Study On Media Empowerment Of Eighteen Cave Village In Xiangxi Under The Background Of Rural Revitalization Strategy

With the gradual improvement of rural information facilities and the rapid development of digital media technology,the media has become an important force to promote rural development and help rural revitalization.This is mainly reflected in the fact that the media not only serve as an important tool for promoting rural economic development,facilitating the transformation of rural social structure and spreading rural culture,but also act as a mediating force with their own characteristics and production logic to profoundly influence rural individuals’ ideological perceptions,psychological concepts and behavioral patterns.As an important node in China’s poverty alleviation process,the Eighteen Caves Village in Xiangxi is typical of the critical period of media development and change in China.Based on the theoretical framework of rural communication,this paper analyzes the reports of mainstream media such as People’s Daily,CCTV,and Hunan Daily We Chat public number on 18-dong village,and finds that the mainstream media actively promote the tourism and agricultural products of 18-dong village through their influence and authority.This has promoted the economic development of the village to a certain extent.In addition,the mainstream media also play the role of guiding public opinion to enhance the cultural consciousness and sense of identity of rural individuals in the Eighteen Caves Village,and thus stimulate the endogenous motivation of rural individuals to contribute to rural revitalization.On this basis,this paper explores the actual performance of media empowerment in the economic development,cultural construction and media literacy enhancement of rural individuals in the Eighteen Caves Village.In the process of using media to disseminate information,a series of problems hidden in the rural society are gradually exposed.Therefore,based on the questionnaire and interview methods,we examine the problems of rural individuals and rural society in the process of multi-media information dissemination from both internal and external levels.The results of the research show that rural individuals have problems such as strong media dependency and low media literacy,while rural society is stagnant due to serious homogenization of communication contents and lack of innovation.The author proposes a corresponding optimization path for the practical application of media in the Eighteenth Cave Village.Finally,the conclusion of this paper is that the progress of media technology promotes the development of rural society,and the two are complementary to each other.Therefore,rural development needs to comply with the development requirements of the information age and the development trend of social media,so as to ensure that the modernization process of the whole society and the production structure,human resources,cultural resources and organizational construction of rural society can be efficiently communicated and connected in the process of rural revitalization.In this way,the modernization process of the whole society and the production structure,human resources,cultural resources and organizational construction of rural society can be efficiently communicated and connected.In addition,as "people" is the key factor of rural revitalization,rural modernization should be based on the modernization of rural individuals.Therefore,we need to use the power of communication media to promote the modernization of rural individuals,shape their modern personalities and help rural revitalization.