The Survey Of The Need,Motivation And Situation Of The Media Contact By The Old People Of Hebei Province

This paper sets the background of the aging society of China, and worked through the case interviews and the questionnaire survey method. I choose some major cities of Hebei province as the research objects to investigate urban old people's exposure conditions on the media. I investigated the general situation the media contacts of the olds, and analyzed the relationship between media contacts and personal background factors. I also investigated their media access needs, motives and feelings, analyzing the characteristics of media audience engagement of the old age and presenting the guide recommendations to the media program for elder people. Based on the above analysis, I concluded that the demand growth for the older media brings opportunities for media development. And the media also faced lots of problems that the aging crisis brings. What countermeasures will the media take in the aging time to achieve healthy and positive aging process is told at the last part of the paper. This study is divided into four sections:Firstly the paper introduces the purpose and significance of the study. It also describes the concept of aging, healthy aging, positive aging and the relevant research at home and abroad .At the end of this part I introduced the basic framework and methods used in the study.Then I describes some of the questionnaire designing and implementation of the paper, including: questionnaire designing, questionnaire reliability measurements, the place chosen and the object selected of the investigation, determining the sample size, sampling methods and processes, sample collection and so on.The third part is based on the results of investigation and interviews, from which we analyzed the basic conditions and characteristics of the media contacts of the olds. We also analyzed the characteristics of the media needs and motivations of the elder people. Then we made a comparison of media contacts between the urban and country olds.The fourth part explains the impacts of the building of elder media on the media industry and profit-building effect from it. With the growth of the demand of media for the old, it also brings opportunities for media development. Meanwhile, the aging crisis that the media faced is real thorny issue. To solve the problem, the article raised that the media should take some responses to achieve healthy aging: changing the existing concept; getting the psychological characteristics of the old audiences; focusing on the programs to build media brand culture; striving to innovate and setting a positive social image of the old people. Then the paper anticipates the future relationship between the media and the olds.At last, I summed up the lack of this study.