A Study On Tne Demand-oriented Public Cultural Policies Of Rural Areas

In the new rural construction in full swing, and public policy researches mainly investigate the business content dual background, this paper attempts to start from the point of view of the actual effects of public policies, and take the rural public cultural projects as a entry point to study the supply satisfaction and actual demand of rural public cultural policies,which helps explore how to make the process of rural public cultural policies effectively reflect the actual needs of farmers, then make some further reflections on how to improve public cultural policy-making process.Firstly, we conduct our field research by surveying "courtyard bookhouse","every village has radio and television" project and "send the play to the countryside" three policy projects of27administrative villages in Zhejiang province. Combined with questionnaires and interviews, we found that rural public culture exists some imbalance performances between supply and demand:the"courtyard bookhouse" appear as a lack of the inner desire for reading and books are of low practicality; the demand of upgrading digital TV is not strong enough and radio project ignores the local conditions; the play sended cannot respond to the significantly different countryside demands.Secondly, the unbalanced performances between supply and demand existed in rural public cultural policies can be attributed to the the main policy-making processes. Adopting the "backward mapping" methods, combined with improved policy cycle theory, we analysis that the probable main causes of the imbalance there are:there is no demand recognition and define, and channels for demand expressing in agenda-setting stage; flexibility in policy planning is not enough and the lack of guidance on public participation; the process of policy implementation is divorced from the actual reality, the chosen supply mode follows the path dependence; policy evaluation phase lacks the real policy performance evaluation.Finally, according to the above analysis, we put forward several thinking points on the formulation of rural public cultural policy which based on the actual demands of farmers, namely improving the demands recognition process, and establish a sound expression and feedback mechanisms; policy should both have principle and flexibility to avoid "one size fits all"; highlighting the importance of clear policy goals, and properly select the supply mode; weakening the consideration of business indicators, focusing on policy performance assessment.