonomy and rural education. Rural Reconstruction Movement is a socialmovement, which is purpose to revive the rural society, Launched and guiding by theurban intellectual elite, with the support or participation of the national government,through the public education, inspiring the farmers’ sense of participation, in order toimprove the rural society. Although the Rural Construction Movement failed, but theeffects of their propaganda and education, are still subtly changing the farmers’ attitudesand life, and lay the foundation for further changes in rural community.As the history enter into the21s century, to address the rural issues narrow the gapbetween urban and areas, the government comprehensively promote the construction ofnew socialist countryside. In this background, this paper attempts to study the practiceof the propaganda and education in the Rural Construction Movement, through analysisof the selection of promotional channels and the application of publicity measures, toexplore communication strategies in the process of farmers’ policy advocacy, and theway to change farmers’ traditional values and lifestyle.Any transformations of society will be affected by a particular public opinionenvironment. In this paper, the firstly is making a brief introduction about the socialPublic opinion environment of the Republic of China. Secondly, put the RuralReconstruction Movement as a study case, analyze the Advocacy body and propagandaobjects’ position and roles in the rural reconstruction movement。In the fourth part of thispaper,describes the selection and application of promotional channels in the movement ofrural reconstruction,such as,organizational communication channels, the mass mediacommunication channels, interpersonal communication channels and literature and artcommunication channels.Finally,through analysis the application of publicity measures,tosort out some common ways, for example, the way of model demonstration, Persuasion way, probation of affection,etc. Put the rural reconstruction movement as researchobject,preliminary summary and investigate its communication mode and the ruralconstruction groups’ propaganda and education philosophy.