The“artistic rural construction”activities that emerged in China in recent years have attracted extensive concern in the academic circle. Unlike result-oriented project evaluation and value-oriented cultural criticism, this article focuses on projects with a definite purpose of rural construction and proposes a group interaction analysis model based on the dual purpose of interest and norm from the perspective of economic sociology. It aims to deepen the understanding of the practice and disputes of artistic rural construction. Through the cross-dialogue between model and experience, this article discusses the evolution logic of two famous cases of artistic rural construction, and compares the causes and social consequences of their differentiated paths. At last, based on the findings of mechanism-based studies, this article also tried to discuss the intrinsic relation between the ideal of artistic rural construction and the concept of“cultural self-consciousness”.