Research On The Media Life Of Dashi Village Farmers From The Perspective Of Knowledge Dissemination

As J.Charles Sterin said in his book "the medium is the life",the history of the mass media was driven by a series of technical revolution,and every time the media revolution has brought great changes in social,cultural and political fields to make a significant impact on everyone's life,whether it is good or bad influence.In the era of "medium is the life",ways of traditional knowledge dissemination have changed greatly.People are able to get access to knowledge through a variety of channels.Except listening to the radio,watching TV,reading magazines,mobile phone,computer and other equipment also play a significant role receiving information.Reading e-books,subscribing the WeChat official accounts,browsing the blog and micro-blog as well as other new techniques,have already broken the limits of time and space.Under the influence of digital technology,the knowledge dissemination nowadays can be called the digital knowledge dissemination in more sense.It's more and more convenient to contact with media from the perspective of audience recently.People acquired knowledge mostly through reading traditional paper books in the past.In the contrast,digital reading and mobile reading are mostly and widely used by modern society,which have undergone tremendous changes.In the classification of audience,farmers are usually considered to be at a lower level of education.Their abilities to acquire and control knowledge are much lower than those of other people.Therefore,choosing farmers as a special perspective of audience is of great' significance to the study of people's media and knowledge life in the process of the digital knowledge dissemination.Dashi village is a natural village in Shazikou street of Laoshan District,Qingdao,Shandong province.This study takes these farmers in this village as the main research objects,using literature method,case analysis method,questionnaire survey method,data analysis method and interviews with farmers to study this audience.On the same historical background,we interviewed some farmers in different stratums,and different cultural levels.Through the investigation of the farmers,we can observe the media life of the current farmers.From this research perspective,we are trying to know what kind of knowledge farmers need and want to get access to,meanwhile deeply exploring their roles in the dissemination of knowledge.Through the questionnaire survey and individual interviews,the author draws the following conclusions.At first,TV is still the strongest media with the highest frequency for farmers.Secondly,interpersonal communication has the greatest impact on farmers by the media.Thirdly,agricultural production is the main purpose of farmers to acquire knowledge.Fourthly,WeChat is appreciated in the farmers' groups.Fifthly,non-intellectual farmers which are also called modern illiterate are trying to join the ranks of new media users.At the same time,the author also found some problems in the research.For example,the weakening of the traditional media function influences some audience groups to get information,the farmers' ability of discriminating media content is weak,and the knowledge gap between urban and rural areas is widening and so on.