A Research On Embedded Communication Of New Rural Elite Culture

New rural elite culture is a new form of rural culture,raised from traditional rural elite culture,combining with the new era development concept,produced by rural society.The new rural elite culture is rooted in the country,serving the country,providing powerful assistance to the implementation of the rural resolution strategy.The new rural elite groups and organizations have promoted the progress of rural governance and spiritual civilization through comprehensive embedding in rural society.study about the construction and communication of new rural elite culture especially from the perspective of embedded-communication,can better reveal the depth integration of the new rural elite culture and villagers’ daily life.This kind of research may help the new rural elite culture play a role of the spiritual lead and orientation function.The embedded communication of the new rural elite cultural is a top-down communication mode in rural society.It is a communication mode implemented by rural grass-roots organizations and participated by multiple subjects.Its main characteristics are multiple communication subjects and pan centralization,multiple communication channels and multi-dimensional network,diverse communication resources and aggregation of communication.Under the contributing of new rural elite cultural embedded communication,relying on three main forms: organizational embedding,space embedding and relationship embedding,promoting new rural elite culture embeds deeply in the governance system of rural areas,rural group interpersonal relationship,and thinking awareness of the villagers.The embedded communication paths of new rural elite culture mainly include: the target embedding focus transmission direction,resource embedding provides propagation kinetic energy,community embedding formation propagation polymer,endogenous embedding condensation communication,synergistic embedding strengthening cooperation effect.Its operational logic is embodied : taking the demand logic of rural masses as the main content logic to participate in interaction,the media logic of social group is dominated by social group,based on the symbolic logic of cultural consensus,with the field logic of rural social relations.The embedded-communication of the new rural elite culture is now facing lots of challenges,for example the lack of normative nature,the unprofessional operation process,the scarcity of innovative contents etc.These can be optimized from four aspects : improving the professional skill of participants of the culture communication,excavate the regional feature value from the content,and create multi-functional cultural space.