Bridging the Digital Divide: Leveraging New Media for Rural Development

This research investigates the impacts of new media adoption on rural economic development in Guangxi, China, focusing on four variables, new media development, users’ perceived value and their continuance participation intention. By conducting an online sampling survey, data were collected from 172 rural residents. The results indicate significant direct effects among variables, and mediated by users’ perceived value and intention to continue participation. The findings highlight the importance of new media in promoting local agricultural products, entrepreneurial creativity, and employment opportunities in rural areas. These results remark theoretical implications for understanding the role of digital technologies in rural development. Moreover, practical significance of new media for local governments and stakeholders in sustainable rural revitalization is also emphasized. The research further underscores that bridging the rural-urban digital divide by promoting digital inclusion and literacy among rural residents should be prioritized. By addressing barriers to access and enhancing digital skills, the use of new media technologies may become more common, fostering inclusive economic growth and social development in rural areas. In the presentation of future study, the research also points out the long-term effects of new media adoption on rural communities can be focused on, including its impact on social cohesion, cultural preservation, and environmental sustainability. By deepening our understanding of the dynamics, researchers can provide valuable insights into the production of effective strategies for leveraging digital technologies in the promotion of rural revitalization.