From Poverty Alleviation To Revitalization: The Media Of Shibadong Village In Western Hunan On Image Construction And Optimization

Shibadong village is the first place to advocate "targeted poverty alleviation" in China.In response to the task requirements of national targeted poverty alleviation and rural revitalization in the new era and in the context of national concern,social concern and media concern,the media image of the village appeared with media empowerment,and was quickly pushed into the front of the world from a "heterogeneous distance" outside the urban core circle,attracting the attention of the media and audience.The construction and optimization of rural media image reflects the interactive relationship between the media and the countryside to a certain extent.The media outlines images of the countrysides in different times,which is an important content of regional communication.The media image of Shibadong Village is a typical sample of political communication and rural communication in China.This article takes three party newspapers at different levels(“Three Newspapers”for short)as the analysis objects: the national media “People’s Daily”,the provincial media “Hunan Daily” and the local media “Unity Daily”.This paper selects more than470 news reports from Shibadong Village in Western Hunan from 2013 to 2021,and analyzes the similarities and differences of the reporting framework and narrative strategies of shibadong village in the three newspapers and periodicals from the main body,main axis and theme of the ceremony with exploring the multi-dimensional media images and influencing factors of Shibadong Village shifting from targeted poverty alleviation to rural revitalization.Taking shibadong village as a typical case,this paper analyzes the optimization strategy of rural media image construction in the process of rural construction in China.For the countryside,it shows a reproducible development model of Shibadong Village.For the country,it constructs the cultural and political image of the government’s diligence and love for the people.For the world,China has shaped the image of a major poverty reduction country under the destiny of a community.Pulling the axis of time,it can be said that the reports on Shibadong village are well integrated and systematic,and its communication framework has very rich meanings.Through the allocation of national resources and the empowerment of the media,from targeted poverty alleviation to rural revitalization,Shibadong Village has got rid of the traditional stereotype of "farmers are really bitter,rural areas are really poor and agriculture is really dangerous" : villagers have changed from simple and conservative Miao people to new farmers with the flavor of the new era,and agriculture has also changed from single,rough and difficult manual operations to diversified and ecological modern industries.Its rural image is three-dimensional and perceptible,It has become a microcosm of the construction of a new socialist countryside and a beautiful countryside in the new era.However,in the context of the current era,the agriculture-related communication of China’s mainstream media also has its "weak effect".We should further strengthen the collaborative cooperation between the government,society and modern communication system,and form a "human" centered media discourse,a "emotion" mediated media coronation,and a "root" oriented media guidance,so as to make the agriculture-related communication more effective and more recognized by the audience,thereby accelerating the construction of a beautiful new countryside and boosting the new journey of China’s modernization.