Academic journal article Global Media Journal

Social Media Research on the Road to Information Poverty Alleviation in Rural Areas of China

Academic journal article Global Media Journal

Social Media Research on the Road to Information Poverty Alleviation in Rural Areas of China

Article excerpt

Background

General Secretary Xi Jinping put forward at the 19th NPC that the solution to the "three rural issues" is a fundamental issue concerning the national economy and the people's livelihood. The implementation of the strategy of rejuvenating the rural areas is the top priority of all work of CCP. The "13th Five-Year National Agricultural and Rural Information Development Plan" formulated in 2016, as well as the Thirteenth Five-Year Plan for Poverty Alleviation and the No. 1 Document of the Central Committee in 2017 all clearly stated that it is necessary to give full play to the important role of information in poverty alleviation. Making information for poverty alleviation becomes a powerful force in poverty alleviation work, and all social groups are inclusive to narrow the digital divide [1-3].

Social media has surpassed search engines and became the largest source of Internet traffic now, accounting for 46% and 40% respectively [4]. "She hui mei ti" is translated from social media, and some people translate it as "she hui hua mei ti" Regarding social media, it is widely believed that the earliest research was published by the American scholar Antony Mayfield in 2007, an e-book named What is social media [5]. He believes that social media is the general term for a series of online media. These media are characterized by participation, openness, communication, dialogue, community, and connectivity, and empower everyone to create and disseminate content. Professor Peng Lan from Tsinghua University believes that social media has two main characteristics: The first is the combination of content production and socialization. In other words, social relations and content production are mutually integrated. Second, the protagonist on social media platforms is the user, not the website operator [6]. At present, although the definition of social media is not consistent, it has a common connotation. The two major elements of social media are the large number of people and spontaneous communication.

Scholar Tan Tian divides social media into four categories: first, platform type, such as Weibo; second, community type, such as QQ Group, WeChat Group etc.; third, it is a tool type. Users can enjoy services and carry out App appraisal such as DDT. Fourth, ubiquitous, refers to content and services with social attributes that will be embedded in various types of media [7].

As a new form of communication, social media has long surpassed the scope of a media tool and is reflected in various fields. For example: Scholar Liu Jiqun from a political point of view [8] believes that online social media participates in the construction of cyberpolitical culture actively, cultivates the civic temperament of political culture, and leads the development direction of political culture. Scholar Zhang Xiyan from Army Construction [9] discussed the five functions of social media in the US military's military field: information release, interaction, strategic communication, information operations, and crisis communication. Scholar Luo Xianda examines the function of social media in the "3 11" Great East Japan Earthquake from the perspective of risk society theory [10]. It can be said that social media has become an indispensable information tool for people's lives. It is not a specialized tool in a certain field, nor is it a patent for people who only serve urban people. It has long been fruitful in the vast rural areas.

China is a large agricultural country. The peasant population accounts for 50.32% of the total population [11]. The rural area is an important practical place for democratic selfgovernment at the grassroots level in China, and it is also a vanguard of many reform policies in China [12]. Although there are obstacles in the development of social media in rural areas, it is not slow due to the huge demand of the farmers. However, the academic community's application and research on rural social media is only limited to hardware [13] or certain specific groups, rather than rural residents. …

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