The Analysis Of Medium Development Influncing Rural Political Communication After Founding The Nation

The information dissemination medium has been played the most important role as a passage of political communication in the political system. Medium's almost entering and influencing all political activities. As the passage of political communication, it takes the important mission by which the government exchanges information with common people.Before the reform, dissemination medium which limited by science and technology economy contains broadcast meeting newspaper and document. Along with the development of information science and technology, tradition dissemination medium get development and become popular. The number of television user increases quickly in village. Television becomes a kind of important channel in political communication. Meanwhile the broadcast and newspaper process reformed to new characteristics.The information dissemination is passive dissemination before the reform. In this period, the need of farmer to political information is few. Farmers passively receive various policies and implement firmly. There are three characteristics in information dissemination. First, the content of dissemination is strictly controlled. Second, information is unidirectional; moreover, information is disseminated by oral. It enters a new time called initiative dissemination that all kinds of medium coexists, for example newspaper, the broadcasting station, the television station, the internet and so on. Farmers have very strong independency in the information choosing. There are three characteristics in this period. First, the political dissemination medium is diverse. Second, the information content is abundant. Third, information interacts.The development of medium makes the political communication change from one-way dissemination to bidirectional dissemination, moreover, it reduces information distortion phenomenon. It played the surveillance and the participation decision-making role in influencing government behaviors. For the fanner, the development of the medium changed their life habit and value, rose their participate consciousness and died down the information hegemony of the village.