An Empirical Study Of Media Ecology In Xianfeng Village

Culture is a lasting power to push forward the Construction of the New Socialistic Countryside. In respect of promoting the rural culture construction, the medium has a pivotal role. Rogers, an American scholar, once pointed out, mass media is the catalyst for national modernization, it plays an indispensable role, not only in spreading political culture, forming the common political consciousness, but also in transforming culture, guiding the social politics.Although with the economic and social development, now, the coverage and use conditions of public media in countryside have had a great progress compared with the past, but a big gap still exists compared with city. From the perspective of media ecology, on the basis of empirical research, the article systematically analysises many factors which influence the media ecology in Xianfeng village.Learned through an investigation that, compared to surrounding villages, the media ecological status in Xianfeng Village improved significantly, but still manifests a certain degree of imbalance, such as media structure and function is not rational, the relationship between communicator and audience is out-of-balance, and the "information gap" between urban and rural will further evolve into "digital divide", etc.The reasons that lead to the unbalance of media ecology in Xianfeng village, including the restriction of government policy and media system, media facilities are not perfect, modes of transmission of media are improper, the obstacles of traditional way of thinking and ways of life, the education level and media literacy of farmers are low, and so on. On this basis, from two aspects of hardware and software, the article further explored the feasible countermeasures to balance the media ecology in Xianfeng village, and emphasized the importances of strengthen rural media infrastructure and keep the transmission channels open, and emphasize that only under the joint efforts of government, communicators and rural audiences, can effectively adjust media ecological balance, so as to better promote the long-term development of Xianfeng village, Xianhong experimental region and even the whole rural.