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Chapter 1: Model Essay on the Prospects of Digital Countryside
[Keyword] County; number Agricultural countryside; Development Path
1、 Research background
Data, as a factor of production, is an important force to promote the development of agricultural and rural modernization. The development of digital agricultural countryside is an important way to achieve the organic integration of informatization and agricultural and rural modernization. Entering the new era, the country attaches great importance to digital agriculture and rural development, and the 19th National Congress of the Communist Party of China proposed to implement rural Revitalization strategy, actively promote the digital village strategy, and successively print and distribute the Outline of the Digital Village Development Strategy and the Digital Agriculture Rural Development Plan (2019-2025), which require actively promoting the organic integration of digital technology and agricultural and rural production, life, and ecology, and taking digital work as the driving force to provide modern technical support for rural revitalization. As a relatively complete and independent economic and social unit, the county's policy implementation and support are crucial to the development of digital agriculture and rural areas. The level of county economic development, the basis of digital development, and the degree of recognition and attention to digital agriculture and rural areas all directly affect the development level of digital agriculture and rural areas. According to the report of the Green Paper of 2019 China's High Quality Development Report for Small and Medium Cities, six districts in Chengdu have been selected as one of the top 100 districts in China's comprehensive strength in 2019, with a high level of county economic development, but no county (city, district) has been included in the list of national advanced counties (city, district) in digital agriculture, It also reflects that the level of digital agriculture rural development in Chengdu needs to be improved. Under the situation of building a national central city that fully reflects the new development concept, how to grasp the policy opportunities of the national pilot area for integrated urban and rural development, give full play to the economic advantages of Chengdu, build a digital agriculture support system based on the deep integration of digital technology and agriculture, and expand the integration of digital agriculture with life and ecology, It is of great significance to constantly explore the application mode of digital agriculture in rural areas, create a new scene of digital agriculture in rural areas, actively promote the high-quality development of digital agriculture in rural areas, and actively promote the digital agriculture in Chengdu to take the lead in the country.
2、 Current situation of digital agriculture rural development in Chengdu
Chengdu has taken the "four modernizations synchronization" as the development path, strengthened the top-level design, and successively issued the Opinions of the General Office of the People's Government of Chengdu on Accelerating the Promotion of Urban Modern Agricultural Informatization (Trial) (CBF [2013] No. 44), and the Chengdu Agricultural Informatization Development Plan (2016-2025) approved by the municipal government (CFH [2017] No. 94), It is required to focus on the construction of agricultural big data center, agricultural Internet of Things cloud platform, "Internet+" urban modern agriculture demonstration and other key projects. As of 2018, the city's agricultural and rural informatization infrastructure system has basically formed, the optical fiber coverage rate of administrative villages has reached 100%, the home to home optical fiber coverage rate has exceeded 97%, and the optical fiber network user coverage rate and number of users rank first in sub provincial cities in China. The wireless communication network covers 100% of the administrative villages. The mobile communication 4G network coverage scale ranks first in the central and western regions, ranking second in the country, and has been selected into the first batch of 5G cities in the country. The computer application rate, network coverage rate, smartphone coverage rate of employees and other indicators of new agricultural business entities such as agricultural industrialization leading enterprises, farmers' professional cooperatives and family farms have reached 99%. Pujiang County, Chengdu Tiandi Network, Dujiangyan Qingcheng Tea, and Sichuan Micro Animal Husbandry have been approved as the national agricultural and rural informatization demonstration base. Counties actively promote the construction of digital agriculture countryside by focusing on major projects. Pujiang County promotes agricultural and rural informatization throughout the county, promotes the development of characteristic advantageous industries such as kiwi fruit, citrus and tea with informatization, and improves the popularity and influence of industrial brands. The whole county has been approved as the national agricultural and rural informatization demonstration base; Dayi County, based on the national pilot project of digital agriculture construction for field planting and the digital development of the whole industrial chain of grain and oil, actively promotes the development of intelligent agriculture in the whole county, and explores the digital empowerment model of Dayi County; Pengzhou gave full play to its advantages in vegetable industry, established a big data center for the whole vegetable industry chain, and was approved as the 2018 national county level digital agriculture rural innovation project. All counties (cities and districts) in Chengdu give full play to the advantages of county agricultural industry, actively explore the characteristic mode and experience of county digital agricultural rural development, and make a useful attempt to promote the modernization of agriculture and rural areas in Chengdu.
3、 Inadequate rural development of digital agriculture in Chengdu
According to the 2019 Evaluation Report on the Development Level of National Counties' Digital Agriculture and Rural Areas released by the Information Center of the Ministry of Agriculture and Rural Affairs, no county (city, district) in Chengdu has been selected into the list of national advanced counties (cities, districts) in digital agriculture and rural areas, and the advantages of county (city, district) economic and social development and agricultural and rural reform pilot areas have not been brought into play. Benchmarking the national evaluation system of county level digital agriculture rural development level, and combining the actual development and future development orientation of Chengdu, Chengdu county level digital agriculture rural has the following shortcomings:
（1） The top-level design support is insufficient. At the municipal level, Chengdu has formulated the Chengdu Agricultural Informatization Development Plan (2016-2025), actively prepared the Chengdu Digital Rural Development Plan (2020-2025) and other series of digital agricultural rural top-level designs, pointing out the path for the development of digital agriculture in Chengdu. However, at the county level, few counties (cities, districts) have prepared special plans or special implementation plans for digital agriculture in the county based on their own regional advantages, characteristics, agricultural and rural development stages, and the top-level design has not played a leading and supporting role. The data sharing mechanism within the county is not sound. On the one hand, digital agriculture and rural areas lack a data standard system, and all kinds of data have not formed a unified jurisdiction, resulting in scattered information islands. On the other hand, there is no sharing mechanism for agriculture related data of all agriculture related departments, and there is no digital integrated service mechanism for agriculture related approval and agriculture related government affairs. Finally, there is no effective data sharing mechanism among agricultural universities, research institutions and production and operation entities in the region, which makes a large amount of data not be effectively used, resulting in waste of resources.
（2） The weak foundation of digital development hardware, software and network infrastructure construction directly determines the basic level of county level agricultural and rural digital development. The weak foundation of the digital development of agriculture and rural areas in the county area of Chengdu is mainly manifested in the following aspects: first, the production and innovation of data collection hardware are not enough to fully meet the needs of agricultural production; Second, the existing system is mostly a single resource library, which lacks the application of automated and intelligent analysis models in the whole industrial chain analysis of single varieties of agricultural products, rural e-commerce and government services, and lacks integration and innovation; Third, the network operation cost is still high, making the application of digital technology in agriculture insufficient.
（3） Inadequate integration and application of digital agriculture The development of digital agriculture needs the deep integration of digital technology and the entire agricultural industry chain, and the overall coordinated promotion. From the perspective of agricultural production, social services, marketing, and brand building, the integration and application of digital technology and agriculture at the county level in the city is not deep enough. In terms of agricultural production, digital technology is mainly applied to facility cultivation, but the application level of digital technology in field crops needs to be improved, and the application of digital technology in livestock and poultry breeding and aquaculture is still insufficient. In terms of agricultural services, the county agricultural socialized service platform has not been established, the data resource system such as the main database of agricultural socialized service organizations in the region has not been established, and the efficient B2C precision socialized service supply platform has not been formed. In terms of agricultural product marketing, the integration of county level agricultural product e-commerce platform is not enough. On the whole, the influence of local county level e-commerce public platform still needs to be further improved. However, the three-level linkage rural e-commerce service system with county level e-commerce operation center as the hub, town (township) service stations as the support, and village (community) service outlets as the terminal needs to be further improved. In terms of agricultural brand creation, the promotion of public brands in the county is not enough, and the influence is not enough. The ability to use new media, short video APP and other media to promote public brands in the county needs to be further strengthened. In terms of cultivation of new business types, the integration of digital technologies of new business types such as online exhibition, cultural and creative agriculture, leisure agriculture, and "live broadcast with goods" is not high, and the role of information technology in promoting new agricultural business types has not been fully played. In terms of digital supervision, at present, the digital traceability system of agricultural products in the county is relatively perfect, but in terms of supervision of inputs, agricultural machinery applications, etc., the level of digital application needs to be improved.
（4） The digital application level of party building in the county is not high, the village party organizations use digital technology to carry out online party classes and online training is less, and the level of rural digital governance is not high. The town and village health systems have insufficient applications such as online registration and online payment of medical expenses, and the convenience brought by the digital development of rural medical care still lags far behind that of cities. Digital education and educational resource sharing are seldom carried out in rural areas within the county, especially under the situation of the COVID-19 epidemic, the weakness of online education is prominent in rural areas in suburban counties.
（5） Inadequate supporting guarantee First of all, there are insufficient digital talents in the county, insufficient training of village level digital technical team, lack of rural e-commerce talents, and lack of professional level of employees that do not meet the market demand. Secondly, the policy support for digital agricultural rural development is insufficient. The development and reform, agricultural rural areas, transportation and other departments have not formed policy synergy when it comes to digital agricultural rural development, and the policy support for digital agricultural rural development is insufficient. The digital development of agriculture and rural areas needs stable financial support. At present, the special funds for digital agriculture and rural areas in the county are still relatively small. Only relying on the municipal Internet of Things demonstration base project, the county supporting investment is not enough to support the rapid development of digital agriculture and rural areas in the county. The financial mechanism that the county actively guides and encourages social diversified investment has not yet been formed.
4、 Suggestions on Rural Development Path of Digital Agriculture in Chengdu County
Agricultural and rural digital development is a powerful measure to promote rural revitalization and realize agricultural and rural modernization. Based on the current situation of digital agriculture rural development in Chengdu, according to the socio-economic, industrial advantages, digital development foundation and other conditions of each county (city, district), in order to explore and create a digital agriculture rural development path that conforms to the development orientation of an international city and reflects the characteristics of Chengdu, and promote the rural revitalization of Chengdu to take the lead, the following suggestions are put forward:
（1） Strengthen the top-level design and link up with the Chengdu Digital Rural Development Plan (2020-2025), closely focus on the actual development and advantages of the county, formulate special plans, action plans and implementation plans for the development of digital agriculture and rural areas in the county, clarify the positioning, direction and path of digital agriculture and rural development in the county, and formulate key tasks and projects, Systematically promote the development of digital agriculture in rural areas. Establish a data sharing mechanism. We will explore and develop a digital standard system for agriculture and rural areas to form standard data that can be shared and applied. Establish an information exchange and sharing mechanism for agriculture related departments, integrate various types of government and business data systems in various regions, open up the interconnection of multiple departments, promote the integration and integration of agricultural data resources, make the data form a joint force, and achieve open sharing. Establish a long-term mechanism of industry university research cooperation, guide scientific research institutions, colleges, enterprises and other units to carry out research and development and application of key technologies of digital agriculture, and promote the wide participation of scientific and technological personnel and all sectors of society.
（2） Build a digital agriculture support system to promote the transformation and upgrading of material equipment. We will strengthen infrastructure construction and accelerate the construction of cloud computing infrastructure that supports big data applications and cloud based massive information processing. We will deepen the pilot program of universal telecommunications services, promote the overall layout of wireless broadband networks, accelerate the construction of 5G base stations, and improve rural network coverage. We will continue to promote the construction of the agricultural Internet of Things, and achieve automatic and intelligent data collection in the production process of agricultural products. Strengthen the intelligent application of agricultural machinery equipment, develop and promote agricultural machinery suitable for various terrains and environments, vigorously promote intelligent equipment such as plant protection UAVs and unmanned rotary tillers, and promote the deep integration of agricultural mechanization and big data intelligence. Strengthen technology innovation and software integration. Focusing on cloud computing, big data, blockchain and other digital cutting-edge technologies, we will jointly tackle key problems in digital agriculture and actively promote the popularization and application of mature technologies. Build a digital agricultural big data platform, build a database related to agricultural resources, strengthen the integration research of big data platforms, accelerate the integration and application of agricultural related information and data resources in multiple sectors, and promote the mining, analysis and prediction of agricultural resources data. Build a government service supervision platform to promote the accuracy and systematicness of digital services. Build an intelligent equipment application and management system based on the whole agricultural industry chain, and promote the integrated application of intelligent perception, intelligent analysis, intelligent control technology and equipment.
（3） Promote the deep integration development of digital agriculture and accelerate the digital production management of agriculture. We will strengthen the application of cutting-edge technologies such as the Internet, mobile Internet technology, cloud computing, and big data, and build a flexible, convenient, efficient, and transparent agricultural production management system. Strengthen the intelligent management of agricultural inputs such as fertilizers, pesticides and seeds, and promote the reduced use of pesticides and fertilizers. Increase the application of digital technology in agricultural production planning, farming operation, processing and storage, financial management and other links, accelerate the construction of mechanization in the whole process of farming, sowing and harvesting, and actively promote the application of appropriate digital technology in the production of traditional Chinese medicine and characteristic fruit and vegetable industries. Promote agricultural digital services. Focusing on agricultural means of production, agricultural machinery and agricultural technology services, accelerate the integration of existing digital agriculture related information systems and APPs, strengthen the application and promotion, and establish a socialized service system. Accelerate the construction of "digital agricultural means", explore the one-stop service mode of on-demand delivery, fertilizer distribution based on local conditions, and technology to households, and improve the intelligent management of agricultural means of logistics and the precision of agricultural means of service. Accelerate the digital construction of agricultural technology promotion, and vigorously promote the online diagnosis, remote consultation, agricultural technology online science popularization and other agricultural technology digital services. Gather industry forces, build a socialized service platform for agricultural machinery, provide online supply and demand matching for agricultural machinery sales and services, strengthen agricultural machinery scheduling and operation monitoring, and improve the efficiency of agricultural machinery utilization. Innovate digital marketing of agriculture. Promote the intelligent transformation and upgrading of infrastructure such as intensive processing of agricultural products, logistics, cold chain storage, etc., establish a digital sharing service network for post production equipment, use Internet of Things equipment to monitor processing status, storage environment, logistics location and other information in real time, and provide services such as supply and demand matching, cold chain monitoring, etc. We will strengthen the construction of a large database for agricultural product marketing, launch monitoring and analysis of electronic marketing data, establish a data monitoring system covering the entire industrial chain, and promote the accurate docking of agricultural product production and marketing. Build digital agriculture brand. Coordinate the integration of regional industry resources, carry out the demonstration action of digital agriculture brand construction, focus on building brand marketing workshops, and promote the building of digital agriculture brands. Strengthen brand publicity, display and promotion, improve the anti-counterfeiting mechanism of digital agriculture brand, and enhance the brand popularity of digital agriculture by means of agricultural product expositions, trade fairs and other channels. Improve the attractiveness and cohesion of leading enterprises in the industry in an all-round way, accelerate the agglomeration and development of core enterprises in the industry, and accelerate the construction of the county digital agriculture industry ecosystem. Cultivate new forms of digital agriculture. Take the new agricultural operation subject as the breakthrough, focus on the existing digital agriculture integration demonstration project, use information technology to divide, graft and reconstruct the new agricultural production and operation subject or service organization form, actively develop various forms of new business forms and new models, encourage the development of cultural and creative agriculture, health care agriculture, exhibition agriculture, crowdfunding agriculture Agricultural private customization and other new agricultural business models based on the Internet. It focuses on modern agricultural production such as ecological agriculture and leisure agriculture, uses modern information to promote the digital transformation of traditional agriculture, expands the expression form of leisure cultural and creative agriculture, extends the value chain of agricultural industry, and cultivates new growth points for farmers' income. Innovate digital government supervision of agriculture. Build a credit evaluation system for agricultural enterprises, establish an emergency response platform with unified command and multi department linkage, improve the rapid response ability to sudden agricultural product safety incidents, and effectively improve the security level of agricultural products. Relying on the map of agricultural resources, we will focus on strengthening the monitoring of grain industry production and improving the data collection and management level of agricultural resources and industrial development.
（4） Create a new digital scene in rural areas. Relying on the project of information entering the village and households, we will use information technology to transform and upgrade the rural lifestyle, promote the construction of a networked management system in the fields of party affairs and party building, social security, health care, education and culture, government affairs and convenient services, and financial services that comprehensively cover the countryside, and create a new scene of digital villages. Promote "Internet+Party building", and gradually realize online operation of village affairs such as information release, government affairs operation, public information collection, discussion and consultation, and public services. Explore the establishment of a remote consultation system, and vigorously promote Internet medical services such as online appointment registration and quick payment. We will actively promote the inclusive sharing of high-quality digital education resources and cultural services, explore the construction of digital libraries, digital cultural centers, and virtual museums, promote new models of Internet services such as online education and distance education, and expand the coverage of high-quality education and cultural resources. Promote the extension of "Internet+community" to rural areas, improve the informatization level of comprehensive services at the village level, and improve the convenience of the masses.
Chapter 2: Model Essay on the Prospects of Digital Countryside
Key words: rural e-commerce; Farmers' income increase; digitization
1. Promoting the continuous increase of farmers' income is the essence of developing rural e-commerce
The focus of rural e-commerce is to solve the problem of connecting small farmers with the market. How to better sell agricultural products and increase rural income is the key. During the investigation in Shangluo County, Shaanxi Province, it was pointed out that "e-commerce, as a new business form, can not only promote agricultural and sideline products, help people get rid of poverty and become rich, but also promote rural revitalization, which is promising." On February 21, 2021, the Opinions of the Central Committee of the Communist Party of China and the State Council on comprehensively promoting rural revitalization and accelerating agricultural and rural modernization, that is, the No. 1 Document of the Central Committee in 2021 clearly pointed out that, "Accelerate the improvement of the county and rural three-level rural logistics system, transform and improve the rural delivery logistics infrastructure, deepen the promotion of e-commerce into rural areas and agricultural products into urban areas, and promote the effective connection between urban and rural production and consumption." With the 2021 Central Document No. 1, rural e-commerce will again usher in new development opportunities. According to the statistics of the Ministry of Commerce, the national rural online retail sales in 2020 have reached 1.79 trillion yuan, up 8.9% year on year. As a series of agricultural products adapted to the e-commerce market continue to sell well, rural e-commerce will not only vigorously promote agricultural industrialization and digital development, but also vigorously promote digital rural construction and rural revitalization. Since the founding of the People's Republic of China 70 years ago, especially since the tenth anniversary of the Communist Party of China, the income of rural residents in China has continued to grow rapidly. In 2020, the per capita disposable income of rural residents in China will reach 17131 yuan, an increase of more than 40 times over 1949 and quadruple over 2012 [1]. With the implementation of the rural revitalization strategy, in the future, rural e-commerce should play a role in further narrowing the income gap between urban and rural residents, ensuring that farmers' income grows faster than urban residents, and promoting farmers to continue to increase income and become rich.
2. Deep challenges faced by rural e-commerce to promote farmers' sustainable income growth
2.1 Challenges of agricultural brand building. If the brand is strong, the agriculture will be strong [2]. At present, China's rural areas are in a critical period of transformation from traditional agriculture to modern agriculture, and building agricultural brands has become an urgent task. On the one hand, brand agriculture has become a national strategy. In 2021, the "Central No.1 Document" made an important deployment for "deepening the adjustment of agricultural structure, promoting the improvement of varieties, quality, brand building and standardized production". During the investigation and survey in Yanbian Korean Autonomous Prefecture, it was emphasized that "food should also be branded, so that prices and benefits are good"; On the other hand, social consumption has entered the "brand era". With the improvement of people's consumption level, the requirements for product quality, safety, nutrition, green and organic are becoming more and more prominent, and the integration and reconstruction of agricultural brands usher in new opportunities. In addition, information technologies such as the Internet, blockchain, big data, Internet of Things and cloud computing are being used in the whole process of agricultural ecological chain such as agricultural production, agricultural product sales and circulation. The development of "Internet+agriculture" promotes the transformation of traditional agriculture to modern agriculture. However, compared with industrial brands, agricultural brand construction is still in the initial stage of exploration, and the development is not perfect. No complete brand has been formed. Most brands are independent. There is a lack of mutual cooperation within the industry, and no attention is paid to online and offline interactive development. Due to the weak brand protection of existing agricultural brands, the phenomenon of some businesses "shoddy" has seriously affected the reputation of agricultural brands, thus affecting the long-term development of brands. In short, implementing the brand strategy of agricultural products has become the only way for China to build modern agriculture, optimize the agricultural industrial structure, transform the agricultural development mode, and realize the sustainable income increase of farmers. 2.2 Challenges of rural scene conditions. China's rural areas are vast, and the geographical and geomorphic differences among regions are large. From the perspective of location factors in poor areas, it is characterized by "large mountains and deep ditches". From the perspective of the development process of rural e-commerce, the areas with good rural e-commerce development have the following two characteristics: first, the local area has already had the advantages of traditional industries and regional products with good development foundation, and the traditional industries have made a new leap relying on digital transformation. For example, Tongyu County, Jilin Province, relying on local advantageous agricultural products, through the unified brand authorization to sell directly to the whole country, is a rural e-commerce development model of origin. Tongyu County is located in the world recognized "golden grain industrial belt", and is known as the "township of miscellaneous grains and beans", "township of mung beans" and "township of sunflowers". Tongyu County, taking advantage of its geographical location, highly integrates the resources of local advantageous agricultural and sideline products, which not only maximizes the benefits of agricultural products, but also drives the development of county economy. Second, the geographical location of the region is superior, the road traffic facilities are perfect, and the transportation and distribution of local agricultural products are convenient and fast. For example, Wugong County in Shaanxi Province, known as "Buy the Northwest and Sell the Whole Country", is known as "the first e-commerce county in Northwest China". Although Wugong County is the smallest county in Shaanxi Province, it has formed an exclusive rural e-commerce sales model and promoted the development of the county economy by virtue of its excellent geographical location 80 kilometers away from Xi'an City after just five years of development. However, more poverty-stricken areas have neither distinctive agricultural products nor good geographical conditions, which greatly affects the sales and marketing of agricultural products in the region and restricts the continuous income increase of farmers. 2.3 The challenge of cultivating farmers' online merchants. Due to the low cultural quality of farmers and the deep-rooted awareness of traditional small farmers, although the local government places training farmers' skills in a prominent position in the talent training system, the development of rural e-commerce is a long-term project. When farmers do not see returns in the short term, they will immediately choose to give up and return to the original traditional agricultural product sales model, Or continue to be sold by a third-party trading platform, which leads to the problem of low transformation rate of farmers' online merchants and difficult cultivation, even though there are many online merchants training programs run by local governments. With the acceleration of urbanization in China, more and more young people choose to leave the countryside to work for wages. According to the data from the National Bureau of Statistics, the permanent resident population in rural areas of China in 2019 was 551.62 million, a decrease of 8.6% compared with 2015. The construction of modern agriculture cannot be separated from the digital development of agriculture [3]. Rural e-commerce is the guide and foundation for the transformation and development of digital agriculture. It can not only promote the economic development of poor areas, but also help improve farmers' digital skills and digital thinking. Compared with urban areas, rural areas have a weak foundation in all aspects and are not attractive to digital skilled talents. The maintenance of basic networks, the operation of agricultural product online stores, and the construction of rural e-commerce parks are inseparable from the participation of digital skilled talents The shortage of digital skilled talents and the difficulty in cultivating farmers' online businesses are still the problems that restrict the development of rural e-commerce.
3. The main path for rural e-commerce to promote farmers' sustainable income growth under the digital construction
3.1 Improve the digital level of agricultural industry chain and focus on building brand agriculture. Promote the informatization and digitalization of agricultural products from the production of origin to processing and packaging to warehousing, logistics and distribution, and improve the digitalization level of the upstream and downstream of the agricultural industry chain. According to the regional distribution of fresh agricultural products, the differentiation of product types, the wide distribution of consumer groups, and the personalization of product needs and other characteristics, a regional public information platform for fresh agricultural products will be established to realize the exchange and sharing of data information in the upstream and downstream of the agricultural industry chain, and build the information foundation for the agricultural product logistics monitoring and product quality safety traceability system. Strengthen the application of digital software such as market information, product after-sales service, product storage, distribution and transportation management in the upstream and downstream of the agricultural industry chain, establish and improve the whole process information collection, processing and system of agricultural products "from field to table" and "from table to field", and ensure the logistics efficiency and quality safety of fresh agricultural products. Building brand agriculture is an important link in the development of rural e-commerce, especially in promoting the upward movement of agricultural products. It not only improves the value of agricultural products, but also can promote the supply side structural reform of the agricultural industry [4]. First, building brand agriculture depends on the scale of production and operation. Abandon the original consciousness of small farmers, gather all forces to form scale effect, and promote agricultural branding through rural cooperatives and other collective organizations. Secondly, building brand agriculture needs to get rid of the limitations of agriculture. Promote the deep integration of agriculture with the secondary and tertiary industries, form a complete agricultural ecological industrial chain, and create a sound and reliable supply chain for agricultural products. Finally, standardized production is the support of brand agriculture. Focusing on the natural and ecological attributes of agriculture, through the introduction of modern management concepts and means, design systematic planting standards, industry standards, circulation standards, etc., establish access thresholds and circulation norms for high-quality and qualified agricultural products, and form a strong support for building brand agriculture. 3.2 Break the shackles of scenario conditions and make full use of existing resources to expand channels. For poverty-stricken areas that have neither local agricultural products nor convenient transportation conditions, they can use other well developed rural e-commerce models for reference, and combine their own conditions to make full use of existing resources to expand agricultural product sales channels. From the perspective of agricultural products, rural e-commerce brings opportunities to poor areas to connect with broad markets. Local governments and e-commerce platforms can work together to deeply tap local high-quality products, do a good job in product design, tell good stories about products, increase product added value, and help agricultural products become online goods. For example, in 2019, there was a kind of legume called "soybean pod" in Bake Village, Danba County, Ganzi Prefecture, Sichuan Province. After it was put on the market in Hema fresh food, within only three weeks, it went from no one wanted to be in short supply, and became the star vegetable of Hema fresh food. According to the survey, the number of farmers planting golden pods in Bake Village has reached 53, with an increase of 7000 to 8000 yuan per mu. Bake Village has become a well-known "Hema Village". From the perspective of logistics cost, the cost of establishing logistics service centers in poor areas is too high. We can build village level logistics service stations by jointly building and sharing county level logistics service centers, as well as "self building+co building", and jointly build and share office space and public office equipment with other service places. The office staff can also hold multiple jobs. For example, relying on rural retail stores to build village level logistics service stations, It is not only convenient for villagers to send and deliver goods, but also can improve the efficiency of resource utilization. 3.3 Cultivate local farmers' online merchants and improve farmers' digital skills. At the initial stage of rural e-commerce development, the problem of talents in the short term can be solved by "going out and inviting in". However, "going out" costs high, and its coverage is not wide. "inviting in" is difficult to form normalization, and eventually talents are still lost. Therefore, only localized training is the ultimate solution. Rural e-commerce is a complex systematic project, which needs to build various talent support systems. Therefore, the localization of farmers' e-commerce needs to be promoted systematically. First, relevant government departments need to do a good job in investigating the demand for various types of talents in rural e-commerce development, and formulate a systematic and long-term talent training program; Secondly, the training content should not only stay at the theoretical level, but also pay attention to the practical requirements of rural e-commerce, and pay attention to the "conversion rate" and "effectiveness" of farmers' e-commerce; Finally, the level of farmers' digital skills is directly related to the level of rural e-commerce development. Developing farmers' digital skills training is an important measure to popularize digital technology and improve farmers' production skills. At present, all regions are exploring various effective online business cultivation models, not only to teach farmers how to open online stores and sell goods live, but also to improve farmers' online business digital skills, learn basic Internet knowledge, and promote the overall quality of farmers by improving farmers' digital skills, including online store design, marketing promotion and operation planning, Consolidate the talent base for rural revitalization.
reference:
[1] Xie Tiancheng, Wang Dashu. Research on the path of promoting farmers' sustainable income increase in the context of rural revitalization strategy [J]. New Vision, 2019 (6): 41-46
[2] Lin Guangyi, Wang Xintian, Li Min, et al. 100 Questions on Rural E-commerce [M]. Beijing: China Renmin University Press, 2017
[3] Hu Qing. The development trend and practice strategy of "digital agriculture" in the context of rural revitalization [J]. Journal of the Party School of the CPC Hangzhou Municipal Committee, 2019 (5): 69-75
Chapter 3: Model Essay on the Prospects of Digital Countryside
Wu Dongliang, male, postdoctoral, associate professor. He has been engaged in the teaching and scientific research of tourism planning and digital scenic spots for a long time, especially the exploratory research on the deep development and application of rural tourism and digital planning in rural tourism. At the same time, he is also engaged in the teaching of the management and operation of the resort. Since 2009, he has been engaged in tourism planning and rural tourism research in the Institute of Modern Leisure and Tourism Development, School of Tourism, Beijing Union University.
1. In recent years, eco-tourism has become popular, and rural culture has attracted more attention. Please introduce to us what is rural cultural tourism?
Rural tourism refers to the tourism activities that provide tourists with various needs such as sightseeing, leisure, vacation, experience, entertainment, fitness and so on through organization and planning in the rural area, using rural environment, agricultural, forestry, animal husbandry and fishery production, folk festivals, folk customs, rural culture, ancient villages and towns, rural life and other resources.
During the 12th Five Year Plan period, the country is vigorously developing tourism. As the basic form of tourism, rural tourism plays an important role in the development of tourism. The popular "farmhouse entertainment", "fisherman's entertainment" and "village hotel" in the society now belong to the category of rural tourism. The most important goal of rural tourism is to let tourists enjoy nature, experience rural life and local culture, as well as low-carbon travel and ecological protection.
Rural tourism is a kind of experiential tourism, which originates from the unique local culture and environment in rural areas. Compared with the city, it is a kind of difference culture, which makes tourists have the motivation to travel under the drive of this difference. This cause of formation is usually called the difference principle. The rural experience is reflected in various rural elements, which covers neighborhood relations, village style, geomancy topography, customs, people's words and deeds, food and daily life. The ultimate goal of developing and protecting rural tourism is to protect rural cultural space and a living cultural body.
2. Why is the unique rural culture the soul of rural tourism?
People living in cities with artificial environment have more and more problems of life depression. People are eager to get close to nature and yearn for the countryside. This has brought a prosperous market for rural tourism. Among them, the representative local products and handicrafts in the countryside have become the new favorite of tourists. The government's support has promoted the development of rural tourism commodities.
Rural scenery and strong rural cultural atmosphere determine the popularity of rural tourism in this area. The connotation of rural culture comes from tourists' personal experience of rural life, which is a true reflection of life. Recently, local governments are vigorously promoting rural tourism and cultivating local culture, such as folk performances, wedding ceremonies and temple fairs. It can be seen that in the development process of rural tourism, it is tourism that uses culture to build a platform to enrich itself. Theoretically, the two are inseparable. However, we have also noticed that some places excessively pursue economic interests, which makes the culture lose its original authenticity.
Rural culture is a kind of harmony between nature and human beings. It is formed by the vast number of rural working people through the accumulation of life from generation to generation, such as farming culture. Later, through tourism, rural culture was spread and communicated. Therefore, the essence of rural culture is to reflect the real life of the people. In the process of developing rural tourism, we should not deliberately explore rural culture, but let nature take its course and promote the organic combination of culture and tourism. On the contrary, the essence of tourism is a process in which tourists increase their knowledge, relax their mind and body, have fun, and experience culture through tourism. Only by understanding the relationship between the two can we better develop rural tourism resources, protect culture and promote tourism development.
3. How does rural tourism reflect the connotation of culture?
Here comes a question, that is, how to protect the original rural culture in the process of developing rural tourism resources. 7 How to reflect the authenticity of rural culture. 7 It was proposed that rural tourism is a tourism without scenic spots. This sentence, to some extent, shows that rural tourism is different from sightseeing tourism. Rural tourism emphasizes rural environment and rural culture, and excessive artificial landscaping and development deviate from the original intention of rural tourism. A remote place where people live in peace and a village with a strong local cultural atmosphere is what tourists aspire to.
It is worth noting that there are some cultural phenomena in China that are commercialized for tourism, such as the huge statues built for tourism, the sightseeing elevators in scenic spots, etc. These can only be said to be a kind of tourism commercial behavior and cannot be linked with the original ecological culture itself. With the improvement of tourists' cultural quality, these things may also take off their cultural coat.
Miyun County in Beijing is rich in eco-tourism resources, beautiful scenery, and has a long history and unique fishing culture. The fish in Miyun Reservoir has become a major brand in Beijing. Relying on the brand influence of reservoir resources and fishing culture, Miyun government holds the "fish king" food festival every year. The food festival celebration is very grand. Leaders and celebrities from all walks of life are invited to participate in the festival. The top three fish kings are selected, and there are song and dance performances and fish king auctions. All the money from the auction was donated to the Beijing Water Source Protection Foundation as the source funds for protecting the Chaohe River and the Baihe River and supporting the education in these areas. This development and utilization of environmental resources not only increased tourism income, but also promoted the development of environmental protection and education, played a role in cultural propaganda, and improved the cultural taste of local people.
4. What problems should be paid attention to in the construction of unique culture in rural scenic spots?
At present, the most urgent solution to rural tourism is management. China's rural tourism is currently in the development stage, and the corresponding standards and service specifications are being improved. In the current environment, tourism operators need to improve their own image, improve their service awareness, use modern management means, and use the original rural tourism resources to create a rural cultural atmosphere.
Chapter 4: Model Essay on the Prospects of Digital Countryside
[Key words] Read about the local characteristics of resources
[CLC No.] G623.2 [Document Identification Code] A [Article No.] 1007-9068 (2015) 18-030
Although there is still a certain gap between the economic life in rural areas and that in urban areas, there are unique conditions for children's language learning resources in rural areas. There are "living specimens" everywhere in the fields, at the village head, in front of the door and behind the house. Language resources are at your fingertips. You can blink your eyes and open your mouth to say that the use of language resources in all aspects of rural life can be described as "gold" everywhere and Chinese everywhere, bringing unprecedented opportunities to rural children's language learning.
1、 Visiting to celebrate and communicate, singing under the ginkgo tree
Rural life is rich and colorful. Developing the process of children's friendly exchanges and organically carrying out language education can improve the overall quality of children. Taixing is the hometown of ginkgo. The ginkgo trees are magnificent, tough and straight. The fan-shaped leaves and the fruits bending the branches are green and yellow, while the trees are cool. These scenes form a strange and beautiful scenery in the children's minds. The children are in three groups, two parties, or listen to the farmers' assessment of the harvest, or listen to the beautiful legend of ginkgo, Or they pick up the fallen ginkgo fruits and chase each other. When they are free, they learn to sing hometown songs from their ancestors, such as "Beat Ginkgo" and "Love in the World for a Long Time". Such rich language resources are a major advantage of rural children's language learning.
2、 Village head Tian Bian learns Chinese characters, and labor practice develops knowledge
The countryside is a vast world. The beauty of field scenery, natural landscape and new farmhouse are all good subjects for students to read. "Our eyes are not short of beauty, but of beauty discovery." We can guide students to use the things around them to feel the beauty of the countryside and read the language in the scenery. In the sea of rural life, rural children can better combine literacy with understanding things, which cultivates the good habit of rural children to take the initiative to read in life.
3、 Hometown specialties in hand, pictures, characters and Chinese characters in mind
In the farmyard, in front of the house and behind the house, it is necessary to plant some vegetables. Chives, celery, spinach... Today, we will order fried eggs with leeks, and tomorrow, we will order fried green beans with green peppers, so as to adjust our life to a taste. When we are in the garden, children will see it, eat it in their mouth, and enjoy it. Such perfect resources will affect students' living conditions all the time. Some topics related to local products in their hometown have become the most superficial, hazy but heartfelt needs of Taixing children. Consciously guide children to carry out some novel and interesting reading activities, which will automatically open the gate for students to read, so that the words in their hearts can come freely. Such as introducing ginkgo scenery, tasting local products, talking about the history of ginkgo, explaining the use of ginkgo, promoting local specialties, etc., so as to truly free students from a single classroom teaching and integrate them into the world reading class under the vast sky.
4、 Publicity of township enterprises is often recognized, and rural children learn business early
Now that farmers are rich and have more money, they have set up their own small businesses and workshops. Farmers are no longer living a single life as farmers. The Zhang family has opened a "tofu shop", the Li family has set up a "oil workshop", the Wang family has "processing planer", and the Ma family has set up a "bristle processing factory"... The days have gone by and the small business has become a big business, The small workshop has become a big factory, and the factory is becoming more and more prosperous. Even many factories have become small well-known enterprises inside and outside the province. Their products, specifications, brands, sales, sales, and corporate culture have become a part of rural economic life. Many complete sets of promotional materials for products are piled up in the kitchen. In all aspects of rural areas and industries, from brands, production workshops, various types of products and sales outlets, children listen to, see and remember in their hearts, which contains countless Chinese character recognition resources, and is closely related to children's family life. Take the children to recognize the enterprise's slogan, tell the story, The children in the village are too natural. Making good use of the internal recognition resources of these local industries, the effect will be far greater than the recognition of Chinese characters, and will even directly affect children's world outlook, outlook on life, and values.
5、 Local culture promotes tradition, and rural customs are the matchmaker
Chapter 5: Model Essay on the Prospects of Digital Countryside
[Abstract] Research on the History of Education
In China in the 1930s, "education to save the country" was popular for a time, and new terms were emerging in the educational world: production education, art education, military education... The implementation of new education was also spectacular from the surface. However, it corresponds to the prevalence of private school education. Private school education was extremely developed in China in the 1930s. According to the statistics of the academic year 1935-1936, there were about 110933 teachers and 1878351 students in private schools. There were 24259 teachers and 436647 students in Jiangsu Province alone. [1]
The prevalence of private schools, as a result of people's educational investment choices, shows a different psychological background from that of the education authorities. However, for a long time, there has been a lack of consideration of this mentality and the complex rural cultural background highlighted by this mentality. This article intends to make a preliminary response to this problem from the perspective of farmers, the consumer group of private school education, by analyzing the situation of private schools and teachers in South Jiangsu, which is known as developed education.
1、 Overview of Private Schools in Southern Jiangsu in the 1930s
First of all, it needs to be pointed out that the function of private schools in the Republic of China has changed greatly compared with that in the imperial examination era. In the imperial examination era, private schools were an important part of the national education mechanism, which went hand in hand with public schools, free schools and academies. The educational function and status of private schools were recognized by the state and society. Before the Republic of China, private schools were divided into scripture schools and Mongolian schools, which were respectively responsible for two major functions, namely, studying for an official position and learning a little about characters. With the abolishment of the imperial examination system, the new school replaced the previous function of the private school. The private school in the Republic of China has no longer been classified as a scripture school or a Mongolian school. [2] The content taught by the private school has also been regarded as "rotten". The basic position of the private school in the education system has been conceptually not recognized by the government and the mainstream society. Here is a brief introduction to the private schools in southern Jiangsu at that time.
At that time, most of the courses taught by teachers were still the same, and there were some liberal teachers who taught Chinese, arithmetic, letters and other subjects, but most of them still used the Three Character Classic, Children's Learning Qionglin, Four Books and Five Classics as textbooks. Most of the teaching halls are in poor conditions. Many of them have no windows, the light is dim, the desks and chairs are different, and the teachers are also uneven. According to Gao Xinpu, who had participated in the private teacher training class, "Among them, there are trained aphorisms, poor gifted students and scholars, primary school graduates after the founding of the Republic of China, some children who did not get the entrance exam for scholars before, and teachers who have taught extensively for many years... In terms of age, there are elderly people with bright hair, young people who are new to society, and most importantly, there are several teachers who have received complete secondary education." [3]
At that time, most of the private schools' teaching methods were perfusion type. Generally, the junior students only read and read without explanation. However, it seems that the rigid private schools are popular in the countryside. They often have the upper hand in competing with schools for students, which makes the education authorities helpless. The appeal of private schools is far higher than that of modern schools in terms of both the number of people receiving education and the degree of public support. This can be seen from a series of data: there are 11346 children enrolled in Zhenjiang, and 8700 children in private schools. There are 5592 private school children in Wuxi. According to Jiangsu Education Survey, although the number of children enrolled in private schools in Jiangsu Province is 14%, it is estimated that the number of children enrolled in private schools should not be less than 10%. At that time, as the provincial capital, Zhenjiang had "a large number of private schools, almost in every street". [4] (P.131) According to the survey, there were 31562 literate people in Jurong County in 1934, and 22802 people who had entered private schools. Accounting for more than 2/3. [5]
Since the early 1930s, Jiangsu Education Department has made a series of efforts to ban private schools. It has successively promulgated the Interim Measures for the Registration and Verification of Private School Teachers in All Counties of Jiangsu Province, the Interim Procedures for the Management of Private Schools in Jiangsu Province (1930), and the Simple Rules for the Improvement and Suppression of Private Schools in All Counties of Jiangsu Province (1932), trying to incorporate private schools outside the new education system into the framework of new education, However, the effect is very little. At that time, the education authorities in Jiangsu Province blamed the difficulty in implementing the new education funds and the conservative ideology of farmers. However, in fact, the education funds in Jiangsu Province are relatively sufficient. In 1927, Jiangsu began to collect compulsory education donations, including taxes on busy water resources and taxes on slaughtering teeth, with an annual income of about 3.8 million yuan. In terms of local education, the total amount of education fees in all counties of the province has reached more than 12 million yuan. Therefore, in terms of funds, it is difficult for other provinces to reach. [6]
2、 Economic Investigation on the Prevalence of Private Schools
On the surface, the prevalence of private schools is "bad money drives out good money". In this case, the rural economic depression in the 1930s should be taken into account as a background.
The income of farmers was not high. According to the survey of 10 counties in southern Jiangsu in 1929, the average income of farmers per mu of farmland (including mulberry, vegetables and other economic crops) was between 10-30 yuan regardless of the area, with a total average of 18,71 yuan. After removing various expenses, the net income per mu of self cultivated farmland was 13,49 yuan, and that of rented farmland was 9,82 yuan.
Average Income of Each County in Southern Jiangsu (1929) [7]
County level
Average per mu
Self farming per mu
Rented farmland per mu
income
average net proceeds
average net proceeds
Jiading
twenty point four five
eight point zero nine
——
Taicang
fourteen point six zero
seven point eight zero
five point one five
Chuansha
fifteen point five seven
fourteen point one one
three point nine eight
Songjiang
eighteen point three seven
sixteen point two eight
ten point five two
Kunshan
fourteen point six zero
ten point four zero
eight point seven one
Wu Jin
thirty point zero four
twenty-three point two seven
ten point one three
Changshu
twenty-two point two three
fourteen point six two
ten point eight nine
Wuxi
twenty-six point two zero
seventeen point seven six
nineteen point three seven
Zhenjiang
fourteen point five two
nine point eight nine
——
Jiangning
ten point five three
twelve point six four
——
average
eighteen point seven one
thirteen point four nine
nine point eight two
The agricultural crisis in the 1930s further reduced farmers' income, and the high cost of schools was beyond farmers' ability to bear. The educational circles at that time also had to admit that "since the adoption of the European school system, the content of education has been more complicated than before, and the cost of education has increased. Education has almost become the patent of the rich class. One person must spend 300 or 400 yuan every year to enter the university, and one or two hundred yuan every year for a middle school student. Only the rich class can bear such a tuition fee." [8] From the perspective of economy, farmers prefer private schools in educational investment.
Compared with modern education, private schools charge low and flexible fees. According to statistics, the number of tuition fees (private schools) collected in Jiangsu throughout the year was 3.4 yuan per capita. [1] (P.683) The annual income of rural teachers is only 30 to 40 yuan [11] (P.97). "Rural teachers who can only compete in a small area often have only a small amount of money
Revenue. This kind of income is just enough grain for food, some dry firewood for fuel, and a small amount of money, which generally does not exceed 10 yuan a year. Sometimes, teachers who only have one or two students have little or no pay except for food. " [10] (P.72) Tuition fees are not collected by schools at one time, but paid in installments according to the Dragon Boat Festival, the Mid Autumn Festival and the Spring Festival. [3] Relatively low tuition fees and flexible charging methods have attracted many students.
In addition, most of the private schools in the Republic of China were Mongolian schools, and their "consumer groups" were different from schools. Most of the parents who chose private schools had realistic educational ideas, and did not expect their children to enter politics, but were satisfied with reading and literacy. In addition, private schools are not supported by the national education policy. Their survival directly depends on the supply of parents. Private school teachers need to meet the needs of parents. In fact, the "applicability" of their teaching content exceeds that of modern schools. At that time, the cultural learning of ordinary merchants and owners focused on literacy, composition and abacus, which were the strengths of private schools.
At that time, the "improved private school" focused on the training of reading, writing and calculating. Students who had studied for two years were generally skilled in writing and calculating: they could write a neat hand word, write letters and other practical articles (in simple classical Chinese), and calculate abacus and accounts. These skills were adapted to the needs of the society, especially the needs of some students who went to Shanghai and other foreign ports to study at that time. The courses offered at that time included calligraphy, Chinese, letters and abacus. Writing is an essential lesson in the afternoon every day. The regular script script of Ou, Liu and Yan is specified as the model for temporary writing. The teacher guides them separately and the students copy them assiduously. For the two courses of letters and abacus, the teacher has compiled lecture notes, step by step. Calligraphy, starting from addressing and format teaching, guides students to learn the content and writing methods of various letters. Abacus, starting from the pithy formula and hair pearl teaching, guides students to practice addition, subtraction, multiplication and division, as well as the calculation of various word problems, and often examines and trains students individually. " [12] (P.64) Since private school teachers can accommodate the facts and cater to parents' psychology to offer courses, their "applicability" is better than that of schools.
Private schools not only charge low fees, but also have less incidental fees than schools.
Although the school charges high fees, its quality is not very high. Wu Yanyin, an education expert at that time, once reviewed and said: "Except for a few primary schools in China that have followed the principles of education, applied scientific methods, and cultivated their own land, most of the other primary schools are far below the level, almost like private schools, and can not talk about education." [8] (P.310) But "the students' cultural knowledge, as far as the composition test is concerned, is surprisingly low." [13] (P.29)
Therefore, no matter from the perspective of education input cost or output benefit, from the perspective of villagers, private schools undoubtedly surpass schools. From the perspective of "economic man", it is natural to choose private schools as the object of education investment.
3、 The prevailing cultural mentality of private schools
The prevalence of private schools has a broader social background. After all, as a "social person", farmers' choices must be affected by rural society. They called the private school "our school" and the new school "foreign school". On the one hand, it shows the vague envy or hatred of farmers, on the other hand, it also shows the strangeness and alienation of farmers.
Private schools and teachers are recognized and accepted as important forces to maintain the rural cultural order. This recognition not only stems from the sense of authority generated by the teachers' possession of Confucian classics, but also from the response to the teachers' role in the "rural network of contacts". The position of the teachers in the countryside is unique. They are often one of the few literate people in the countryside. This kind of knowledge and skill makes them occupy a superior position in the rural communication system. Most teachers are familiar with various procedures of practical writing in society. They will read and write letters for others, help them write bills, and write various posts or couplets for others. When it comes to weddings and funerals, this kind of writing must be done by teachers. Because the guarantee of school teachers' quality of life comes from the city, their knowledge background and personal identity also come from the city, so whether they themselves or in the eyes of the villagers, they belong to another world. The old school teacher is an acquaintance emotionally, but he is an acquaintance who must communicate with some respect.
The whole set of ceremonies held by the private school strengthened the villagers' awe of the teachers. On the first day of enrollment, private school students should kneel down to the shrine or statue of "Confucius, the great sage and teacher of Dacheng". When kneeling down, burn incense and light candles, and spread red carpet on the floor. The etiquette is very grand. [11] (P.62) When a teacher is employed, the owner should first set up a letter of appointment (letter of appointment), in which the owner's name and the student's name are written. Such formal words are also rare in the countryside. [9] The teacher's control power (over students) is almost unlimited, and he can severely punish students.
In the countryside, the writer and signer of the contract for the division of family property and the transfer of land are also often teachers. Because teachers often participate in the symbolic affairs of the rural power mechanism: the transfer of land, the organization of ceremonies, and the teacher's own sense of authority, they do not grasp the real rural power, but share the procedural resources of power, In the eyes of the villagers, it shows the feeling that it is an integral part of the rural power structure. This is "soft power".
Undoubtedly, "soft power" has shaped the villagers' sense of respect for teachers. However, what is hidden behind it is the villagers' affirmation of the stability of the entire rural order, which is increasingly shaken and strengthened because the rural order is facing the challenge of modernization. On the whole, the agricultural economy in southern Jiangsu belongs to "over dense economy". [14] (P.129) This kind of economic growth model, which is too labor-intensive relative to output growth and results in diminishing marginal returns, is undoubtedly inefficient. The tension between population and land makes the per capita income of agriculture in this model very low. Farmers struggle for survival. The way to alleviate this is to release the surplus population relative to land. However, due to the lack of circulation channels and the lack of urban absorption capacity, the agricultural society has been one-way flow for a long time, with food and agricultural products flowing into cities, while a large number of surplus population can only stay in rural areas. Because compared with agriculture, China's industry is undoubtedly more vulnerable and unable to absorb the huge surplus population. Therefore, although the rural economy has entered the stage of commodity economy from the traditional form of self-sufficient economy, it still has a strong color of self-sufficient small-scale peasant production. [15] At the same time, various forces of modernization since the late Qing Dynasty have gradually shaken the countryside. The loss of the rural urban maintenance function of the gentry group as a whole means that China's political elite and rural society have a communication function. In their view, on the one hand, cities need rural areas to provide raw materials for modernization, and on the other hand, they regard rural areas as the biggest obstacle to modernization. This was reflected in the attitude of Jiangsu Provincial Education Department towards private schools in the 1930s.
In the 1930s, Zhou Fohai took charge of the Education Department and formulated the Three Year Plan for Jiangsu Education, which focused on compulsory education, normal education, vocational education and social education. For primary school education, regardless of the fact that farmers cannot afford it, we need to add primary schools, jointly add complete primary schools, add high primary schools, and implement the primary school district system, Party righteousness should be taught for one hour, Mandarin for 12 hours, arithmetic for 6 hours, common sense for 12 hours, and sports for 2 hours every week, and the ban should be threatened. [16] This kind of school system, which draws lessons from Europe, America and Japan, does not take into account the reality of the separation between urban and rural areas.
Even at that time, some people of insight realized that it was difficult to realize the interest of pursuing education standardization and westernization. Jiang Qi, an educator, believed that "China's education is indeed flawed. China's society is a society of agricultural economic organizations, while education is an educational policy that imitates the industrial economic organizations of Europe, the United States and Japan. This kind of education is the education of 'music education meritocracy'. " [8] (P.22) In the survey of Kaixiangong Village by the famous anthropologist Fei Xiaotong, the village head Chen, who was once the principal of the village's primary and secondary schools, also believed that this new school system could not work in the village. Three reasons are listed. First, the semester was not adjusted according to the calendar of farming activities in the village; Second, the school's educational mode is "collective" teaching, rarely considering the absence of individuals; Third, the existing female teachers have no prestige in the village. These three points are common in schools but not in private schools. [32]
Although the idea of education communitization has always existed and has been shown in the practice of Tao Xingzhi and others, the nationalization of education has natural legitimacy from the perspective of "modernization" discourse. As a kind of legitimacy, this effort has been the mainstream school system since the abolition of the imperial examination in the late Qing Dynasty. However, this mainstream school system takes more account of the needs of urban modernization, and it is less related to the actual needs of rural areas. The farmers' choice of private schools, in essence, is the choice of educational communitization, which can be seen as the response and adjustment to the destruction of their own survival system by "modernization". However, this response is seen as proof of ignorance from the perspective of "modernization". This in turn has strengthened the farmers' sense of alienation from the city and their attachment to the gradually damaged rural cultural order. This attachment is highlighted in the respect for teachers.
However, farmers are full of contradictions. They unconsciously resist the erosion of westernization on rural society, but they also realize that if they want their descendants to change their destiny, they must go out of rural society or change their position in this society. The realization of both can only rely on teachers who enjoy soft power. Because in the countryside, occupation and education have a lot to do with each other. Literates often have a career priority. According to the survey of anthropologist Lin Yaohua in Fujian, there are few people who can read but have no occupation. Only 0.4% of the people aged 15-49 who are literate but have no occupation, and 4.9% of the people who are illiterate and have no occupation. [18] (P.13) Abacus and letters can make children become apprentices, thus leaving the rural society. Literacy can also make him respected in the countryside. The teachers can help them. From the perspective of farmers, the teachers are part of their social support network, because they are co creatures of the same order.
In the 1930s, the prevalence of private schools in southern Jiangsu was the result of farmers' rational choice from the perspective of "economic man". From the perspective of "social man", it was related to the role of teachers in the "rural network of contacts" and the "soft power" they enjoyed. The choice of farmers not only made a response to the dilemma of nationalization or communitization of education in rural communities, but also highlighted the lack of modernization efforts (including education modernization) of the National Government in the 1930s and farmers' response to this lack.
[Date of receipt] October 16, 2002
[References]
[1] Collection of Archives of the History of the Republic of China: Part V [M]
[2] Yixing Literature and History Materials: Volume 13 [M]
[3] Jiangsu Primary School Teachers' Semimonthly [J]. 1936. (1): 40
[4] Literature and History of Zhenjiang: Volume 14
[5] Wu Xiangxiang. Historical Materials Series of the Republic of China [M]. Taiwan: Biographical Literature Press, 1971
[6] Department of Education of Jiangsu Province. Overview of Jiangsu Education (I)
[7] Gu Mumou. China's Rural Economic Issues [M]. Beijing: Commercial Press, 1936
[8] Revolutionary Literature: Volume 55
[9] Changzhou Literature and History Materials: Volume 2
[10] [US] Ming Enpu. Rural life in China [M]. Beijing: Current Affairs Press, 1998
[11] Jiangdu Literature and History Materials: Volume 6 [M]
[12] Literature and History of Wuxi County: Volume 4 [M]
[13] Fei Xiaotong. Jiangcun Economy [M]. Nanjing: Jiangsu People's Publishing House, 1986
[14] [US] Huang Zongzhi. Small peasant families and rural development in the Yangtze River Delta [M]. Beijing: Zhonghua Book Company, 1992
[15] Zhou Zhongjian. Research on the Income and Expenditure of Rural Households in Southern Jiangsu in the 1920s and 1930s [J]. Chinese Agricultural History, 1999. (4)
[16] Jiangsu Education [J]. 1932. (3)
Chapter 6: Model Essay on the Prospects of Digital Countryside
[Abstract] Research on the History of Education
In China in the 1930s, "education to save the country" was popular for a time, and new terms were emerging in the educational world: production education, art education, military education... The implementation of new education was also spectacular from the surface. However, it corresponds to the prevalence of private school education. Private school education was extremely developed in China in the 1930s. According to the statistics of the academic year 1935-1936, there were about 110933 teachers and 1878351 students in private schools. There were 24259 teachers and 436647 students in Jiangsu Province alone. [1]
The prevalence of private schools, as a result of people's educational investment choices, shows a different psychological background from that of the education authorities. However, for a long time, there has been a lack of consideration of this mentality and the complex rural cultural background highlighted by this mentality. This article intends to make a preliminary response to this problem from the perspective of farmers, the consumer group of private school education, by analyzing the situation of private schools and teachers in South Jiangsu, which is known as developed education.
1、 Overview of Private Schools in Southern Jiangsu in the 1930s
First of all, it needs to be pointed out that the function of private schools in the Republic of China has changed greatly compared with that in the imperial examination era. In the imperial examination era, private schools were an important part of the national education mechanism, which went hand in hand with public schools, free schools and academies. The educational function and status of private schools were recognized by the state and society. Before the Republic of China, private schools were divided into scripture schools and Mongolian schools, which were respectively responsible for two major functions, namely, studying for an official position and learning a little about characters. With the abolishment of the imperial examination system, the new school replaced the previous function of the private school. The private school in the Republic of China has no longer been classified as a scripture school or a Mongolian school. [2] The content taught by the private school has also been regarded as "rotten". The basic position of the private school in the education system has been conceptually not recognized by the government and the mainstream society. Here is a brief introduction to the private schools in southern Jiangsu at that time.
At that time, most of the courses taught by teachers were still the same, and there were some liberal teachers who taught Chinese, arithmetic, letters and other subjects, but most of them still used the Three Character Classic, Children's Learning Qionglin, Four Books and Five Classics as textbooks. Most of the teaching halls are in poor conditions. Many of them have no windows, the light is dim, the desks and chairs are different, and the teachers are also uneven. According to Gao Xinpu, who had participated in the private teacher training class, "Among them, there are trained aphorisms, poor gifted students and scholars, primary school graduates after the founding of the Republic of China, some children who did not get the entrance exam for scholars before, and teachers who have taught extensively for many years... In terms of age, there are elderly people with bright hair, young people who are new to society, and most importantly, there are several teachers who have received complete secondary education." [3]
At that time, most of the private schools' teaching methods were perfusion type. Generally, the junior students only read and read without explanation. However, it seems that the rigid private schools are popular in the countryside. They often have the upper hand in competing with schools for students, which makes the education authorities helpless. The appeal of private schools is far higher than that of modern schools in terms of both the number of people receiving education and the degree of public support. This can be seen from a series of data: there are 11346 children enrolled in Zhenjiang, and 8700 children in private schools. There are 5592 private school children in Wuxi. According to Jiangsu Education Survey, although the number of children enrolled in private schools in Jiangsu Province is 14%, it is estimated that the number of children enrolled in private schools should not be less than 10%. At that time, as the provincial capital, Zhenjiang had "a large number of private schools, almost in every street". [4] (P.131) According to the survey, there were 31562 literate people in Jurong County in 1934, and 22802 people who had entered private schools. Accounting for more than 2/3. [5]
Since the early 1930s, Jiangsu Education Department has made a series of efforts to ban private schools. It has successively promulgated the Interim Measures for the Registration and Verification of Private School Teachers in All Counties of Jiangsu Province, the Interim Procedures for the Management of Private Schools in Jiangsu Province (1930), and the Simple Rules for the Improvement and Suppression of Private Schools in All Counties of Jiangsu Province (1932), trying to incorporate private schools outside the new education system into the framework of new education, However, the effect is very little. At that time, the education authorities in Jiangsu Province blamed the difficulty in implementing the new education funds and the conservative ideology of farmers. However, in fact, the education funds in Jiangsu Province are relatively sufficient. In 1927, Jiangsu began to collect compulsory education donations, including taxes on busy water resources and taxes on slaughtering teeth, with an annual income of about 3.8 million yuan. In terms of local education, the total amount of education fees in all counties of the province has reached more than 12 million yuan. Therefore, in terms of funds, it is difficult for other provinces to reach. [6]
2、 Economic Investigation on the Prevalence of Private Schools
On the surface, the prevalence of private schools is "bad money drives out good money". In this case, the rural economic depression in the 1930s should be taken into account as a background.
The income of farmers was not high. According to the survey of 10 counties in southern Jiangsu in 1929, the average income of farmers per mu of farmland (including mulberry, vegetables and other economic crops) was between 10-30 yuan regardless of the area, with a total average of 18,71 yuan. After removing various expenses, the net income per mu of self cultivated farmland was 13,49 yuan, and that of rented farmland was 9,82 yuan.
Average Income of Each County in Southern Jiangsu (1929) [7]
County level
Average per mu
Self farming per mu
Rented farmland per mu
Revenue
Average net income
Average net income
Jiading
20.45
8.09
——
Taicang
14.60
7.80
5.15
Chuansha
15.57
14.11
three point nine eight
Songjiang
18.37
16.28
ten point five two
Kunshan
14.60
10.40
eight point seven one
Wu Jin
30.04
23.27
ten point one three
Changshu
22.23
14.62
ten point eight nine
Wuxi
26.20
17.76
nineteen point three seven
Zhenjiang
14.52
9.89
——
Jiangning
10.53
12.64
——
average
18.71
13.49
nine point eight two
The agricultural crisis in the 1930s further reduced farmers' income, and the high cost of schools was beyond farmers' ability to bear. The educational circles at that time also had to admit that "since the adoption of the European school system, the content of education has been more complicated than before, and the cost of education has increased. Education has almost become the patent of the rich class. One person must spend 300 or 400 yuan every year to enter the university, and one or two hundred yuan every year for a middle school student. Only the rich class can bear such a tuition fee." [8] From the perspective of economy, farmers prefer private schools in educational investment.
Compared with modern education, private schools charge low and flexible fees. According to statistics, the number of tuition fees (private schools) collected in Jiangsu throughout the year was 3.4 yuan per capita. [1] (P.683) The annual income of rural teachers is only thirty to forty yuan [11] (P.97). "Rural teachers who can only compete in a small area often have a small income. This kind of income is just enough grain for food, some dry firewood for fuel, and a small amount of money, which generally does not exceed 10 yuan a year. Sometimes, teachers who only have one or two students have little or no pay except for food. " [10] (P.72) Tuition fees are not collected by schools at one time, but paid in installments according to the Dragon Boat Festival, the Mid Autumn Festival and the Spring Festival. [3] Relatively low tuition fees and flexible charging methods have attracted many students.
In addition, most of the private schools in the Republic of China were Mongolian schools, and their "consumer groups" were different from schools. Most of the parents who chose private schools had realistic educational ideas, and did not expect their children to enter politics and become officials, but were satisfied with reading and literacy. In addition, private schools are not supported by the national education policy. Their survival directly depends on the supply of parents. Private school teachers need to meet the needs of parents. In fact, the "applicability" of their teaching content exceeds that of modern schools. At that time, the cultural learning of ordinary merchants and owners focused on literacy, composition and abacus, which were the strengths of private schools.
At that time, the "improved private school" focused on the training of reading, writing and calculating. Students who had studied for two years were generally skilled in writing and calculating: they could write a neat hand word, write letters and other practical articles (in simple classical Chinese), and calculate abacus and accounts. These skills were adapted to the needs of the society, especially the needs of some students who went to Shanghai and other foreign ports to study at that time. The courses offered at that time included calligraphy, Chinese, letters and abacus. Writing is an essential lesson in the afternoon every day. The regular script script of Ou, Liu and Yan is specified as the model for temporary writing. The teacher guides them separately and the students copy them assiduously. For the two courses of letters and abacus, the teacher has compiled lecture notes, step by step. Calligraphy, starting from addressing and format teaching, guides students to learn the content and writing methods of various letters. Abacus, starting from the pithy formula and hair pearl teaching, guides students to practice addition, subtraction, multiplication and division, as well as the calculation of various word problems, and often examines and trains students individually. " [12] (P.64) Since private school teachers can accommodate the facts and cater to parents' psychology to offer courses, their "applicability" is better than that of schools.
Private schools not only charge low fees, but also have less incidental fees than schools.
Although the school charges high fees, its quality is not very high. Wu Yanyin, an education expert at that time, once reviewed and said: "Except for a few primary schools in China that have followed the principles of education, applied scientific methods, and cultivated their own land, most of the other primary schools are far below the level, almost like private schools, and can not talk about education." [8] (P.310) But "the students' cultural knowledge, as far as the composition test is concerned, is surprisingly low." [13] (P.29)
Therefore, no matter from the perspective of education input cost or output benefit, from the perspective of villagers, private schools undoubtedly surpass schools. From the perspective of "economic man", it is natural to choose private schools as the object of education investment.
3、 The prevailing cultural mentality of private schools
The prevalence of private schools has a broader social background. After all, as a "social person", farmers' choices must be affected by rural society. They called the private school "our school" and the new school "foreign school". On the one hand, it shows the vague envy or hatred of farmers, on the other hand, it also shows the strangeness and alienation of farmers.
Private schools and teachers are recognized and accepted as important forces to maintain the rural cultural order. This recognition not only stems from the sense of authority generated by the teachers' possession of Confucian classics, but also from the response to the teachers' role in the "rural network of contacts". The position of the teachers in the countryside is unique. They are often one of the few literate people in the countryside. This kind of knowledge and skill makes them occupy a superior position in the rural communication system. Most teachers are familiar with various procedures of practical writing in society. They will read and write letters for others, help them write bills, and write various posts or couplets for others. When it comes to weddings and funerals, this kind of writing must be done by teachers. Because the guarantee of school teachers' quality of life comes from the city, their knowledge background and personal identity also come from the city, so whether they themselves or in the eyes of the villagers, they belong to another world. The old school teacher is an acquaintance emotionally, but he is an acquaintance who must communicate with some respect.
The whole set of ceremonies held by the private school strengthened the villagers' awe of the teachers. On the first day of enrollment, private school students should kneel down to the shrine or statue of "Confucius, the greatest sage and teacher of Dacheng". When kneeling down, burn incense and light candles, and spread red carpet on the floor. The etiquette is very grand. [11] (P.62) When a teacher is employed, the owner should first set up a letter of appointment (letter of appointment), in which the owner's name and the student's name are written. Such formal words are also rare in the countryside. [9] The teacher's control power (over students) is almost unlimited, and he can severely punish students.
In the countryside, the writer and signer of the contract for the division of family property and the transfer of land are also often teachers. Because teachers often participate in the symbolic affairs of the rural power mechanism: the transfer of land, the organization of ceremonies, and the teacher's own sense of authority, they do not grasp the real rural power, but share the procedural resources of power, In the eyes of the villagers, it shows the feeling that it is an integral part of the rural power structure. This is "soft power".
Undoubtedly, "soft power" has shaped the villagers' sense of respect for teachers. However, what is hidden behind it is the villagers' affirmation of the stability of the entire rural order, which is increasingly shaken and strengthened because the rural order is facing the challenge of modernization. On the whole, the agricultural economy in southern Jiangsu belongs to "over dense economy". [14] (P.129) This kind of economic growth model, which is too labor-intensive relative to output growth and results in diminishing marginal returns, is undoubtedly inefficient. The tension between population and land makes the per capita income of agriculture in this model very low. Farmers struggle for survival. The way to alleviate this is to release the surplus population relative to land. However, due to the lack of circulation channels and the lack of urban absorption capacity, the agricultural society has been one-way flow for a long time, with food and agricultural products flowing into cities, while a large number of surplus population can only stay in rural areas. Because compared with agriculture, China's industry is undoubtedly more vulnerable and unable to absorb the huge surplus population. Therefore, although the rural economy has entered the stage of commodity economy from the traditional form of self-sufficient economy, it still has a strong color of self-sufficient small-scale peasant production. [15] At the same time, various forces of modernization since the late Qing Dynasty have gradually shaken the countryside. The loss of the rural urban maintenance function of the gentry group as a whole means that there are functional barriers in communication between China's political elites and rural society. In their view, on the one hand, cities need rural areas to provide raw materials for modernization, and on the other hand, they regard rural areas as the biggest obstacle to modernization. This was reflected in the attitude of Jiangsu Provincial Education Department towards private schools in the 1930s.
In the 1930s, Zhou Fohai took charge of the Education Department and formulated the Three Year Plan for Jiangsu Education, which focused on compulsory education, normal education, vocational education and social education. For primary school education, regardless of the fact that farmers cannot afford it, we need to add primary schools, jointly add complete primary schools, add high primary schools, and implement the primary school district system, Party righteousness should be taught for one hour, Mandarin for 12 hours, arithmetic for 6 hours, common sense for 12 hours, and sports for 2 hours every week, and the ban should be threatened. [16] This kind of school system, which draws lessons from Europe, America and Japan, does not take into account the reality of the separation between urban and rural areas.
Even at that time, some people of insight realized that it was difficult to realize the interest of pursuing education standardization and westernization. Jiang Qi, an educator, believed that "China's education is indeed flawed. China's society is a society of agricultural economic organizations, while education is an educational policy that imitates the industrial economic organizations of Europe, the United States and Japan. This kind of education is the education of 'music education meritocracy'. " [8] (P.22) In the survey of Kaixiangong Village by the famous anthropologist Fei Xiaotong, the village head Chen, who was once the principal of the village's primary and secondary schools, also believed that this new school system could not work in the village. Three reasons are listed. First, the semester was not adjusted according to the calendar of farming activities in the village; Second, the school's educational mode is "collective" teaching, rarely considering the absence of individuals; Third, the existing female teachers have no prestige in the village. These three points are common in schools but not in private schools. [32]
Although the idea of education communitization has always existed and has been shown in the practice of Tao Xingzhi and others, the nationalization of education has natural legitimacy from the perspective of "modernization" discourse. As a kind of legitimacy, this effort has been the mainstream school system since the abolition of the imperial examination in the late Qing Dynasty. However, this mainstream school system takes more account of the needs of urban modernization, and it is less related to the actual needs of rural areas. The farmers' choice of private schools, in essence, is the choice of educational communitization, which can be seen as the response and adjustment to the destruction of their own survival system by "modernization". However, this response is seen as proof of ignorance from the perspective of "modernization". This in turn has strengthened the farmers' sense of alienation from the city and their attachment to the gradually damaged rural cultural order. This attachment is highlighted in the respect for teachers.
However, farmers are full of contradictions. They unconsciously resist the erosion of westernization on rural society, but they also realize that if they want their descendants to change their destiny, they must go out of rural society or change their position in this society. The realization of both can only rely on teachers who enjoy soft power. Because in the countryside, occupation and education have a lot to do with each other. Literates often have a career priority. According to the survey of anthropologist Lin Yaohua in Fujian, there are few people who can read but have no occupation. Only 0.4% of the people aged 15-49 who are literate but have no occupation, and 4.9% of the people who are illiterate and have no occupation. [18] (P.13) Abacus and letters can make children become apprentices, thus leaving the rural society. Literacy can also make him respected in the countryside. The teachers can help them. From the perspective of farmers, the teachers are part of their social support network, because they are co creatures of the same order.
In the 1930s, the prevalence of private schools in southern Jiangsu was the result of farmers' rational choice from the perspective of "economic man". From the perspective of "social man", it was related to the role of teachers in the "rural network of contacts" and the "soft power" they enjoyed. The choice of farmers not only made a response to the dilemma of nationalization or communitization of education in rural communities, but also highlighted the lack of modernization efforts (including education modernization) of the National Government in the 1930s and farmers' response to this lack.
[Date of receipt] October 16, 2002
[References]
[1] Archives Collection of the History of the Republic of China: Part V [M]
[2] Yixing Literature and History Materials: Volume 13 [M]
Chapter 7: Model Essay on the Prospects of Digital Countryside
(Zouping County Film Distribution and Projection Company, Zouping 256200, Shandong)
[Abstract] Adhere to occupying rural positions with advanced socialist culture, meet the growing spiritual and cultural needs of farmers, and improve the ideological and moral quality of farmers. Digital film projection technology has been an important form of projection in Chinese cinemas, but what role does it play in the cultural construction of rural areas? This article focuses on this aspect. It is an important measure for the prosperity and development of rural culture to implement the project of rural film screening, so that the broad masses of farmers can enjoy cultural services without compromise.
Key word number; Movie theater; Rural cultural construction; effect
1 Digital film projection has great vitality in rural areas
The development of rural film in China has experienced a wave like process of development. As early as the 1970s and 1980s, Chinese farmers once created the most moving scene of watching movies in the world. Every time a movie is shown in the village, people from all over the country, whether on foot or by bike, gather in groups, old and young, in front of the screen early. At that time, movies became an indispensable spiritual food for farmers and the most frequent form of cultural entertainment. Grass roots party and government organizations in rural areas also make use of the characteristics of film screening, which gathers people and covers a wide range of areas. They use various forms such as slide show and powder engraving before film screening to publicize the Party's principles and policies, popularize science and technology and legal knowledge, publicize good people and good deeds, and promote rural economic development and rural social civilization and progress.
The new digital film projection equipment, compared with the traditional film projection, has the advantages of large program storage, good audio-visual effect, simple operation, convenient transportation, etc. It enables farmers in remote mountain areas to see good films with similar audio-visual effect to the mainstream cinemas in the city and new programs that can basically be shown synchronously at their own doorsteps, and is deeply loved by farmers. In particular, science and education films with rich pictures and vivid images are favored by farmers [1].
2 Digital film screening has been incorporated into the rural public cultural service system
In order to activate the rural cultural life and realize and protect the basic cultural rights and interests of farmers, the four projects of rural radio and television, "village to village access", "rural information resource sharing" and "rural library", have built a rural public cultural service system. It proposed the principle of "enterprise operation, market operation, government purchase, and farmers' benefit" of rural films, and the general goal of basically realizing the national rural "one film per month in one village" by 2010. Why should the Party and the State attach so much importance to the screening of rural digital films?
First of all, rural film screening has a distinctive social commonweal. Since the founding of the People's Republic of China, the party and the government have always regarded the "three trips to the countryside" activity as an important measure to activate the spiritual and cultural life in rural areas, not only because film screening is a form of entertainment, but also a form of publicity. Film screening is to publicize and educate people in the form of art, so that people can not only eliminate fatigue, but also learn knowledge and benefit from laughter, playing a subtle role.
Turning over the history of the development of Chinese film, no matter what period, the film is always accompanied by the pace of China's rural revolution and construction, closely playing the role of waving flags, cheering drums and boosting the flames. In the revolutionary war years, Dong Cunrui, Huang Jiguang, Heroes and Heroes, Tunnel Warfare, Mine Warfare, and North and South Expeditions inspired the army and the people to work together to seize power and build a new China. Someone once said that Hainan Island was liberated by "White Haired Girl". It sounds strange at first, but it is not mysterious when you think about it. It just shows the artistic influence of movies on people. It was the tragic experience of the "white haired girl" that inspired the soldiers' fighting spirit and drove the Chiang bandit reactionaries out of Hainan Island. During the period of peace building, Jiao Yulu, Lei Feng, Wang Jie and other model figures educated and cultivated a large number of good cadres, farmers and young people. In real life, there are many people who have grown up and made progress under the influence of film art. It is really said that "a good film can change a person's life" [2].
Secondly, the artistic effect and publicity effect produced by digital film screening are irreplaceable. As we all know, the film screening itself has a large scene, a large audience capacity, and strong artistic appeal, especially the digital film screening, which is made by high-tech production, is called a scientific and technological product "advancing with the times" in the history of Chinese film development. Her picture is high definition, surround sound, good audio-visual effect. In particular, the screening of ideological and educational propaganda films, a scene on the screen, and a cry from the speaker, through strong sound and light penetration, can shock hundreds of audiences to resonate with it at the same time. The special publicity effect of this special form of publicity is incomparable with other forms of publicity. Just as centralized learning is more effective than decentralized learning in political learning, the effect of group watching movies for education is much better than that of single watching TV for education.
To sum up, it is enough to show the important position and role of rural films, especially digital film screening, in the rural cultural construction, including the comprehensive education of rural primary and secondary students.
3 Digital film screening is an important part of rural cultural construction
As mentioned above, since digital film screening plays an extremely important role in rural cultural construction and comprehensive education of rural primary and secondary students, cultural authorities at all levels, especially county (city, district) film administrative authorities, should include rural digital film screening on their own agenda.
First, we should formulate an overall plan. According to the number of administrative villages in each county and township, and the requirements of the Ministry of Culture and the State Administration of Radio, Film and Television on building a film screening team for every 23 administrative villages, each county (city, district) should find out the number and see how many film screening teams need to be set up in the county and township. Then, according to the requirement of "one village shows one film in a month", calculate how many public welfare films need to be shown each year in the county and township, and report them level by level, so as to win equipment subsidies and screening subsidies from governments at all levels.
Second, we should pay attention to technical training. Digital film projection equipment is an electronic product, which combines four advantages of film effect, television transmission, telecommunications management and electronic commerce. Although it is easy to operate, the procedure is standardized, scientific and strict, which requires both serious attitude and skilled skills. Therefore, whether the operators are newly recruited or old projectionists, they need to learn and train again, and then organize examinations. The qualified ones will be issued with certificates, so that they can work with certificates [3].
Third, we should innovate the system and mechanism. Rural digital film public welfare screening is a new work, and a new system should be adopted for operation. All staff should implement the appointment system, and then establish and improve various rules and regulations, implement the reward for hard work and punishment for laziness, and the survival of the fittest. Rural film projectionists are required to be young, in good health and with a high level of education. In particular, they should love the cause of rural film screening and have the spirit of being willing to bear hardships and dedication. Governments at all levels and competent departments should timely summarize and commend the projectionists who have made outstanding achievements and great contributions.
Fourth, we should be good at both hands. The rural digital film projection project is an important project of the government to benefit the people, which is a public welfare cultural undertaking. If this work is done well, a platform for the government to serve farmers will be built. At the same time, using this carrier can activate the rural film market and enrich the cultural life of farmers. On the premise of successfully completing the government's public welfare film screening task, the screening team can further expand the market, invigorate the operation, carry out commercial film screening such as weddings and funerals in rural areas, film and enterprise marriage, expand and strengthen the film culture industry, and find a new way of mutual promotion between government paid public welfare films and market operated films. We should accelerate the pace of rural film reform and development, actively explore new systems, new mechanisms and new measures, and constantly improve the coverage of digital films in rural areas, so that more rural areas can see digital films and enjoy the ardent care of the party and government. Only in this way can the cause of rural film achieve substantial development and step into the development track of a virtuous circle. Rural digital film public welfare screening can make its due contribution to rural cultural construction and even the whole new rural construction.
reference
[1] Tang Changyang. Innovative Design Objectives, Main Research Contents and Direction of Cranes [J]. Science and Technology Information, 2012 (09)
[2] Zhang Beibei and Wang Jing. 3D Film Production Technology and Attitude Achieve Quality: Interview with Zhu Liang, Associate Professor of Film and Television Technology Department of Beijing Film Academy [J]. Digital Image Age, 2012 (06)
Chapter 8: Model Essay on the Prospects of Digital Countryside
Wenjuan
The mountains are green, the rivers are white, and the sound of Zigui is like smoke.
In April, there were few idle people in the countryside, so when sericulture came, they planted fields.
The most beautiful countryside in April
April in the countryside is beautiful. The hillside is green, and the field is green. Green trees, green grass, and green seedlings show us a green world. On the green field, rivers and canals crisscross, one after another, in a vast expanse of white. Looking up, the green paddy fields and white water are really "green mountains and white rivers".
April in the countryside is poetic. The misty spring rain is like a dream. The rain was as thin as mist. From time to time, the cuckoo's cry came from the trees and the air. It seems that the spring rain like smoke and fog is called by these cuckoos. One sentence, "The rain is like smoke in the sound of sub regulations", is appropriate and spreads the sound. April in the countryside is busy. People are not as greedy for bedding as they are in winter, nor as afraid of the sun as they are in summer. Therefore, they always give themselves to the fields early: weeding, digging, sowing, planting... All kinds of farm work are concentrated in April. "Just sericulture and planting" means: just after sericulture, I am busy cultivating and planting.
April in the countryside is quiet. The farmers have all gone to work in the fields, and there are no idle people in the village. "There are few idle people in the countryside in April". What you can see is: bacon hanging under the eaves, clothes drying in the yard, dogs dozing under the shade of trees, chickens hanging around the bamboo forest... The April sun spreads to every corner, smearing the whole village with a layer of bright orange.
The whole poem depicts the scene of early summer in Jiangnan countryside with line drawing. The first two sentences focus on the scenery: Lvyuan, Baichuan, Zigui, Yanyu. With only a few strokes, the unique scenery of the water town in early summer is outlined. The colors match each other and the movement and stillness coexist. The last two sentences are written in person. The image of farmers planting rice seedlings in paddy fields is highlighted on the screen, which sets off the tension and busyness of labor in "rural April". April is the most beautiful day in the countryside. Because there is hope, all the busyness is happy.
Let's remember the name Weng Juan. He, Xu Zhao, Xu Ji and Zhao Shixiu were all born in Yongjia, Zhejiang Province, which is today's Wenzhou, Zhejiang Province. Because they share the same interests and similar poetic styles, they are called "Four Spirits of Yongjia".
Watching Lushan Waterfall
Li Bai
Sunshine incense burner produces purple smoke, and the waterfall hangs in Qianchuan from a distance.
Flying down three thousand feet, I suspect the Milky Way is falling nine days.
The same is true for the insurance
Li Bai had an indissoluble bond with Mount Lushan all his life. He has lived in seclusion in Lushan for many times, and his politics, emotions, and even the evolution of his outlook on life are inextricably linked with Lushan.
The "censer peak" is located in the northwest of Lushan Mountain. In Li Bai's eyes, it is like a towering censer, rising white smoke, like a blurred dream, and turning into a purple cloud under the red sun. The word "life" not only makes the Xianglu Peak vivid, but also vaguely shows the rising and floating clouds in the mountains.
"Looking from afar" means looking from afar. This is the condition for the whole waterfall to fall into view. The word "hang" here is really interesting. It turns movement into stillness, and imagines the waterfall flying down into a hanging white exercise. I wonder if you have ever thought about who is hanging such a huge waterfall on the cliff? It must be the nature worthy of our awe. Therefore, the word "hang" also contains the poet's praise of the magic power of nature.
The three and four lines of the poem not only describe the rushing state of the waterfall, but also express the author's inner feelings different from those of ordinary people. The word "Feiliu" speaks highly of the speed of the waterfall. "Straight down" describes the steep and vertical waterfall. "Peach Blossom Pond is a thousand feet deep", "Flying down three thousand feet" and "White hair three thousand feet". It seems that without such an exaggerated number as "thousand", it is not enough to express the depth of the pool, the height of the waterfall, and the length of white hair.
"Suspected that the Milky Way is falling nine days" is a kind of trance, as if separated from the rest of the world. The word "falling" is very artistic, like an eagle landing on the ground, like a tiger; It is also like a white bird flying in the air. Just a little bit on the tiptoe will float away with the wind.
Wei Qingzhi, a native of the Song Dynasty, said, "The fifth word of a seven character poem should ring." (The Poet's Jade Chip) This view seems particularly persuasive in the poem "Watching Lushan Waterfall". Whether it is "living", "hanging" or "falling", all words are sonorous, giving people infinite room for imagination.
Li Bai lived in seclusion in Lushan at the age of about 50 and wrote this poem. He endowed the landscape with lofty beauty with his heroic spirit. His eulogy of the great power of nature is also a tribute to the vision and endless struggle of the ideal of life.
Plum Blossom
Wang Mian
The trees at the head of my inkstone washing pool are all covered with flowers.
Don't praise the color, just let the air flow and fill the universe.
A branch of cold plum smells better than snow
Before reading this poem, I want to talk about Wu Jingzi's Unofficial History of the Scholars. This is an outstanding satirical novel in the Qing Dynasty. There are more than one hundred characters in the whole book. By telling the stories of these characters, the author exposes the drawbacks of the feudal imperial examination system and satirizes the ugly appearances of the feudal characters. It can be said that most of the characters in the book are typical of the negative, but there is still a positive image, that is, Wang Mian, the first person in The Scholars. Wang Mian was poor when he was young, but he was eager to learn. When he was herding cattle in the daytime, he stole the school house to listen to the students' classes; In the evening, I went to the Buddhist temple to study hard under the lamp. Finally, I learned a lot, and I was good at poetry and painting, especially at drawing plum blossoms. I called myself "Plum Blossom Owner". Ink Plum is a poem inscribed with paintings. "Inkstone washing pool" refers to the pool for washing inkstone after writing and painting. Here, Wang Xizhi's allusion of "learning from the pool, and the pool water is completely black" is used. "Light ink", a kind of ink color, is opposite to "thick ink" and "coke ink". The first two sentences of the poem mean that the plum trees beside the inkstone washing pool in my family's paintings are all dotted with light ink.
The last two lines of the poem praise the lofty demeanor and bright festival of Mo Mei. It is painted in light ink. Although its appearance is not charming, it has the inner temperament of being pure and beautiful, noble and dignified, secluded and elegant. It doesn't want to use bright colors to attract people, please people, and get people's praise. It only wants a wisp of fragrance to stay between heaven and earth. The poet used plum blossom as a metaphor for himself, expressing his plum like character and his mind indifferent to fame and wealth.
Wang Mian loved plum trees all his life. He not only planted and painted plum trees, but also wrote many poems about plum trees. In addition to Ink Plum, he also wrote White Plum. The original poem is: "In the ice and snow forest, different peaches and plums are mixed with fragrance. Suddenly, the fragrance is released overnight, and the universe is full of spring." This poem is not only singing plum blossom, but also the elegant interest of the poet to keep away from the vulgar and the common people. The "poetic style", "painting style" and "personality" are completely interlinked in Wang Mian's body.
(Guo Xueping, a super teacher, deputy principal of the Second Experimental Primary School in Xiaguan District, Nanjing)
Chapter 9: Model Essay on the Prospects of Digital Countryside
[Key words] Rural culture Rural landscape Rural life values
CLC No.: G Document ID No.: A Article No.:
1 Definition of concept content
The cultural landscape involved in this paper generally includes three different levels.
The first level is the world heritage in the international scope, which refers to the various kinds of heritage that have been preserved in various countries and have representative and outstanding contributions to the development of human civilization; The second level is the national, provincial and municipal heritage landscape. The above two categories constitute the core content of current cultural landscape protection; The third level (the focus of this article) is more specific and smaller rural culture and landscape. This part covers all aspects of rural buildings, streets, and rural residents' lives, such as the local customs, local dialects, and even the unique production and lifestyle of a place.
2 Status Analysis
In the process of rapid urbanization in China, the phenomenon of the lack of image characteristics of cities around the country has aroused widespread concern among domestic architecture, planning, landscape and visual arts workers. It is generally recognized that in China, cities are the same in size, in the south and north, and outside the city. The lack of urban personality has caused widespread concern, If the city is still like this, what about the countryside? Feng Jicai, vice chairman of the China Federation of Literary and Art Circles and chairman of the China Folk Literature and Art Association, said in Tianjin on October 20, 2012 that 80 to 100 villages disappear every day in China at an astonishing speed. According to official figures, 900000 natural villages have disappeared in China in the past decade; Without skin, how can hair be attached? The disappearance of villages will inevitably take away a lot of rural culture and landscape.
3: An Analysis of the Causes of the Gradual Weakening of Rural Culture and Landscape
For all kinds of heritage sites at the world, national, provincial and municipal levels, although the specific investment will be different, people have always paid special attention to them and are protecting them to varying degrees. However, the attention and investment in local culture and landscape has always been difficult to attract enough attention and actual investment. The reasons can be summarized as follows:
3.1 Insufficient level
One of the reasons for this situation is that the human society has not fundamentally changed its focus on things for more than ten thousand years of development. Whether in China or Western countries, the focus on major historical events and celebrities has always been the main content of social life. Under this ideology, the rural culture and landscape are not qualified to be concerned. Because the prejudice against grassroots culture formed for a long time is difficult to get a fundamental change, it is "reasonable" that the culture and landscape with local characteristics are ignored.
3.2 Impact of national policies
Due to the backwardness of national development caused by agricultural society, the dream of urbanization has been influencing the development of Chinese society in modern times. Since the reform and opening up, China's urbanization process has roughly gone through the following three stages: 1978-1984, with the rural economic system reform as the main driving force to promote the urbanization stage; From 1985 to 1991, township enterprises and urban reform promoted the urbanization stage; From 1992 to 2000, urbanization was comprehensively promoted. In 2011, the proportion of urban population in China reached 51.27%, and more than half of Chinese people went to cities. The turbulent wave of urbanization has made a large number of people far away from the countryside. In this movement, the benefits brought by the city to people's lives have been blindly exaggerated. The government has invested huge enthusiasm. Many rural people have been "upstairs" before they are ready to enter the city.
3.3 Impact of public values
The yearning and worship of the public, especially the rural residents, for urban life from their hearts further accelerated the decline of the countryside. As the internal cause of the development of things, this is more powerful than the national urbanization policy. When these two forces form a joint force, the life of rural culture and landscape becomes more fragile. This combination of values and urbanization policies has accelerated the expansion of cities and the decline of rural culture and landscape.
4 How to cope with the decline of local rural cultural landscape
In response to the disappearance of local rural culture, the fundamental premise is to retain the original social structure of the countryside, that is, there must be original residents who continue to live in the countryside. Only in this way can the inheritance and development of rural culture and landscape become possible, and to achieve this, efforts should be made at least from the following aspects.
4.1 Active and direct government intervention
At home, the government's leading ability and efficiency in major projects are obvious to all. The success of the 2008 Olympic Games, the 2010 Shanghai World Expo and various large-scale events fully demonstrates this. Imagine that for the rural cultural landscape, if the government can actively invest some efforts, it will certainly have a very positive effect. The specific approach can consider the following points;
First of all, we should start from improving the development of rural economy. Only when the economic level has been substantially improved can we fundamentally change the public's view of the countryside. In recent years, the research results of many experts and scholars show that rural landscape is facing extinction, and rural culture and landscape are of great significance for the formation of national characteristic culture, and rural cultural landscape is extremely precious for China's future development. From the media and many other aspects, we began to instill in the public how precious rural culture and landscape are. But in reality, due to the backwardness of the rural economy, the residents living in the countryside can not realize this. The limited supporting facilities and backward public facilities can not make the rural residents have more attachment to them. In this case, more people choose to make a living in the city. Developing rural economy and improving the quality of rural public environment are the basis for changing the current rural population loss and preserving the rural social and ecological structure.
Secondly, take the lead in developing areas to achieve counter urbanization development. It is not the best choice for the class with relatively rich material conditions to live in crowded cities. The trend of "rural" development has gradually emerged in developed countries after experiencing a high degree of urbanization. The rich people live in rural areas. This concept and development results may also appear after China has experienced a certain degree of urbanization, (Although this trend and trend is not the right path for urban and social development, most foreign planning circles have negative attitudes towards this urban development model), the government should actively guide the proper development of this trend. However, in current China, the trend of ruralization is bound to have a positive impact on changing the inherent concept of the public on the countryside. "The countryside no longer means poverty and backwardness, and the simple folkway and neighborhood feelings should be recognized by the public". This will inevitably have a positive impact on the protection of rural cultural landscape.
Thirdly, balance the rural and urban areas at the planning level. Urban development can not expand without restrictions, which has formed a consensus in the field of planning and urban problem research. While paying attention to the concept of urban "compact" planning, we should also pay attention to the overall planning of rural cultural areas at the planning level, emphasizing the centralized development of rural culture. These planning policies may bring more beneficial help to the protection of rural landscape at the government management level.
4.2 Create social environment for natural development
One of the ways to create social environment is to ensure the physical living space of rural residents. Just like the market in the market economy, there is also an invisible force in the rural cultural landscape to adjust the balance between the city and the countryside, which is also the market. The current high housing price makes many rural people who have entered the city return to their hometown for development, which is a natural process. However, the reality is that some rural residents have been unable to get enough soil to live in. A large number of basic farmland in their hometown has been developed, and a large amount of land has been expropriated. In this case, farmers have to go into the city again. As a government, it should take appropriate measures in such areas to provide them with enough physical living space, rather than blindly emphasizing urbanization and large-scale development.
The second aspect of creating environment can start with policies to provide more effective protection for rural residents' lives. In fact, the reform of China's social security system can play a positive and important role in the protection of rural cultural landscape. At present, China's social security system has roughly three main forms: urban workers' pension insurance, new rural social pension insurance and urban residents' social pension insurance. The previous three types of insurance are managed separately in different regions, and the rural population cannot obtain corresponding security once they leave the payment place without paying the corresponding years of insurance premiums, which has brought many problems to the social security of the rural population. At present, the country is carrying out corresponding reforms. Since 2013, the three types of insurance can be converted in different regions, Undoubtedly, this has brought favorable security for rural population when they move, but after in-depth analysis of the gap between these three types of insurance, it is found that "mutual transfer" has not fundamentally improved the social security coefficient of rural population, and there are great differences in security between urban workers and the new rural social endowment insurance, and urban residents' social endowment insurance, Their contributions differ by ten or even dozens of times. The new rural social endowment insurance is basically the same as that for urban residents. In fact, the so-called "mutual transformation" of the three can only be carried out unconditionally between the latter two. The endowment insurance for urban employees can be unconditionally transferred to the latter two due to high payment. The latter two can only apply for transferring into urban employees' pension insurance and enjoy the pension benefits of urban employees after 15 years (including 15 years) of payment.
If we want to fundamentally change the public's (urban population and rural population) understanding of the countryside, social security is its fundamental factor. Just imagine why the rural population envy urban people, and why urban people look down on rural people, because there is a big difference between urban and rural social security. If this guarantee is balanced, rural people may not yearn for urban people so much, and the social prejudice of public identity will disappear. Only then can rural cultural landscape fundamentally develop as a landscape equal to urban culture rather than gradually fade away. Of course, canceling this difference will inevitably face various problems, but at least at present, the government should make efforts to reduce this difference. Balance the security differences among the public through more channels.
5 Summary:
From the analysis of the current situation of rural culture and landscape and the exploration of the causes, it can be found that the root of the problem of rural culture and landscape lies in the imbalance of economic development, which has resulted in the deep-rooted traditional concept of cities and villages in public awareness (cities are superior to rural villages by absolute advantages). In view of the problems faced by the rural cultural landscape, it is obvious that its best state is not to let it develop freely but to play the role of the government to intervene at an appropriate time. One situation is that the government plays a leading role in directly promoting or influencing the recovery and development of the rural cultural landscape, specifically to improve the development of the rural economy and achieve anti urbanization development in developed areas, In this way, it affects the transformation of the public's inherent concept of the countryside; In addition, we should pay attention to the protection and overall planning of rural cultural landscape at the government planning level. The other is to try to narrow the social security differences between different groups from the perspective of public social security. The healthy development of rural cultural landscape is synchronized with the social identity value of rural population.
reference:
[1]. Li Dehui, An Examination of the Names of Modern Cities in China [M] Jiangxi People's Publishing House, 1991
[2]. Clair Cooper Marcus, Carolyn Francis
Human Place [M], China Architecture Press, 2001
[3]. Written by Yu Mingyang and Jiang Wei [M], Guangdong Economic Publishing House, 2004
[4]. Lv Wenqiang, Urban Visual Design [M], Southeast University Press, 2002
