Supply And Marketing Cooperatives As Media

It is progressive that the Chinese government has carried out the market economy system instead of the planned economy system. However in the open environment of the society, people seem to feel a little bit lonely. When talking about past lives, they react to be reluctant to leave the simple lives. At the same time, the symbols of the old life, such as food stamps, counters and so on, will often appear in the film and television works, which reminds people of that kind of live. Therefore this cultural phenomenon exists and it is practical to do research on it.As the largest economic organization of the planned economy era, Supply and Marketing Cooperatives carried the mass’s collective memory of that period. The development of Supply and Marketing Cooperatives also kept pace with the planned economy system. At that time, Supply and Marketing Cooperatives played the role of media, undertaking the function of facilitating the circulation of the society. However, with the introduction of reform and opening policy as well as market economy, the media attribute of Supply and Marketing Cooperatives disappeared. From the political and economic point of view, the decline of this organization has historical inevitability. While from the perspective of culture and society, there is a price of the disappearance.Particularly, in the rural areas, people were affected by the change more. In the planned economy era, farmers lived in a boxy society that is collective, determined and orderly. While in the era of market economy, the society is full of risks and uncertainties. As the media of the rural society, the change of Supply and Marketing Cooperatives can also reflect the change of the whole society. This paper will take the Supply and Marketing Cooperative of Zhangwu village, Anji county, Zhejiang province for example to explain the media function of Supply and Marketing Cooperatives specifically and the change of the society deeply.It has the theoretical basis why the Supply and Marketing Cooperatives can play the media role in the society. With the rise of communication technology, the scope of many concepts has been enlarged. Such as the concept of communication, it has experienced the evolution of transportation to a comprehensive meaning, including the spread of information, exchange of meaning and communication and interaction of daily life. However the tendency can be opposite. With the prosperity of the mass media, we treat newspaper, broadcast, TV and Internet as the media, which is result of the development of technology. The original forms of media are ignored during the process. We need to go back. Recording to the definitions of communication and media, it varies from different propagation theories to different propagation scholars. This paper argues that communication is information transferring action and knowledge sharing behavior in a certain social structure and social relations, while the media is a public institution enables communication activities to occur.Firstly, as the media of information dissemination, the supply and marketing cooperatives established the information network in the rural area. The network contained three-tier informations, such as goods, economic policies and anecdotes, and the corresponding three modes, such as the interactive mode, the vertical mode and the circle mode. However, the reason why supply and marketing cooperatives can be the media of information dissemination in the rural community is that it is conducted by the state ideology.Secondly, as the media of physical space, the supply and marketing cooperatives can release the information by its physical presence and change. Based on the four elements of map, location, assets and stores, we can see the relationship between the physical space and the image space.Thirdly, as the media of interpersonal relationship, the supply and marketing cooperatives become to be the central platform in rurul public life. Based on the two cases--theft case and arson case, ocured in 1970s to 1990s, we can anaylize the rural interpersonal relationship with Chinese characteristics and the power pattern in Chinese county. While with the penetration of techniques, the rural interpersonal relationship had changed a lot.Specifically, this paper will start from the three social functions of the Supply and Marketing Cooperatives——information space and relation. It will focus on the following questions:Firstly, how can the Supply and Marketing Cooperatives be the media of information and did the national ideology help it?Secondly, why can the Supply and Marketing Cooperatives be the media of space and what does itself tell us?Thirdly, what is the role of the Supply and Marketing Cooperatives during the interpersonal communication and how can the Supply and Marketing Cooperatives become the center of country life spontaneously?Last but not the least, why can the Supply and Marketing Cooperatives be thought as the media of society and what can we learn from it?...