Research On The Present Situation And Countermeasures Of "Rural Library" In Hunan Province From The Perspective Of Cultural Communication

"Rural library" is an important carrier of rural cultural communication and an important part of the public cultural service system in rural areas of China.Known as a library without walls and a "gas station" for farmers' knowledge,"peasant bookstore" has made important contributions to enhancing farmers' cultural confidence,safeguarding their basic cultural rights and interests,strengthening the rural public cultural service system and building rural spiritual civilization.By the end of 2018,there were 587,000 rural bookhouses nationwide,and more than 1.1billion copies of books had been distributed to rural areas.Hunan province "rural library" since the launch of the pilot construction in2006,after more than ten years of dedicated development,achieved from scratch,from small to large leap.Based on the perspective of cultural communication,this paper investigates and analyzes the cultural communication activities of "peasant bookstore" in hunan.Based on laswell's "5W" model,this paper discusses the communicator,communication content,communication channel,communication audience and communication effect of "peasant bookstore".First of all,based on the data of field research,this paper analyzes the current situation and problems of the cultural communication of "rural library" in hunan province.The research finds that: the main body of communication of "rural library" in hunan province has multiple features.All these have created the conditions for the realization of good cultural communication effect.At the same time,the research also found that the communication content of "rural library" was out of touch with the user demand,the audience's awareness and participation in "rural library" were not high,and the communication channels of "rural library" were limited.Secondly,the paper analyzes and discusses the main causes of the problems in the cultural communication activities of "peasant bookstore" in hunan.Finally,combined with the literature and research results,this paper proposes targeted and forward-looking Suggestions from the perspective of improving the current situation and future optimization.According to the research,in terms of the management system of "rural library" in hunan province,it is necessary to appoint a special person to take charge of the management of the library,so as to improve the salary level of the library administrators and the enthusiasm and professionalism of the disseminators of "rural library".In terms of communication channels,it is necessary to gather the jointefforts of the government and the people,combine various cultural communication paths,try the cross-border action of "rural library" communication,and create a new mode of "rural library" cultural communication--mobile library.In terms of capital investment,multiple funds should be introduced with the help of social forces to ensure the sustainable capital reserve of cultural communication.In terms of propaganda,we should strengthen the propaganda of the mainstream position,explore the integrated dissemination of new media,and establish a long-term media propaganda mechanism.