Rural E-commerce:The Impact Of Media Technology Use On Rural Social Network

This study focused on the topic of "rural e-commerce" and found that most existing studies of this topic have proposed optimization strategies based on the premise that rural e-commerce can promote agricultural development,while there is relatively few discussions on the interaction between rural e-commerce and different local groups from the perspective of Communication Sociology.Therefore,this study adopted the method of participant observation and takes Zhongjiang County as a case,trying to analyze the issue of "the connection between rural e-commerce and rural society " from the interior perspective.This study also conducted semi-structured interviews with different roles who participated in the rural e-commerce practice in Zhongjiang,to further verify whether rural e-commerce will effectively connect with the original rural power system or promote the transformation of power system.The study found that "policy" and "market" are the two key factors to promote the development of rural e-commerce,and the e-commerce platform still retains its feature of profitability rather than simply carrying out actions in the name of poverty alleviation.Secondly,the new business subject not only gets the policy support of the county government,but also enjoys the favor of the e-commerce platform settled in the countryside.Therefore,they are gradually becoming the "digital elite" and continuing to strengthen their economic advantages.Third,the more attention rural e-commerce receives from the government,the more likely "digital elites" with solid "e-commerce literacy" are to become the key core of rural social relations network.