Changes in and Coping Strategies for the Social Attitudes of Yunnan Village Officials

Since the transition from new village construction to rural revitalization, the working conditions and remuneration of village officials in Yunnan have significantly improved. Alongside these changes, the development and transformation of agriculture and rural areas have also influenced village officials’ social attitudes. Based on comparative research using questionnaire surveys, it has been found that, from new village construction to rural revitalization, the social attitudes of Yunnan village officials—including political, work, and life attitudes—have generally become more positive, rational, and healthier. Female village officials demonstrate significantly better social attitudes than their male counterparts. However, village officials still exhibit relatively low work enthusiasm, with limited satisfaction regarding work rewards and quality of life. Under the context of new rural construction, significant differences in village officials’ social attitudes were observed across demographic variables such as gender, ethnicity, party membership, type of official, region, years of service, party tenure, and age. Under the rural revitalization strategy, significant differences were mainly found in gender and regional type. To foster more positive, rational, and healthy social attitudes among village officials, it is recommended to improve their salaries and benefits, increase the proportion of female officials, and enhance their educational qualifications.