Study On The Rural Communication Model From The Perspective Of "New Peasant Culture"

During the past 40 years after reform and opening-up,as the"cornerstone of a nation and the necessity of the people",agriculture,rural areas and peasants have been regarded as the "important components of the modernization construction,in-depth reform,transformation and upgrade of the nation".Exploring the new directions,new concepts,new culture and new approaches of China's rural development is not only an urgent matter of the moment but also a permanent need for the future.According to the current realities of China,it's important for China to properly address rural problems,restore rural civilization,communicate rural culture and foster the new peasant group.The arrival of Internet age is accompanied by the imminent need for intellectualization,leading to the distinctly different ways,presentation patterns and outcomes of rural culture communication.Fast and quick cultural communication is diminishing in rural areas.How do we build the "expressway" for rural culture communication in order to open up opportunities and respond to the challenges facing the Internet age and the upcoming smart era,and in turn adapt to,transcend and lead the trends?This seems to be an impossible mission,but we need someone to explore and practice.The new mission requires new talents,and new talents create the new era.It's urgent for rural areas to foster new peasants who can understand the new needs of agriculture,rural areas and peasants,communicate new knowledge and adapt to the new era.From the perspective of "New Peasant Culture",the new model for rural communication is bound to yield unusually brilliant results.This paper selects the rural communication model as its research direction.Firstly,it analyzes the existing problems with rural culture construction and communication,focusing mainly on the lack of humanity spirit and the loss of civilization,the imbalance between improved living standards and spiritual pursuit,convergence of standards relating to career or entrepreneurship,and the running away for better education of the next generation.In the real work,we are still faced with three blindness and six major problems,namely the blindness in abandoning traditions,the blindness in destructing the environment and the blindness in gathering in cities,with six major problems being:lack of understanding and absence of team;sharp decline in rural population;shortage in funding and backward facilities;a front existing in name only and lacking guidance;valuing elderly over youth;boring content and unattractive planning.By digging into and upgrading the rural culture,this paper expands into the building and communication of new rural culture and the shaping of the atmosphere for the new rural civilization in a bid to intrigue and influence people and foster the new peasants geared to the needs of new countryside development in the new times.By leveraging appropriate measures,such as expanding the new connotations and extensions of rural culture,strengthening the ecological protection and construction in rural areas,promoting individualized development in rural areas and putting emphasis upon rural culture(namely fostering new peasants,reviving the rural culture,recalling talents to development the new peasant group,and communicating rural culture to make a difference),we will in turn promote the all-around development of agriculture and rural areas of China.By analyzing the ultimate need of rural areas for talents,this paper points out the key cause of talent loss in rural areas--inadequate rural culture development and communication,and in turn proposes ideas and advices for reshaping the communication of rural culture.Through real cases,this paper has concluded to carry forward the rural culture through two ways:"resume" and "prosper".It specifically discusses how to shape the particularities of "new peasants",the drivers for the emergence of"new peasants",means for "new peasants" to communicate the rural culture,and the merits and drawbacks of new media in communicating rural culture(and how to make improvements).This paper points out that the returned peasants are actually the "new peasants" who shall respond to the communication outcomes along the track of communication,thus truly achieving the return of both spirit and soul.In conclusion,this paper envisions the development prospect after the rural culture has gained its core competitiveness:seizing the opportunities of Internet age,kicking off the planned economy of big data on the cloud,becoming the main player in the smart era...