1. Module 7 Culture Role and Perception Study Department of Sociology China Agricultural University

2. Module 7 Research background Research method Research results Conclusion

3. I. Research background ---China ’ s national culture Modern China ’ s national culture is a complex culture developed by traditional agricultural culture and it also assimilate some worthy fruits of western industrial culture during its development.

4. Research background --- complex impact of agriculture on national culture political patriarchy, economic autarky, closed way of production and life, practical value and social ethics value system, so on.

5. II.1 Research objective To assess how agriculture and the rural world are perceived and represented by different social and ethnic groups in China ’ s national culture.

6. II.2 Research Method  semi-structured interview of ten urban opinion leaders  focus group interview in He Bei Province and the suburb of BeiJing  collection of mass media information

7. III. Research Results  General Perception of the Role of Agriculture  The influence of agriculture and agricultural world on social cohesive force and cultural characters  The influence of agriculture on science, arts and leisure  The perception of the current situation and the future of farming  Agriculture and farmers in mass media

8. III.1 General Perception of the Role of Agriculture  economic role  Environmental role  Social role  Culture role

9. the perception of economic role

10. The perception of environmental role agriculture can benefit the environment; agricultural activities can destroy the environment; agriculture ’ s influence on the environment is decided by human being, and by the agricultural policies.

11. The perception social role Under our revelation: Poverty alleviation provide rich labor source for society the basis of social stability

12. The perception of cultural role Create civil arts; provide kinds of source materials for arts; our customs, way of life, many festivals and solar terms provide entertainments for people; promote the development of science and agricultural education.

13. III.2.1 The influence on social cohesive force  rural social cohesive force is much stronger than urban one  But it became weaker after the reform and opening-up (economic interests; non- organizational state of villages)  it is not bad  Behind it is the change of value system

14. III.2.2 The influence on cultural characters  Land is the foundation of life  Stable life generation by generation in one place, no migration  Family is the foundation of social life  Man is higher than woman  Be industrious, thrifty and honest  Be Conservative and close----mode of thinking  Neighborhood is attached high importance

15. III.3 the influence on science, arts and leisure  Farmers ’ need of technology promoted the development of science  Arts developed from agricultural activities  Tourist agriculture

16. III.4 The perception of the current situation and the future of farming  The policy of Household Responsibility System---the 2000 year policy  The future---large-scale production

17. III.6 How mass media reflect agriculture and farmers?  Not capable  With strong family value  Distinctive difference between citizens and farmers  Social ethics is more important that laws

18. III.7 Conclusion  people ’ s perception about the role of agriculture is simple and unilateral  Attitudes changed essentially on the perception of the role of agriculture on science  Farmers go out into cities----citizens come into rural area  Fei Xiaotong: “ color of local land ” --- 乡土性

19. Thanks!