商务传媒学院知识库

2017年乡村振兴战略实施以来，乡村精神文明与物质文明被提到了同样的高度，乡村文化担负着重建乡村精神文明的重要责任和使命。但是，以往传统的传播方式使得农民在乡村文化传播过程中缺少话语权，一度沦为了乡村文化建设的弱势群体；随着社交媒体的崛起，农民凭借其低门槛的特性在网络空间有了更多的话语权，农民的“主人公”地位得到凸显，这为农民开展乡村文化传播与建设提供了一个新的平台。但是，受到各方面因素的影响，农民对于社交媒体的使用不熟练、不大胆，对乡村文化的传播不主动、不积极等，导致社交媒体对乡村文化传播与建设的意义十分有限。

本文以定西市临洮县为例，采用问卷调查和深入访谈的方式了解了当地社交媒体的使用和文化建设现状，从传播要素、传播动机、传播模式、传播特点几个方面分析了社交媒体在乡村文化建设中的传播机制，在肯定了社交媒体对乡村文化建设的积极作用的基础上，也发现了当前社交媒体在乡村文化建设过程中存在的问题，并根据问题提出了自己的建议和对策，希望能在一定程度上帮助农民树立正确的社交媒体使用理念，促进社交媒体在乡村文化建设中的作用，为乡村文化建设提供新的思路。

Since the implementation of the rural revitalization strategy in 2017, rural spiritual civilization and material civilization have been raised to the same height, and rural culture shoulders the important responsibility and mission of rebuilding rural spiritual civilization. However, the traditional methods of communication in the past made farmers lack the right to speak in the process of rural cultural communication, and they were once reduced to a disadvantaged group in rural cultural construction; with the rise of social media, farmers have gained more in the cyberspace with their low threshold characteristics. The right to speak, the status of farmers as the "protagonist" has been highlighted, which provides a new platform for farmers to carry out rural cultural dissemination and construction. However, affected by various factors, farmers are unskilled and not bold in the use of social media, and they are not proactive or active in spreading rural culture. As a result, the significance of social media in the spread and construction of rural culture is very limited.

Taking Lintao County of Dingxi City as an example, this article uses questionnaire surveys and in-depth interviews to understand the current situation of local social media use and cultural construction, and analyzes the social media in rural areas from the aspects of communication elements, communication motives, communication modes, and communication characteristics. The communication mechanism in cultural construction, on the basis of affirming the positive role of social media in the construction of rural culture, also discovered the current problems of social media in the construction of rural culture, and put forward its own suggestions and countermeasures based on the problems. It is hoped that to a certain extent, it can help farmers establish the correct concept of using social media, promote the role of social media in the construction of rural culture, and provide new ideas for the construction of rural culture.