Opinion Leader And Rural Construction Of Harmonious Society

In the process of building a harmonious society,rural areas are focal and difficult points. Rural harmonious society is an important component of harmonious society. Opinion leader is an important link in constructing harmonious society. Based on communication and sociology, the thesis deals with characteristics and sword of Damocles, aiming to propose some urge measure which can help them produce more positive effect and promote the construction of new rural harmonious society.Taking the case of villagers'election in Nan village and Jiang Village of Jiangxi Province as an example, the study finds out the opinion leader of two sample villages respectively through the methods of questionnaire survey and in-depth interview. Based on the concept of opinion leader suggested by Paul Lazarsfeld, the thesis puts forward the concept of rural opinion leader. By observance and interview, the author finds out the characteristics of opinion leader in the election of villagers''committee, rural economy and rural life. From the characteristics of rural opinion leader, the thesis analyze the double-edged sword effect on rural harmonious society. On the one hand, rural opinion leader plays a positive role in expanding the effect of policy communication, driving the development of the rural economy and leading rural lifestyle. On the other hand, rural opinion leader plays a negative role in changing power structure of the rural area and hindering the social harmony at the grassroots level.The information communication in Chinese rural areas is a process in which disseminator,recipient and transmission channel influence each other. The deficiency of rural audience's media literacy and rural transmission channel increases the influence and consolidate the status of rural opinion leader as a gatekeeper. The thesis shows that effort should be made in slandering the disseminator's role, guiding opinion leader actively, training rural audience and cultivating their media literacy, broadening channels of communication and controlling effect of interpersonal communication so as to eliminate the negative effects of opinion leader.