A Preliminary Study on the Influencing Factors of Visual Communication of Rural Culture: Based on Grounded Theory

Abstract

Visual communication has an important impact on revitalizing rural culture, but its implementation still lacks empirical research support. Based on the grounded theory, this study conducted a coding analysis of the data collected in Shuikou Town, Yunyang County, by research method of field investigation. Relevant research shows that: Shuikou Town, Yunyang County, has a positive role in promoting cultural revitalization in terms of content consciousness, villager consciousness, media consciousness, subject environment, and object environment of visual communication. The analysis of the influence mechanism of visual communication on the “consciousness-environment” of rural cultural revitalization from an empirical perspective can also provide a closer look at the current status of rural cultural revitalization to provide a reference for visual communication to promote rural cultural revitalization.