Abstract: Rural ethics in the new era is the stabilizer of the village, the accelerator of rural revitalization, and the spiritual home of farmers,the development of rural ethics provides a steady stream of spiritual power for rural revitalization and is the soul of rural revitalization. With the development of modern civilization, rural society has undergone a series of changes in the main contradictions, family structure, and production methods. It is necessary to re-examine the ethical problems faced by rural development in the new era from a historical and dialectical perspective. It analyzed that the rural society in the new era was facing the invasion of modern ideological trend, the fracture of traditional blood geographical relationship, the collapse of moral authority and the “double standard” concept of benefit and righteousness. The task of rural revitalization and the coordinated development of urban and rural areas is very difficult. It is urgent to strengthen rural ideological and moral construction. The construction strategy of new ethical relationship in rural society in the new era was put forward.

Key words: new era, rural, new ethics, rural revitalization