Position?Characteristic And Function Of Opinion Leaders In New Rural Construction

The "three rural issues" has been the concern of the party and the country,put forward the construction of new socialist countryside is the heart of our party.As an agricultural country,China has a large rural population,vast rural area,complex rural problems,urban and rural "dualistic structure" makes the rural issue and rural management become more complex,which requires more attention to the management of rural grass-roots society."Production development,well-off life,civilized local customs,clean village appearance,democratic administration",as the goal of the new rural construction is implementing by the whole society.But the task is arduous,need to unite all forces.Due to the rapid development of network technology,network opinion leaders and city opinion leaders cause more social concern,rural opinion leaders can play an important role in the process of new rural construction,this is the point.From the perspective of communication,combined with sociological research methods,taking the new rural construction as the background,this paper focuses on the orientation of rural opinion leaders,characteristics and its affect in the new rural of construction.The author makes a case study on the Chengzi village of Zhihe town of Yongqiao district of Suzhou City.The village is located in the North China Plain,has common features of central region of China.Since the implementation of the new rural construction,great changes have taken place in rural society.After investigation and analysis,the author maken longitudinal comparison about development of the village,discuss changes in all aspects of the village.Through comparison,the new rural construction has made great achievements,these achievements cannot do without the support of the government,also cannot do without rural opinion leader's help.The author has make interview and investigations of the village,make the position of the village leaders by questionnaire and interview analysis,then divided them into political,cultural,economic,technology level of opinion leaders and then make analysis of the reasons for the formation,characteristics and function effect.My studies show that,the opinion leaders have such characteristics:successful self realization,high cultural level and media literacy,interpersonal active,positive action consciousness.They played an important role in the new rural construction,they participate in the village affairs,interpretation and the promotion of the new rural policy,play an exemplary role in perception and action,and can solve the internal contradictions,protect the rights and interests of farmers.After these conclusions,the author puts forward own suggestions and prospects in the end of paper,the government should pay attention to the role of rural opinion leader.Under the background of new rural construction,the issue of rural opinion leaders is a problem worthy of attention of the whole society.