"Acquaintances" In Rural Market

Since the 1990s,modernity and the market economy have spread rapidly,and profit-oriented market rationality has penetrated into the rural society.Along with social change,individuals in the current villages are less dependent on other villagers,land and villages,and have higher mobility and uncertainty.Marketization and rationalization tend to become more and more obvious.However,the personality trust and sentiment rules of the traditional acquaintance society are still influencing the interaction between people virtually.This kind of rural society in the middle of the traditional-modern continuum,with both modernity and locality,is the "post-rural society".In such a social form,the rural market is a public place for villagers to conduct commodity transactions on a regular basis,which filled with rich expressions of meaning other than economic actions.So this research explores the transaction logic behind by f-ocusing on the interpersonal interaction and trading practice in the market.and attempts to explore the era connotation of acquaintance relationship from the perspective of social network.The first chapter reviews the rural market,post-rural society,acquaintance relationship and "Chaxu Geju",defines the concept of post-rural society applicable to this study,discusses the theoretical significance and practical value of this study,and clarifies the research method is a field research method integrating comprehensive observation and interview techniques.The research goal is to explore the tension and game of modern elements and local elements in trading practice,and then explore the era connotation of acquaintance relationship from the perspective of social network.The second chapter describes the geographical overview of the Y rural market in the research site.It compares the past and present from the three aspects of the market cycle,layout and scale,types of goods,supply and pricing,and the function of the rural market.It summarizes the reasons for the prevalence of rural markets from four aspects:the prosperity of the commodity economy,the government's convenience policy.the market's own advantages,and the villagers' habit of going to the rural market.This chapter also depicts the situation of the three kinds of market transactions,namely,rural market buyer,rural market follower and shop owner.The third chapter focuses on the subject interaction in the rural market from the perspective of economic sociology.The greetings and gift-giving of people who rushed to meet in the market are a face-saving project.The competition and cooperation of the rural market followers reflects the existence of a pan-acquaintance relationship network with the karma as the link,and has the local interaction except the karma.There is a difference in action logic between the regular customer transaction and the acquaintance transaction in the market,the main reason is that the difference in order causes the specific practice to be specific for each person.In addition,it also pays attention to the altruistic behavior with local characteristics after the completion of the transaction.The fourth chapter summarizes the transaction logic from the three aspects of transaction motivation,transaction strategy and transaction results in chronological order.The transaction motives in rural markets are often mixed motives with both economic and non-economic purposes.The specific trading strategies are rich and flexible.The seller must master the strategies of publicity and promotion.The buyer must be familiar with the tactics of bargaining and bargaining.Of course,these strategies have specific characteristics that depend on people;there are temporary small groups and free-riders in the rural market whose motives are rational.Judging from the transaction results,a successful transaction is a balance of interest and relationship.This period involves the invisible principle of favor and face,the pan-acquaintance relationship and the secret contest between rationality.However,the imbalance of interest and relationship easily leads to transaction risks,such as swindling acquaintances,it is necessary to use institutional trust to make up for the lack of personality trust,and to hedge the risk of rational abuse in the post-rural society.Finally,it reiterated the definition of the post-rural society and the summary of the rural market transaction logic,tried to explore the concept of pan-acquaintance relationship,and proposed the shortcomings of this research and the direction of follow-up research.