Abstract:

[Purpose/Significance] Rural public digital cultural service is a new module of public cultural service, and the current relevant research mainly starts from two independent perspectives, namely external institutional structure and internal subjective action, and constructs the research paradigm of "system-behavior". However, this framework still has room for improvement in order to reveal the phenomenon of "technical alienation" in practice. "Technological alienation" is essentially a deviation from the value level, and the original framework is difficult to effectively reveal the influence of value on the impact of digital technology on rural public cultural services, so this study introduces the value factor to provide new theoretical perspectives and analytical frameworks for the existing research, in order to comprehensively reveal the underlying logic of "technological alienation" and to find the path of digital technology-enabled rural public cultural services. [Method/Process] Starting from the current situation of rural public digital cultural services, this study constructs a three-dimensional analysis framework of "value-institution-behavior" and applies the extended case study method to the case of Y Township in Zhejiang Province to explore the phenomenon of "technological alienation" of rural public digital cultural services, such as the de-domainization of public cultural service content, information risk aggregation, and "digital authoritarian" production, which is caused by the fragmented value, institutional imbalance, and unruly action. This "technological alienation" has seriously affected the effectiveness of public digital cultural services. [Results/Conclusions] According to the specific elements of the three-dimensional analysis framework of "values-institutions-behavior" alignment, combined with the extended case study method focusing on the study of macro-micro interactions, it is proposed that the people-centered value concept guides the goal of building rural public digital cultural services, a more complete institutional system protects the process of building rural public digital cultural services, and a more standardized subjective behavior shares the results of building rural public digital cultural services. Based on the above paths, the "technical alienation" of rural public digital cultural services will be abandoned. This study still has shortcomings in the use of research methods in this field, while the framework of "value-institution-behavior" has some explanatory power, but still differs from the complex reality of the society due to the lack of empirical material. In the future, we plan to increase the empirical research on rural public digital cultural services to verify the conclusions of this study and to further refine the measurement of the level of rural public digital cultural services.

Key words: rural public digital cultural services, technological alienation, value concept, institution building, individual behavior