A Study On The Phenomenon Of Rural Re-tribalization From The Perspective Of Media Affordanc

In the context of the information age,new media technologies and smart devices have entered rural society,and the emergence of the Internet and new media has changed the living conditions of rural residents,leading to a renewed tribalization trend in rural areas.This article explores how media technologies affect rural social forms and how to achieve online tribalization survival for rural residents from the perspective of media availability.The study selects ordinary administrative villages in the upper reaches of the Yangtze River as the research objects,starting from the villagers’ media acceptance and adoption behavior,and focusing on online communication scenes and scene reorganization.It also attempts to summarize the impact of China’s rural society on "re-tribalization" and the changes that occur in rural public communication,cultural production,and family communication.This article argues that the re-tribalization of rural society reflects the impact of media intermediation on rural communication.Rural areas have opened the prelude of online communication,and have realized the online transplantation of blood relationship,kinship,and hometown relationship.Due to the significant differences in the subjectivity of rural groups and the significant digital divide,the online survival of rural society belongs to the superficial level of "online communication." Finally,returning to the development of rural areas,targeted recommendations are proposed for rural construction.