From Divergence To Convergence A Study On The Development Of Chinese Rural Media

Coming up with the revolution of China,Chinese rural media progressed rapidly as an agricultural organization of P.R.China, esp. after the reform and opening policies released in 1978. However, along with the focus of reform changing from the countryside to the city, Chinese rural media suffered a lot in the late 1990s until the central "1st File" focused on "three Rural Issues" again in the following 11 consecutive years since 2004, which triggered a revival of rural media developments. Meanwhile,under the support of Internet technologies,esp. mobile Internet technologies,new media emerged abundantly and the divergence& convergence of rural media becomes an obvious trend.Under this background, to seek a better way for the development of rural media began popular.Among them,the Southern Rural Press started the Southern Agricultural Experiment and integration of Hubei Media Group, the agricultural TV channel brand — Longshang Channel seek for cooperation with agricultural capitals,the experiences of Chinese rural broadcasting cooperation, the promotion of agricultural cooperation in Hebei as alliances.Media convergence becomes a trend.The practice of the development of rural media in America,New Zealand, Japan and South Korea and other countries.also confirmed this point.However, there is a long way to go—Both of the construction of hardware facilities and more flexible farmers' media literacy are quite weak.Rural media progress as an independent media or as an official leveraging depending on the stakeholders giving up their certain profits. It's time to think more about the strategies of rural media developments which bring out a more effective mechanism for Chinese agricultural development and rural media communication.The present studies are more concentrated on the media business,economics, sociology,history,etc.than on the media Convergence with the comprehensive and systematic view and interpretation of ecology and the development of rural media development communication problems.It also brings an awkward that the "three Rural Issues" are seldom under the concern of along-term academic survey.This research will expand the media ecology, development of communication research perspective and the most cutting-edge media as samples to explore the clues and rules which are to be spread from the survey of the current usage of agriculture and rural media audience an important historical rural social transformation nodes and major policy events as the logical starting point, focusing on smart mobile-phones as a symbol of new media in the development of rural areas by use of theoretical interpretation, case studies and other research methods and a combination of industrial watchers via the first-hand information to reveal the contexts of new media intrinsic motivation and transformation logic development of rural media to seek of the interaction associated with social transformation and development of Rural Media, to extract the influencing factors and mechanisms between them.This dissertation tries to propose the development of Rural Media assessment and forecasting, dissemination of new trends in agriculture grasp and the main features of the new era of agriculture-related communication, thereby create a more effective Rural-propagation mechanism which is more suitable for the status and the "three Rural Issues" of China's current system.