Structure,Discourse And Function:a Study On Rural Media Mobilization In Major Emergencies

In risk society,the strength of rural areas is relatively weak when facing major emergencies,so how to motivate the self-organization advantages of rural areas in emergency mobilization is particularly important.On the whole,the publicity of Chinese countryside has experienced the publicity of family association and administrative association,and now it has moved towards the publicity of media association,which means that media plays an increasingly important role in condensing rural power and connecting internal human relations.Especially with the continuous promotion of the "digital China" strategy,the communication infrastructure in rural areas has been improved,and the utilization rate of technical media among rural people has increased.Public wechat groups,for example,are playing an increasingly important role in rural public life.The COVID-19 prevention and control campaign has witnessed the advantages of technical media such as wechat groups in public communication.What’s more,for a long time,rural society has its own endogenous transmission channels.The high efficiency of loudspeakers has been widely concerned by the academic community before and after the epidemic.In addition,"human media" in rural areas,such as village goup leaders,also have strong mobilization efficiency.In short,in the emergency mobilization,under the strategic thinking of pooling resources,our rural areas give full play to the advantages of media mobilization and make comprehensive use of multiple media to achieve the mobilization effect.However,the specific mechanism is worth exploring to provide experience for the rural emergency media mobilization in the risk society.Through ethnographic methods,participatory observation,interview and literature analysis,this paper explores the mobilizing structure,mobilizing discourse and mobilizing function of the case.The specific innovation points are as follows: 1.Break the shackles of small-scale mobilization events in previous rural mobilization studies,and highlight the administrative and vertical communication characteristics of mobilization from the perspective of "major emergencies".2.Break the practice of focusing on only one media in previous studies on rural media mobilization during the epidemic,and focus on the mobilization mechanism of multiple co-structure media from a structural perspective.Specifically,the study found that,(1)the case reflects the administrative characteristics of rural epidemic prevention and control mobilization,so that media mobilization is mainly characterized by vertical transmission,forming three kinds of organizational media loudspeakers,villagers’ leaders and villagers’ wechat groups.According to their communication characteristics,the three media play the advantages of informing mobilization,action mobilization and service mobilization respectively.It is worth mentioning that the largest rural horizontal communication channel "station Duier" and the three have produced information resonance,but among them,loudspeaker mobilization is the most able to stimulate the effectiveness of "Station Duier".(2)Under the influence of external governance dependence and endogenous governance culture,the three mobilization media discourses show the characteristics of "non-hardcore",which is embodied in the standardization and neutralization of discourse.In addition,emotional strategy based on national imagination and collective identity pressure,rational strategy based on interest consideration and face incentive strategy based on positive evaluation are also used in the mobilization.(3)In terms of function realization,media can realize the functions of epidemic environment monitoring,epidemic prevention action guidance,instant communication and coordination,internal mutual assistance and supervision.However,functional implementation is still limited by structural dilemmas,which are manifested in the following aspects: polarization according to the response order of internal social stratification;The administrative task-oriented mobilization nature is too strong,and the cultural interpretation function of the media is limited.As a result,the overall scientific and cultural literacy of the public has not been greatly improved,and sufficient experience has not been accumulated for the early warning and prevention of the crisis in the future.The sense of work significance of village leaders is gradually lost and their mobilization potential is not effectively stimulated.Through the analysis of structure,discourse and function,the paper presents the current media mobilization texture in rural areas represented by cases,which is conducive to improving the structural understanding of rural media mobilization.Finally,the paper puts forward the mobilization dilemma,which provides inspiration for the solution of the subsequent dilemma.