A Study On Farmers’ Social Identity And Its Influencing Factors

The comprehensive promotion of rural revitalization is one of the important tasks in the new development stage,and the realization of rural revitalization is inseparable from the recognition of rural,agriculture and their own identity of farmers as the main body of revitalization.The review of the research results of farmers’ social identity shows that,from the perspective of groups,most of the research focuses on the identity dilemma of the floating population and the ownership of farmers in urbanization.From the perspective of content,the measurement of social identity is not comprehensive.Meanwhile,the influence path of social identity also needs further study and supplement.Therefore,based on the field investigation in the northwest Plain of Shandong Province and the theory of social identity,this paper uses quantitative analysis method to investigate farmers’ social identity and the factors that affect it.Firstly,the self-designed scale was used to operate social identity as the identification of agricultural occupation,rural area and farmer’s identity emotion and evaluation dimension.The status quo of social identity of farmers in the survey area was described and analyzed,and the demographic variables affecting social identity were analyzed.Secondly,regression model and process test are used to study how social trust,happiness perception and harmony perception affect social identity.The research found that,first,farmers have a high sense of social identity,and hold positive emotions and evaluation on agricultural occupation,rural area and farmer identity.Secondly,farmers’ social identity is affected by gender,self-rated economic status and self-rated physical health.Third,social trust is one of the factors affecting social identity.The improvement of social trust can significantly improve farmers’ social identity,which is realized through the intermediary role of happiness perception and harmony perception.Feeling happiness and harmony can improve farmers’ social identity.The clarity of this influence path points out a feasible direction for policy formulation and grass-roots management.