The Mass Media Use Of Transformational Peasant

Taking peasants of high degree differentiation of zhejiang waiqianwu village as an example, this dissertation examines the relationship of transformational peasant and mass media use with the Angle of view of stratification of peasants' profession. The core problem is constituted by two of specific problems:one is transformational peasant how to use mass media, the other is mass media to the transformation of the peasant produce what kind of impact.This dissertation proves that village society by the influences of marketiza-tion, industrialization and urbanization, have transferred production and living community into heterogeneous society of profession.The peasant has occupational characteristics, and derives seven major professional farmer groups, such as common agricultural growers, agricultural operator and manager, part-time peasant, migrant worker, individual household and business people, peasant entrepreneurs and management personnel, unemployment and half-unemployed personnel.Because the influence of profession to different peasant s groups have "time-space division," "value idea" and production and living lifestyle, that causes the farmer groups in mass media with the use of "professional spheres" characteristics. That is, different professional types of farmers have different results in the time of media use, type and channel of media use and the content and motivation of media use. This difference leads to two types of media use:one is media use of "involution" to the common agricultural growers, unemployment and half-unemployed personnel, part of part-time peasant and migrant worker; the second is media use of "extension" to peasant entrepreneurs and management personnel, individual household and business people, part of agricultural operator and manager, part of migrant worker and part-time peasant.This paper also reveals two influences of the mass media to the transformational peasant, which is to promote the peasant's modernity, and also bright the puzzle of modernity. Modernity mainly represents for the idea of city lifestyle yearning and strong economic desires, more on the media discourse of in the gossip discourse, consumerism behavior and part of the media tools used in behavior, the state identity and a degree of media supervision to villagers'autonomy, more open in social interaction, more the grow of cultural feedback in culture. At the same time, mass media also brights the puzzle of modernity, that is, consumerism and city lifestyle in mass media to the peasant produces great pressure and TV popular culture produces negative to the traditional value of the rural life, and alienates gradually rural interpersonal relationship, etc. Even more important, these effects also has three characteristics:The First, the mass media's influence to different types of professional peasant is different; The Second, the mass media's influence is not simple "stimulus-response" type, but "procedural" and "structural" type; The Third, professional peasants decode mass media on the basis of their own lifeword and experience. Therefore, the mass media's to peasant's transformation is not decisive, but makes an enhanced effect.Finally, this paper puts forward the mass media shouldn't regard the peasant as a whole under the background of the collapse of peasant community and sharp transformation of rural society, communication to the peasant should reflect the characteristics of professional diversification. At the same time, the mass media also should offer more practical and effective measures to peasant's professional diversification and peasant's transformation.