A Study On The Cultivation Of Villagers’ Citizenship Awareness Under The Perspective Of Innovational-diffusion Theory

The discussion about cultivation of citizenship awareness of villager has beenpopular in academic world.It’s an important branch in the field of political science andsociology,but hardly linked to communication. This paper takes a village named C,southeast China as an example to analyze some issues about the cultivation ofvillagers’citizenship awareness in China from the perspective of communication.We investigates from organizational communication,mass communication andinterpersonal communication.Based on the investigation,we find that there are severalproblem as follows: weak consciousness of personal dominant position in the nation,weak consciousness of rights and obligation and weak consciousness of politicalparticipation.By applying the innovational-diffusion theory and cultivation analysis tothis issue,we think that the main reason for weak conscious of citizenship awarenessis the fracture of the chain,the missing of information flow in the and masscommunicational channel and obstacle of the influence flow in the interpersonalchannel For this case,we propose three routes to solve the problem,they are the repairof relationship chain in the organizational communication channel,rebuilding themoist information flow in the mass communicational channel and the diffusion ofinfluence flow in the interpersonal communication channel.