Research On The Social Function Of Rural Opinion Leaders Under The Background Of Rural Urbanization

Three Rural Issues concerning agriculture, countryside and farmers is the key issues affecting the development of our country. How to boom the rural areas has a marked impact on the reform and stability of our country. New rural construction is an important strategy for our country to solve the problem of Three Rural Issues. It can push forward urbanization of the rural areas, and turn farmers gradually into urban population. The process of urbanization witnesses the unprecedented changes the rural society experience, and the traditional interpersonal relations and the relationship between people and land in rural social have been challenged. As a member of the rural society, rural opinion leaders are also in flux, thus they take on a new appearance and band functions in the new era.The paper is making a research under the background of the rural urbanization and on basis of the performance and characteristics of rural opinion leaders. The paper analyzes the social functions and the characteristics of the rural opinion leaders in the new period. Through the study of rural opinion leaders and the reflection of the changes in rural ares bringing to the countryside and farmers, the paper aims at offering help to better the development of the rural society.Using the fieldwork method, this paper takes West Village of Linyi City in Shandong Province as the research object, supported by the relevant theories of sociology and communication. By analyzing the interpersonal relationships of West Village, the communication circumstances, the public opinion and other relevant issues, combined with the villagers’ recommendation and observations, we find some opinion leaders who determine the village administration、village-based economic development and village busybodies multidisciplinary opinion, via in-depth interviews and observation, the paper analyze daily performance the opinion leaders.Through field investigation and study of West Village opinion leaders we find that, in the process of rural urbanization, the relationship between the rural opinion leaders and rural farmers is reinforced, farmers rely much more on rural opinion leaders, also the rural opinion leaders’ influence of the villagers concentrate on the daily affairs、way and method to be wealthy、the collective interests and service、migrant workers, etc. In these areas, rural opinion leaders play a leading role of guiding villagers’ daily life、maintaining the normal operation of the village、expressing the interests of the villagers appeal and peroxiding external forces and so on. Moreover, the personal identity、occupation and resource disposition of rural opinion leaders also take their unique appearance, which is the key to form the opinion leaders. Rural opinion leaders are undergoing changes at the pace of the age, and the obtained leading status are suffering challenges.This paper is carrying on under the background of rural society entering a new period in development and rural issues are increasingly prominent. By studying the rural opinion leaders, the paper clearly acknowledges the rural relationship in the new period 、 the changes of production and living, thus helping the information dissemination and implementation of benefit farming policy, as well as the the economy development and interest expression in rural areas.