Study Of Media Role In Tibetan Area Of The Upper Reaches Of The Yellow River Social Change

The interaction between media types and social reality produces all sorts of orientations that had a strong influence on social cultural orientation and value.In the long Tibetan Area of The upper reaches of the Yellow River development history, all kinds of media as audience going into the movie, panoramically recorded and participated in the major history event of social development in ibetan Area of The upper reaches of the Yellow River.After a long implements spread era and personal communication era, interpersonal communication era and then printing spread era, Tibetan Area of the upper reaches of the Yellow River media, along with China's modernization process,hobbled into electronic dissemination stage.Since the1990s, with the rapid spread of the mass media in the upper reaches of the Yellow River of the Tibetan area, mass media fully participated this area social change.We can't say information communication is the decisive power for this area social development, but at least definitely it is the important, indispensable factor in this areas great-leap-forward development.The mass media was doing the deconstruction of traditional Tibetan culture, but also at the same time constantly did the remendment and renewal of traditional Tibetan culture The rapid popularization and widely application of mas media in the Tibetan area, set up the bridge between laged behind in economic and social development area in Tibetan areas with the areas with high degree of modernization, is pushing for Tibetan society modernization transformation and cross.This article on the basis of previous studies,using media role in social change for Tibetan area the upper reaches of the Yellow River as theresearch subject, With combing from social media technology application and updating history for the Tibetan areas of the upper reaches of the Yellow Rive as breakthrough pointalong with my long time field work, applicating Ethnology, Tibetan, sociology and ethnography communication, and so on more discipline theory and research methods, comprehensive illustrates all kinds of media type especially illustrates how the mass media information dissemination of the Yellow River upstream of Tibetan areas had an influence on social change.The study from media technology angle into Tibetan social change problem research,can not simply intercepted certain period history of the social development in Tibetan areas so as to replace the social development research under the globalization context.We must take a long media development history as the study object, doing the observation of application and usage of media era before electronic dissemination media era in the Tibetan area in historical perspective, on which basis, for that matter, doing the analysis of social development under the current era of multimedia transmission in Tibetan area,especially, doing the analysis of the new media technology "booster" effect on Tibetan society under all aspects of cross. By doing all above,we can get the scientific, objective conclusion so as to be more rational view of the social development of Tibetan gap and media development of hysteresis and to explore the development way under the context of interaction between tibetan area media and social development, in gloabalization trend.The study and can't leave the real historical context and just study the history.So the study uses the two kinds of method to describe-synchronic and diachronic method combination.The former only describes specific time period (mass media age) Tibetan areas of social life change.The latter does the description and summarization of the long time period change.Under the guidance of this concept, the construction of the whole framework of this study comes into force.The content of the article divides into two parts:The first part of the article is the research of media ecology,meida application and social change relationship study of Tibetan area of the upper reaches of the Yellow Rive.This part include the first and second and third chapter.The first chapter illustrates:what problem we will study,why we need to study this problem and current study situation and value of this problem.The second chapter, by the comparative analysis, this paper expounds postal, newspapers, radio, movie, TV and online media development history and social changes of and its reflection in Tibetan area of the upper reaches of the Yellow River.So as to prove that Media information dissemination has effect on social change from the beginning of the start society existed, and throughout the social development of all phases in Tibetan area of the upper reaches of the Yellow River.At present mass media has more wide space and more faster and more stronger influence on Tibentan Area social change.The second part of the article is gannan Tibetan social change research under the context of modern media.This part include from the fourth to tenth chapter.Chapter3, jumping out of the previous grand historical narrative, going into reality world using the typical analysis method, with the Hezuo city and Meii Wu Town and Muer Town of Zhuoni County as the typecial study case for the subject of mass media usage situation,"insightly draw" mass media information dissemination present situation in Tibetan areas of the upper reaches of the Yellow River, analyzes media ecology, agriculture herdsman mass media ownership situation,contact motivation and preferences, the utilization and evaluation of mass media content, and finally discusses the spread of the new pattern of the mass media formation and evolution trend of gannan Tibetan autonomous region. Chapter4to9chapter on a basis of" Uses and Gratification Theory "," The Cultivation Theory "," agendasetting theory ", and "innovation-diffusion theory ", from the mass media dissemination perspective, is to study public communication and behavior culture (flow and contacts, living way, way of life, marriage and family and funeral) in Tibetan areas of the upper reaches of the Yellow River, material culture (clothing, building, diet), system culture (social organizations, the public life, daily life) and spirit culture, religious belief, education), and so on filed relationships.We hope through these studies to reveal that mass media information dissemination influence on social changes in Tibetan areas.Based on and along with the first part of combingTibetan Area of the upper reaches of the Yellow River media information technology evolution and its role play in the social change in Tibetan Area with diachronic study,the synchronic description of mass media role play in social change in Tibetan Area of The upper reaches of the Yellow River is finished and the the complete study system is builed.