The Game Of Rural Community Opinion Leaders Between Old And New

At present, as a strategic decision, building a new socialist countryside has been raised on the basis of the outcomes of all-round-way better-off society's construction. However, due to the existence of the traditional "dual" structure of urban and rural areas, the vast rural community of China develops slowly in modernization, and significant differentiation is also exist in the rural communities. As we all know, China is a large agricultural country, there are two thirds of the populations live in rural areas, in order to accelerate the development pace of rural community and maintain social stability in rural areas we must step up research efforts in rural communities. As an important force, opinion leaders play an important role in rural development and stability. Therefore, to study "opinion leader" groups have practically significant meaning, especially for rural communities.This thesis used questionnaires, interviews and other research methods, to explore the classification of opinion leaders in rural communities; old and new opinion leaders' impact; the influence of opinion leaders in the process of community development; the two kinds of opinion leaders'specific performance in gaming; the positive and negative function the opinion leaders show in the development of rural communities and the reasons of Game between the elder and new "opinion leaders". In hope that through the analysis of these elements to help rural communities to achieve rapid economic development, keep up the pace with the development of all of our country, which have certain significance.The first part of this paper is the classification of opinion leaders in rural communities.In this paper, the opinion leaders in the rural communities have to classification, which are established ones and new ones. The main difference between them is that when they have access to information contacts different media, the established opinion leaders have high trust among the communities in contrast to the new ones. But the new opinion leaders have more media accessibility and information dissemination channels than the old ones.In the process of spreading news they play an irreplaceable role.The second part of this paper is about the game between the established and new opinion leaders.Two types of opinion leaders in rural communities will adopt various methods to improve their income, which is the status and community identity. Since they owned different resources, it will cause competition and co-operation between them. Competition between the two is basis on maximizing their own return, which not only have the negative impact for the community integration and the relations, but also obstacle the development of the whole community; the cooperation between the two is based on competition,a common goal of the agreement, which is to develop the community.The game between the established and new opinion leader has the impact on the rural community's development. From the second part, we can see that the opinion leaders play a significant role in improving the trust relationship between members of the community. They can not only influence the direction of public opinion within the community, but also the development direction of rural individuals and communities.All the upper contents could be found in the third part of this paper.The main idea of the forth part is about the reason why the two kinds of opinion leaders are gaming with each other. There are three reasons to explain why the rural community opinion leaders are gaming with each other in the process of rural communities and community members'development. The first one is attributed to the opinion leaders themselves, because of their maximum benefits.The second reason is about the environment of community traditional culture, the more the traditional cultural influences the community the less rate game happens between the two kinds of opinion leaders and vice-verse, for it is so easy for a new community forms two types of opinion leaders. Or the new opinion leaders who may live out of the community, and have fewer opportunities to contact with the original community, so it is unlikely to play game with the elder ones.Finally, two types of opinion leaders exist in the process of rural community development have respective superiority and inferiority, from which a conclusion can be drawn, on the one hand,the Government has to fully rely on the strength of two types of opinion leaders, on the other hand, knowing the characteristic of the two types of opinion leaders will help the Government to make a rapid development of rural communities.