THE TRANSFORMATION OF BEHAVIORAL CULTURE IN THE PROCESS OF NEW RURAL AREA’S BUILDING (THE CASE OF LONG AN PROVINCE)

Abstract

After nearly 10 years of implementing the National Target Program on developing new rural areas in Long An province, there have been remarkable achievements in many fields. In terms of culture, the lives of rural people are increasingly changing, but the change of cultural behavior is noteworthy. In order to understand the changes in behavioral culture of rural people in Long An province, we conducted methods of participatory observation and in-depth interview, combined with analysis of secondary resources. The research results show that the process of changing cultural values has been happening, sometimes only at the beginning of signs; and in fact, the change of behavioral culture has created new factors, which significantly affected the lifestyle of rural people.

Keywords: cultural change, new rural, behavioral culture, new factor