Research On The Function Of Mass Media In Urban And Rural Areas Coordinated Development

In recent years, the problem of development and evolution of disparities between urban and rural areas became focal point paid by broad attention in our country. The disparities between urban and rural areas which enlarge day by day, as well as many negative influences brought from this are hindering Chinese society's comprehensive coordinated development seriously. For the reason of that, how to plan urban and rural areas coordinated development had already became the most important problem in social development of China.This dissertation incapably purely explores urban and rural areas coordinated development from angles of economics, politics and so on, but discusses the role of mass media which acts on urban and rural areas coordinated development from the communication. Based on the relations of the mass media and social development, this research inspects the status and function of mass media in urban and rural areas coordinated development in our country and suggests that the mass media which has the significant influence on social development has inseparable contacting with the coordinated development The author holds the view that the urban-rural dual structure has two contradicted functions in our country. On the one hand, the mass media uses its unique function to make great contributions for the rural economical, political, cultural, and social development and to accelerate the modernization of the rural areas. On the other hand, the change of characteristics of the mass media and the serious unbalanced present situation of mass media which exists in Chinese urban and rural areas has inevitably intensified expansion of disparities between the urban and rural areas and brought the adverse effects for the urban and rural areas coordinated development.In profits from the predecessors' achievements from fundamental research and empirical research and the reality of China, the author discusses how to use the mass media to advance the urban and rural areas coordinated development effectively and to play its unique actor in solving the serious unbalanced advancement between the urban and rural areas and to build a harmonious society. The author proposes that government should promote the development of public media faces the Chinese rural areas specially, which can be probably regarded as the novelty of this dissertation, and discusses operation pattern of public media mainly including function, localization and sources of fund and so on in the article.