Technology Empowerment: A Study On New Media In Rural Revitalization Of She People In South Zhejiang

With the development of economy and the continuous innovation of network information technology,the importance of networking,informatization and digitalization in the modernization of agriculture and rural areas has become increasingly prominent,and new media technology has become a new driving force for rural revitalization.Jingning She Autonomous County is the only minority autonomous county in East China.In the process of comprehensively promoting rural revitalization,local people consciously use new media to promote the development of rural society.Before the introduction of new media,the traditional media in Jingning County mainly included interpersonal media and mass media.In the initial stage of interpersonal communication,the oral media,represented by She songs and She language,reflected the social form and communication needs at that time,and it was also a part of She village culture.In the stage of mass communication,newspaper,radio,film and television have their own characteristics of communication,which also reflect the level of social productivity in their respective periods.The development of media in Jingning County is also a process in which local people constantly adjust themselves and move towards modernization.After the introduction of new media,due to its characteristics of openness and freedom,strong interaction and low access threshold,new media has been widely popularized and applied in Jingning,embedding in all aspects of rural social life that never existed before.The new media reconstructed the rural interpersonal communication,and people’s communication methods and social networks showed new features,which not only consolidated the real interpersonal relationships,but also build a new cloud-based social network.The new media makes the lifestyle increasingly diversified and leisure,and people’s spiritual and cultural needs are constantly being met.New media technology endows general public with more opportunities for self-expression and self-development.People consciously make use of new media,and make it more closely connected with the economy,politics,and culture of rural society.In terms of economy,the traditional economic life has been broken by the Internet economy.The marketing method of new media has driven the villagers’ employment and entrepreneurship,and increased their income.This enables villagers to obtain employment at home without having to leave their homes.From this point of view,new media retains talents for rural development and revitalization,which is an effective response to rural hollowing out.In terms of politics,new media technology has become an important means for the modernization of rural governance,fully guaranteeing the villagers’ right to know,express and supervise.New media provides a public space for "atomic" villagers scattered around,enabling villagers to realize "common presence" and "real-time participation" with the help of new media platforms,thus promoting the effective governance of the village.In terms of culture,the right of cultural communication,which was monopolized by the official media and ethnic elites in the past,has been decentralized.Ordinary people consciously use new media to disseminate ethnic culture,which gives ethnic culture more dissemination paths and opportunities for development,and also provides a new platform for communication among ethnic groups.In this process,tradition and modernity go hand in hand and jointly promote the development of rural society.New media technology has great potential in helping rural revitalization,but it also faces a series of development difficulties,which are as follows: the sustainable development of live stream economy is hindered;the governance system of internet is limited in practical;the new media is facing resistance in promoting the inheritance of ethnic culture;and these development dilemmas fundamentally reflect that the rural society is out of balance in internalization and externalization.Therefore,it is necessary to further improve supporting facilities for the Internet economy and strengthen the construction of agricultural products industrial chain;Standardize the online and offline governance system and mobilize the enthusiasm of villagers to participate in self-government;Cultivate more new media talents and improve villagers’ ability to use media.We should give full play to the advantages of new media and make it available to us,so as to promote the overall upgrading of agriculture,the overall progress of the countryside,and the overall development of farmers.