The Investigation And Research On Hebei Province Xingtai Area Countryside Broadcasting

Through a questionnaire investigation of farmer's behaviors of using broadcast among asmall circle in the area of the three villages and three towns in Xingtai area , and aftercarrying on statistic counting and analyzing to all investigation results, the reporter found thatthere was a dramatic change which had taken place when the farmer contacted with themedia at present. Television is becoming the main window of knowing the outside world.Nowadays, broadcasting is losing its dominate position, less and less peasants own radios.The main reason is that broadcasting is abandoning the market of rural area. As thedevelopment of free market, all kinds of broadcasting concentrates on the commercialpurposes, it allocates the audience to the 'white-collar', 'urban car owners'. Hence, not onlythe quantity of the broadcasting but also the quality is dropping on the agricultural broadcast.Regardless of the actual need of the peasants, they set up the columns just for Pharisaism.Besides, the government and the broadcasting television department don't make the full useof the resource of rural broadcasting network, which leads to more and more management andusage problems. Consequently, the rural cable broadcasting is gradually perishing.Meanwhile, the peasants can hardly recognize the service provided by the broadcasting.When they encounter the production and daily problems, they are more inclined to using themouth-to-mouth communication to solve the problems. The broadcasting media does not meetthe needs of the rural audience, it cannot satisfy the requirement.In conclusion, broadcasting is becoming the 'disadvantage' media which is ignored in therural area. According to the survey, rural broadcasting is needed by the government, peasantsand the country. The idea of 'the affection, the angles and the contents of civics' should beheld into rural area and served to the peasants. Under the fierce competition of media, therural area is becoming the deficient area of media day by day, broadcasting should make gooduse of its advantage and take up of the rural market, speak for the sake of the peasants.