Persuasion Communication In The Collective Action In The Rural Areas

Based on the description methods of anthropology and sociology, and an incident of Yang village on 19th August, this paper analyses the fights between two villages from the communication research angle.Through the fieldwork, the paper made a detailed investigation of the persuasion from cadres at the basic level and the leaders of village before and after the fights between the two villages. It believes that in the process of collective action, the factors affecting the leaders of the village opinion are as follows: emotion and horror appeal, source of information and incitation, cognition of subjects, influence of groups, interest and anti-propaganda etc. While the government's persuasion action includes the construction of the situation and situation force, and the factors affecting the effect involves the continuity and mental implication.From the deep investigation of the leaders of the village opinion and the government's persuasion, the paper believes that the persuasion communication in the village collective action is a dynamic and continual process which involves many different factors such as the information givers and receivers, subjects, situation and means of communication. Persuasion is not one-way input, but an interaction between the givers and receivers in the specific situation. At the same time, it is influenced by multi-situation overlaps. The study finds out that the acceptance, opinions and the emotional cognition of the receivers are the key factors of persuasion effectiveness. For a relatively isolated village society, government should be the third person, or the neutral part, and the fair and objective settlement will have many impacts for the later persuasion.