The Study Of Media Contact And Impact About A Xi'an Urban D Villagers

For a long time, China's media scholars focus their attentions on studying rural and urban areas' media contacts and affection , but to the Villages which lie in the rural and marginal urban areas(Urban village) , attentions are little. As the author has been very interested in the existence state of the Urban village, then the author study the villagers media contacts and influence conditions of a typical Urban Village of Xi'an from the communication view.In this paper, the author use a questionnaire survey, interviews and observation methods to study the media contacts and influence conditions of D Village of Xi'an, and find the unique status and impact of media contacts. Under the political, economic, and cultural background, villagers have shown the urban and rural characteristics of the same or different, such as watching television, listening to the radio, reading newspapers, surfing on the Internet and so on. At the same time, media has a subtle impact on the thinking, attitudes and behaviors of villagers. Media advertisings guide the villagers' consumer behavior, consumer attitudes and lifestyles. Media occupy the majority of the villagers' ample leisure time. In addition to these, as a blood, geopolitical formed relatively independent village, interpersonal relations present a "native" in D village, interpersonal communication is based on "native" mode of transmission, the author summarize model of the human transmission about D village. Floating population living in the D village and other Urban local villagers who transit in the D village, they frequently contact with D villagers, help each other and engender neighbors feelings among these. The villagers tell the tenants useful information, which have the instruction function for the tenants to make the correct policy-making judgment.D as rich villages which will shortly die in the future, environment of the dissemination of information formed by the mass media become the channels to understand the outside world for villagers. Villagers grow the knowledge and pass the leisure time through the media. However, the villagers lack of corresponding media literacy training and the relevant media knowledge, which make them lack ability of media information judgments.