The Premechanism and Action Logic of Grassroots Rural Talents in the Rural Public Cultural Service System under the Development of Digital Technology

Abstract

At present, the rural public cultural service is facing the dilemma that the supply and demand are not in place. The participation of the local forces represented by the grassroots rural talents in the rural public cultural service provides a breakthrough. Based on the “dual-track supply” model, this paper studies the action logic of the grassroots rural elites in Dachengqiao Town, Ningxiang City. The study found that the grassroots rural talents’ participation in public cultural services has a pre-existing mechanism: villagers’ recognition is the foundation, government empowerment is the premise, and participation motivation is the focus. After reaching the critical point and generating the supply behavior, the policy guidance and the villagers’ demand, respectively, shaped the action logic of the grassroots rural talents: the grassroots rural talents acted as the bridge between the government and the villagers. Through big data, cloud services, and intelligent life, we can narrow the gap of rural, public, cultural services, and open up the last mile of public cultural services. The government should improve the incentive mechanism of rural talents to strengthen the grassroots rural talents’ participation motivation and give full play to the role of rural talents; rural talents should actively give feedback to villagers’ demand and actively explore villagers’ cultural needs to improve rural public cultural services.