A Study On The Value Co-creation Of Rural Governance Subjects In The Context Of Mediatization

In recent years,the rapid development of the Internet has brought sweeping changes to society,and many traditional fields have gained unprecedented new breakthroughs through the combination of big data,cloud computing and other advanced digital media technologies.In this context,China’s rural social governance has also entered a deep development,with multiple subjects playing an increasingly important role in rural governance,and co-creation of governance values has become a mainstream trend of the times that cannot be ignored.By introducing Value Co-creation theory into rural governance research,the township government is no longer the only dominant player in rural governance.Rural grassroots organisations and villagers,as value co-creators,have begun to participate in all aspects of rural governance,including planning,communication and action,and create governance value together with the township government,but due to the existence of a series of interactive games between multiple governance subjects with similar and different claims,consensus and divergence,interaction and conflict,connection and disconnection,as an intermediary tool to connect governance subjects,a platform tool to gather governance subjects and an emotional tool to unite them,can empower all stakeholders in rural governance and stimulate them to use the "digital dividend" to participate in the process of rural governance.Therefore,it is important and urgent to clarify the feasibility of Value Cocreation among rural governance subjects in the context of media,explore the model of Value Co-creation among rural governance subjects,and propose corresponding promotion strategies according to the model,in order to enhance value co-creation in rural governance.Through combing and summarizing the existing research results,it is found that the current research on media as a social context for rural governance focuses on the positive and negative effects of media in rural governance and the one-way governance effect facing the peasants,and less on the process of Value Co-creation among the township government,rural grassroots organizations and villagers.Therefore,this paper proposes to adopt the rooted theory research method and the interview method to select Tianzhuang Township in Ye County,Pingdingshan City,Henan Province,and its affiliated Shaofengdian Village as the research samples,and obtain primary data through interviews with interviewees in field research,supplemented by secondary data such as policy literature,coded level by level,to construct a model of value co-creation among rural governance subjects in the context of mediatisation,and obtain the results that rural governance subjects generate value driven by value needs The co-creative behavior is influenced by relevant factors,value consensus through emotional connection,value sharing through information exchange,value co-production through collaborative cooperation,and finally value formation value win-win multi-subject value co-creation.On this basis,countermeasures such as creating a quality co-creation environment,enhancing the endogenous power of participation of rural governance subjects and building a positive interaction relationship among rural governance subjects are proposed to provide new ideas for rural governance in China,so as to promote the healthy and sustainable development of Value Co-creation in rural governance in China.