Role Analysis Of Public Media In The Rural Community Under Social Transfomation

This research is set in the comprehensive social transformation in China and attempts to bring mass media into theoretical frame of sociology and reveal the social conditions the country is facing and the influence of media on the country community in such a condition through field survey and in-depth description.Before social transformation, the mass media mainly played an instrumental role of propagandizing the party's guideline and policy and ideology, which was actualized by means of radio and film in country S Although the propagandistic mode is comparatively direct and simple, the spirit propagandized in that era, such as health, austerity, modesty and honesty, have essential effect on people heretofore. Therefore, the anticipant media role is unnecessarily inconsistent with its virtual role, but mass media bears objectively cultural meaning in the mind of peasants.After social transformation, mass media (mainly TV) simply was a symbol for peasants of country S and could hardly bear realistic cultural meaning. On the one hand, economic and cultural structure have all changed substantially after undergoing several stages. Peasants, the beneficial class during the opening and reformat first, have become the class whose interests have been impaired. Economic development and personal development are all limited and their psychology and character intends to be introverted and becomes more and more ignorant of the outside. As a result, the mass media that should have played an important role in social transformation in the country gives way to mah-jongg and superstition and then makes their spirit further degenerate. All of these are concerned with the reform of mass media and its lack of independence. In this regard, the industry of News Media began its market transformation in a flexible way without impact on the dominant ideology. In the country S, the fixing, maintenance and charge of CATV have been transferred to local entrepreneurs who have affinity with national power, or may even be national deputies themselves. On TV, most of the programs the peasants watch everyday is not related to their existence and development because media group intends to cultivate and propagate consumerism idea to gain profits and media begins to be inclined to the latter between social watch and market role. So peasants fail to become the target audience of the media group.In the position of peasants, the change of this role, on the one hand, reflects the whole society and mass media all have entered the period of market transformation, as a result of unofficial operation; on the other hand, there exists a vacuum when national ability to control mass media has decreased and unofficial system of mass media rapidly increased. In this case, serious aftermath will arise and leads to wider social inequality if there lacks secondary and redeeming system and if peasants continues to exist without the protection of organization.