Guide enterprises to use digital technology to strengthen application innovation in business transactions, consumer services, digital payment, community governance, etc., especially in the supply side innovation for special groups, such as artificial intelligence services for the blind, multilingual content services for ethnic minorities, rural digital economic services for rural population, etc. Cultivate rural residents' information awareness and enhance their subjective initiative in using the network. The difference between rural residents and urban residents in individual subjective initiative is also an important reason for the new digital divide between urban and rural areas. The individual's subjective initiative can promote the individual to change the accepted new things into self cognition, so as to improve their ability and level of accepting things. On the one hand, all the time, the means to solve the problem of urban-rural digital divide mainly rely on the improvement of information technology, and the subjective initiative of people is covered by the shell of information technology, so that the gap between urban and rural digital divide is gradually narrowing, while the new urban-rural digital divide is coming one after another. On the other hand, in the process of solving the digital divide problem, overemphasizing the physical factors and ignoring the human factors in the process of information construction, it is easy to fall into a misunderstanding, resulting in waste of resources. In the final analysis, the new digital divide between urban and rural areas is the quality of urban and rural residents. Therefore, when solving the new digital divide between urban and rural areas, we should fully mobilize the subjective initiative of rural residents to learn and use the Internet. Only by improving the interest of rural residents in learning Internet knowledge, can we improve their information awareness and fundamentally solve the new digital divide between urban and rural areas in the new media era.<br>
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