From City To Countryside:the Dissemination Of Interest Groups In Rural Life

With the revitalization of the countryside,the development of rural e-commerce and logistics,the enthusiasm for returning home has quietly risen.After the big fire of rural video blogger Li Ziqi,relying on media technology to construct idealized rural life has become a new rural fashion,which has attracted widespread attention from society and academia.The author loves and pays attention to rural life and the spread of rural culture.After getting to know the people who have returned to the hometown,the author has a deeper understanding of the status quo of this part of rural life.Therefore,from the perspective of communication sociology,the author combines the relevant theories of rural cultural communication and interest group communication,through participation observation method,in-depth interview method,and case analysis method,to qualitatively analyze the "new villagers" in Longmen Ancient Town,Hangzhou that the author is familiar with.Research,from the formation mechanism and communication structure of this group to explore the current situation of the communication of the rural life interest group.In the analysis and research on the formation mechanism and dissemination structure of the"new villagers" in Longmen Ancient Town,Hangzhou,the author made a detailed investigation of the beginning of the formation and development of this group.Combining the mobility of individuals and the stability of the circle of the fun-related groups in rural life,and using the relevant theoretical analysis of the fun-related groups,the communication network of "new villagers" in Longmen ancient town in Hangzhou is outlined.Among the rural life interesting groups,the "new villagers" in Longmen Ancient Town,Hangzhou are rural life interesting groups established on the basis of geographic relations.The actual practice process includes online and offline interaction,which is representative.In order to further understand the information dissemination process,the author divides the interview into two parts.The first part is the group interaction communication mechanism based on geography,and the second part is the media usage of group members based on the fun relationship.The two are combined to analyze.It provides a reference for the rural life interest groups from the macro perspective of this study.In the specific communication context of this study,the author defined the“new villagers”in Longmen Ancient Town,Hangzhou,and coded the group members who observed and interviewed.Focus on group members and analyze their online and offline communication events.What kind of communication mechanism and interactive structure do they present?This is also the focus of this article.Through participatory observations and in-depth interviews with "new villagers",the study found that in the offline community communication practice of "New Villagers","new villagers" are mainly in the form of offline community interaction,and the group is mainly flat.Free group organization structure,but there are also smaller groups that are more closely related.The author uses the theory of communication interaction to summarize the flat and two-way interactive structure of this part of the rural life interest groups.The second part of the research focuses on the media communication platform that individual "new villagers" prefer,and analyzes the communication mechanism of the rural life interest.Through the interviews,we summarized the communication characteristics of "new villagers" such as the privacy of topics and the intertextuality of content.In terms of media preference,"new villagers" are more inclined to social platforms with community attributes.In terms of topic setting,it will choose to evoke collective memories of "childhood memories"and "country life memories”of netizens,and use specific narrative techniques to construct scenes to arouse emotional resonance among the audience.Moreover,in the analysis of the communication behavior between individuals of "new villagers",there is still a circle of intersection,which has a positive effect on the expansion of their internal careers,and the cohesion of the group is further enhanced.The "new villagers" of Longmen Ancient Town are the interesting groups of rural life,which is a representative part of the returnees who have returned from the city to live in the countryside.The new lifestyle they constructed is also an expansion of the rural cultural space.The dissemination mechanism and interactive structure summarized in this article provide supplementary content for the research of this part of the group,and also serve as a model for the creation and organization of rural life interesting groups.As another possibility of rural revitalization,it provides suggestions for the identity of rural life interest groups and the construction of rural culture.