The Research Of Attitude Towards Lei Feng Publicity Among Rural Residents

Since Mao Zedong called on the whole nation to learn from Lei Feng in1963, Lei Feng publicity has been for over50years. Lei Feng Spirit, which is highly integrated with National ideology, develops as the changes of the spirit of the times, who whereas never out of date due to the typical characters of Lei Feng type born in different stages of social development. In detail, Learn-from-Lei Feng’s the typical reportage, literary works and activities change also, along with the development of publicity standard, social environment and media technology. Promoting Learn-from-Lei Feng activities routinely has became the key to the matter of improving our citizens’ moral quality overall. Lei Feng publicity to the rural areas not only helps to build rural residents’ socialist core values but also contribute to achieve the goal of construction of new rural civilization. This paper, as the micro spectrum of the subject, The Study on Chinese Communist Party’s Rural Propaganda History, taking the chance of2013, the50th anniversary of Learn-from-Lei Feng as well, adopts positive research to investigate and discuss the status of attitude towards Lei Feng publicity among rural residents. This paper will help to enrich Lei Feng publicity study in audience and effect research from the bottom-up perspective, as well as will promote the Lei Feng publicity in rural areas processing more effectively.The thesis studies Chee Town, Jiangbei District, Ningbo City, Zhejiang Province, investigates rural residents’attitude towards Lei Feng publicity from the view of cognition, emotion and behavior intention in method of questionnaire survey and case interview. Then, based on the theories of communication and social psychology, the paper explains and analyses of the data results, finding where need of improving in Lei Feng publicity and proposing appropriate countermeasures and suggestions meanwhile. This thesis is divided into five parts. The first part clarifies the background, purpose and significance of the study, and highlighes the bottom-up perspective comes from the literature review. Besides, determine the paper structure based on the research plan of design, and define the several core concepts The second part outlines the basic situation of the Chee Town, with description of the demographic characteristics of the local sample. The third section provides an overview of Lei Feng publicity, diachronic clarifying the core meaning of Lei Feng Spirit from whose origin and evolution. Then analyze the publicity model and communication features in Learn-from-Lei Feng’s typical reportage, literary works and activities. The forth part firstly describes the rural residents’ contact situation, attitudes and suggestions to Lei Feng publicity, whose cognition to the veracity, variability and connotation of Lei Feng Spirit, affective commitment and practice will to Lei Feng Spirit are investigated later, finally confirms the relationship between Lei Feng publicity and rural residents’ attitude towards Lei Feng Spirit according to correlation analysis. The fifth part summarizes researches above, finding the problems in Lei Feng publicity from rural residents’ attitude feedback, and proposes appropriate countermeasures and suggestions accordingly.