Research On The Participatory Rural Information Communication Mode In Ethnic Areas Of Western China

It has nearly 30 years of history since the communication research was introduced to mainland of China.During this period, The center of Communication research always focus on city development, the countryside has been at the edge of the information transmission.In the Chinese media structure, political and commercial mass media grow rapidly, while the public media and community media development is insufficient. In China’s urban and rural dual structure, the center of the mass media system construction is based on city. There is an obvious urbanization, elite, market orientation On the Coverage, audience positioning, communication content, information sources of mass media.On the one hand, The mainstream top-down mass communication system has insufficient attention to the rural, On the other hand, the one-way communication system is lack of pertinence, as a result, the contents is not suitable for, transmission way does not adapt, communication effect of the ideal.This article embarks from the perspective of development communication studies,Combining the theory of rural communication and social change, taking Case Study of Mao County SongPingGou Town in Aba Tibetan and qiang autonomous prefecture as example. Using field research, in-depth interviews and participatory observation research methods to describe the information dissemination of Provincial demonstration pilot project of rural culture construction in SongPingGou town.Especially taking An investigation into demonstration pilot project of rural cultural radiation of asphalt pavement to analyze the villagers’ access to information, requirements, feedback and information communication effect and so on.In 2013-2014, I took investigation in aba Tibetan and qiang autonomous prefecture in SiChuan province many times,and I found that there are serious drawbacks in mainstream top-down information communication mode,the absence of endogenous community media and the new media and social media tools lack of survival foundation. Mainly includes:The imbalance of access to information and information demand; Local media unable to meet the demand of villagers’ information; "whole village Coverage" informatization construction tends to administrative;The rural economic development and industry development plan do not use the "local knowledge", Just on the basis of expert advice and related policies;The current "Seven rooms one center" construction of rural community media does not undertake he role of information transmission and information feedback, Even become a kind of decoration, There is no change and difference on communication effect Compared with the traditional mass media. There are some reasons,like economic and cultural level and the villagers media literacy,But from my research I found that the most important reason is that the top-down model hindered the information receiving and feedback of the villagers, Villagers have no voice and feedback channels and Community media and endogenous media missing or dysfunctional. This is the key point of this article research focus that Traditional "top-down" information transmission model have shortcomings and deficiencies,Rural society information dissemination need to start from localization,Looking for suitable community media. Based on those research,Build rural participatory information communication model that conforms to the rural social development.