Charismatic Authority?Driven By Culture And The Cultivation Of Rural Publicity

At present,China's rural society faces the problem of lack of publicity,and the reconstruction of publicity is a major issue.This paper takes H village in southern Anhui province,which has achieved certain achievements in publicity construction in recent years,as a case study to explore how to cultivate the rural publicity.Participatory observation and semi-structured interviews were used to review and sort out the village's practice process comprehensively,and on this basis,its internal mechanism was analyzed.The study finds that “charismatic authority” and “public cultural activity” served as the main source of power.In terms of charismatic authority,the acquisition of this identity attracted a group of supporters and followers,effectively promoting the public participation of the village.The charismatic authority is transformed from some local folk elites.The elites spontaneously participate in the public culture of the village,continue to make personal input,practice corresponding values and moral concepts,bring spiritual and cultural benefits to the village community,and harvest the people's affirmation and gratitude.At the same time,they also won the identity of charismatic authority.In terms of cultural activity,by reshaping rural public space,increasing public interaction,promoting public ethics,highlighting the peasants' subjectivity,promoting the enthusiasm of women and student groups,and at the same time exerting its social integration function and awakening and constructing villages collective memory in this process,cultural activity has achieved the enhancement of village cohesion and the re-creation of community consciousness.The study also finds that “charismatic authority” and “public cultural activity” complement each other in this process and construct each other to promote rural publicity.This paper believes that the current rural publicity production needs to rely on a group of folk elites who have individual morality and are committed to transforming rural society.The emergence of such figures is also an expectation of the current rural society.By taking root in rural society,encouraging peasants to organize their own culture,and actively guiding them in this process,expanding the source of participants,playing its ethical education function,enhancing its public service attributes,mining and constructing village memory,cultural activity can be well oriented to the goal of rural publicity reconstruction.