Research On The Role And Path Of Mass Media In Promoting Rural Revitalization

Since the report of the 19 th National Congress of the Communist Party of China was put forward,the rural revitalization strategy has quickly become the focus of social attention.With the centennial of the founding of the CPC,General Secretary Xi Jinping solemnly declared to the world that China had won an all-round victory in the fight against poverty.At the same time,comprehensively promoting rural revitalization and accelerating agricultural and rural modernization were promulgated as the No.1 Document of the Central Committee in 2021,and the National Rural Revitalization Bureau came into being,and the rural revitalization work was carried out in an all-round way throughout the whole party and the whole country.The successful implementation of rural revitalization strategy needs the efforts of all sectors of society,and the mass media,as the "power of media",is of great significance and has great achievements in the process of rural revitalization.In 1960 s,Canadian scholar Marshall Mc Luhan put forward the theory of "media is the message",pointing out that media itself is an important message,which is the basic motive force of social development and the symbol of distinguishing different social forms.Under the theoretical framework of "media is the message",this study takes Dongxiacao Village,Baiyangping Town,Enshi Tujia and Miao Autonomous Prefecture as a case,and explores the reality of mass media under the background of rural revitalization,and its role and influence in promoting rural revitalization.It is found that mass media plays an important role in the process of rural revitalization and has become an important support for rural development.It is not only a booster for rural industrial revitalization,but also contributes to the improvement of rural farmers' media literacy.It has become an inseparable element of rural social system,a lubricant for rural governance,and plays an important role in the creative transformation and development of rural culture.Therefore,promoting the rapid development of mass media in rural society is the only way to promote rural revitalization and high-quality development.First,the mass media should take advantage of the new infrastructure to build a network foundation with obvious advantages.Second,it is necessary to popularize media knowledge and enhance media literacy and operational ability for rural farmers.Third,we should make full use of the power of media to do a good job in rural cultural ecological construction,and promote the media culture to maximize its role in supporting rural cultural industries.Fourth,we should use mass media to promote the modernization of rural governance.