Research Of The Peasants' Access To The Mass Media In Central And Eastern China

The Three Dimensional Rural Issues(rural economy, rural development and rural demography) have been big problems of China which are of most importance for a long time. And the chief one is"rural demography"which related to Chinese peasants. The popularity and the development of the mass media in China are vital for the development of the countryside; in the other hand, development of the countryside and the popularity of the mass media among the Chinese peasants will also accelerate the development of the mass media. The two aspects will infect each other mutually. Furthermore, the popularity and the development of the mass media are not only vital for the countryside, but also for the whole nation.In order to know whether the Chinese peasants have fully access to the mass media of all kinds and whether they do have enjoyed the conveniences offered by the mass media, we have launched a social investigation on the relationship between the peasants and the Ads in central and eastern China by means of handing out questionnaires and extracting the information from them.After analyzing the statistic datum we have extracted from the questionnaires, we have found out some characteristics and problems of relationship between the peasants and the Ads, including the aspects of to what degree the peasants can have an access to the mass media, how and how often they have an access and the preference of them. In addition, the function of mass media theory, audience theory,"Knowledge Gap"theory and the problem of"Digital Gap in China"have also been referred to or discussed in the dissertation.The research sampled of the peasants in central and eastern China, but it can be a very good reference for the further research on the relationship between the peasants and the Ads in the whole nation. And, theoretically, it may have some helps for solving the Three Dimensional Rural Issues as mentioned at first and realization of"The New Countryside in China".