Research Of The Influence Of Mass Media On Farmers' Modernity

Under the background that needing to have the new fanners of high modernity level in socialism new rural reconstruction in our country, taking the farmers in Wushan zhen, Gucheng County, Hubei province as the research object, and mainly taking the sociological and communication theories as the support, then using the research method of questionnaire survey, case interview, observation and literature, this research analyzed the level of farmers' modernity and every factor, described the status of farmers contacting with the mass media, explained the influence of mass media on the level of farmers' modernity and every factor. On the basis of the above, it proposed some corresponding countermeasures. The study is divided into six parts:The first part, reviewed a series of internal and abroad studies related to the study, explained the purposes, significance, innovation, rationale and assumptions of this research.The second part, proposed this research's design including theory basis, the research's hypothesis, the research's route, the research's method and so on.The third part, completed the scale of farmers' modernity by factors analysis. The level of investigated farmers' modernity and every factor were counted and analyzed. The statistical data shows that farmers have high level of modernity, but there was difference in every factor and it did not come up to high level of modernity at all.The forth part, described the situation of the investigated farmers contacting with the mass media, including the situation of contacting kinds, frequency, time, preferences of content, target and the using of mass media. Studies have found that television is the most important, the most crucial for the farmers. Second is newspaper. The last media is broadcast. Farmers like news and the content of agricultural science-technology. The news helps them to solve difficulties in their lives and work.The fifth part, explained the influence of the mass media on farmers' modernity, including the influence of the mass media on the level of farmers' modernity and every factor, personal factors having a certain impact on farmers' modernity, the influence of domestic and international factors on farmers' modernity. Statistics and analyses prove the mass media now plays an important role in improving farmers' modernity, and affects level of farmers' modernity together with other factors.The six parts, summarized the basic research conclusions, then it put several proposals and thoughts of how to improve the farmers' modernity. There was still something to be consummated.