Influence Of Social Media Use On The Subjective Well-being Of Family Farmers

Family farmers are agricultural practitioners who pursue profits,have high cultural quality and professional knowledge,and take modern agricultural production and management as their occupation,which is a typical representative of the new type of professional farmers.At present,in order to promote the upgrading of traditional agriculture and promote the supply-side structural reform of agriculture,China urgently needs high-quality professional farmers.In this context,family farmers have an important impact on China's agricultural construction,and their subjective well-being also has a real impact on the career development of family farmers.In the period of mass media,the reports of traditional media affect the way we understand the world and evaluate ourselves.So in the era of social media,will the use of social media have an impact on the subjective well-being of family farmers?What are the other factors that affect the subjective well-being of family farmers?This study investigated and analyzed the current situation and influencing factors of subjective well-being of family farmers.Taking 392 family farmers from Xiantao,Huangpi,Daye and Wuxue in four districts and counties of Hubei as the research object,the data were collected by questionnaire survey.Statistical description is used to analyze the current situation of family farmers,the use of mass media,the ownership of social capital and the use of social media.The results show that the family farmers are mainly young and middle-aged men,with higher education,unstable income,large scale of social capital,television as an important source of information and high utilization rate of social media.Combined with previous studies and comprehensive investigation,this paper constructs an evaluation system of the factors affecting the subjective well-being of family farmers.Then,using SPSS22.0 multiple linear regression model,this paper makes an empirical analysis on the factors affecting farmers' subjective well-being.The results show that the social media use patterns have an impact on family farmers' subjective well-being.Among them,there is a significant positive correlation between information sharing and family farmers' subjective well-being,and a significant negative correlation between entertainment behavior and family farmers' subjective well-being.In addition,monthly income variable,newspaper reading frequency variable and bridged social capital variable also have a significant impact on the subjective well-being of family farmers.Finally,this study puts forward two suggestions:the first is to strengthen guidance on the use of social media for family farmers.The local agricultural department should establish group chats for local farmers,major farmers and agricultural technicians to ensure easy access to and sharing of information,and provide professional and authentic information;the agricultural sector should also actively organize training courses on the use of social media,improve family farmers' media literacy and help them make better use of social media.The second is to improve the income level of family farmers,so as to improve their career satisfaction and life well-being.Government departments need to increase support to family farmers,give financial preference,actively promote the brand development of agricultural products with local characteristics,and enhance the added value of agricultural products.