Research On Rural Public Service Advertising In Xingtang County Based On Duffel Interaction Model

With the smooth development of the rural revitalization strategy and the introduction of the first farmers' harvest festival in China,the Communist Party of China(CPC)and the government have paid close attention to the issues of agriculture,rural areas and farmers..Rural revitalization is inseparable from economic revitalization and more dependent on the revitalization of culture.Strengthening the construction of spiritual civilization in rural areas of China is particularly important,and rural public service advertising is an important window to promote the construction of spiritual civilization in rural areas of China.The development of the rural public service advertising will provide a strong spiritual guarantee for the successful implementation of the rural revitalization strategy.Xingtang County is affiliated to Shijiazhuang City,Hebei Province,which is located in the middle of the overall development level of 8 districts in 13 counties(cities)of Shijiazhuang.Xingtang County has more research value than Zhengding County which with better economic development plan,and Xingtang County is more easier to find problems and way to solve problems,which have rural representation.This paper mainly applies the content analysis method,questionnaire survey method and interview method to study the rural public service advertisements in Xingtang County.Based on the Duffel interaction model,the paper contains analysis of public service advertisement samples from 5 towns in Xingtang County,and will analyze the main body of communication,the content of communication,the form of media,the target audience and the effect of communication through questionnaires and individual interviews.The purpose of this paper is to understand the current status of the public service advertisements in Xingtang County,and to explore whether the actual effect of communication is consistent with the expected effect,and what problems exist in it.Then explore the development countermeasures of rural public service advertisements under the background of rural revitalization.The text of this paper is divided into four chapters.The first chapter gives a description of the concept of the interaction model of Duffler and the concept of rural public service advertisement.This chapter mainly summarizes the Duffler interaction model theory that needs to be applied in the later research,so as to be used in the following.The second chapter analyzes the basic situation,the cognition,the attitude,the feedback and the behavior of the target audience of the rural public service advertisements in the village of Shijiazhuang,through the way of questionnaire and interview method.In the third chapter,it use the theory of Duffler interaction mode to analyze the content of the main body,content and media form of rural public service advertisements in Xingtang County.It is understood that the current status of the communication of the rural public service advertisement in the Tang County is the main communication of the government,the participation of the enterprise is less,and the content of the communication is diverse and the coverage is wide,and the public service advertisements can be distributed to the villagers through various media channels and the transmission channel is rich.The research shows that the main body of the rural public service advertisements in Xingtang County has multiple roles at the same time,but it shows that the county is not good at it.The communication mode is one-way communication,and the special feedback channel is not established.Mean while,the feedback consciousness of the target audience(the villagers)is relatively light.The unexpected effects that have not been considered in the expected effect may occur during the dissemination process;,The content matching degree of the communication content is low,the rural public service advertisement is facing to a large number of peasant groups,which has a low education degree,and the demand is slightly different from that of the long-term living in the city,and it is more focused on obtaining production and life content problem and so on.Therefore,in view of the problems in the process of communication of public service advertisements in Xingtang County,three suggestions are put forward.In the future development of rural public service advertisements,the main body of communication should take into account the adverse effects that may be caused by unintended effects,and actively attract the addition of other communication bodies,so that rural public service advertisements can be accurately produced in the process of communication.Second,a perfect feedback mechanism can be established,so that the two-way circulation mode can be formed.Third,by listening to the evaluation suggestion of the target audience(the villagers),combined with the needs of local villagers,and distribute public service advertisements which are more suitable for their needs,so that public service advertisements can take advantage of the situation in the vast countryside,and take root and make a huge difference.