Mass Media And Modernization Of The Western Region Village

The Mass Media is the most-powerful determinant of the contemporary culture. The Mass Media Agenda-setting is the core problem in the research of Mass Media. The Mass Media inflects the society of urban and rural with the Agenda-setting. In contemporary China, the rural modernization variance with the Mass Media has the vitally correlation. In the western region village, modernization main factor and the Mass Media is same to exist a kind of indivisible contact. The Mass Media organizes occupy the media, affect modern society by the pattern as "input-frame ( medium-agenda ) -communicate-explain ( public-agenda ) " or "invest-produce-sell-consume", control the public topic, then control the public realm; Medium-agenda exists in medium texts, affects the public life-styles and individual behaviors, its main performance is the public-agenda that exists in society life; the Mass Media affects the society variance and modern process with this pattern; The public-agenda of the village exists in the life of village people, the Mass Media sets the public-agenda of the village in Gansu province with the medium-agenda, then, influences the western region village modernization progress; in this course, the individual factors of the audience are the decisive function, the village elite in the community develops the function of guide and spreads again at the same time; but the Mass Media sets the agenda-setting of village in Gansu province is a kind of single direction influence more.This paper combines the Theory Research with the Demonstration Research together, synthesizing to use the method of Sociology, Literature Research, Construction Type Interview, Observe, Content Analysis and Statistics Analysis, and so on, taking some audience in Yinchuan village and the cities of Gansu province, some Chinese Mass Media and Gansu province Mass Media in the research as target, exploring the relationships between the contemporary culture, communication and Mass Media, the characters of media agenda-setting, public agenda-setting and agenda-setting in Gansu province, examining the Agenda-setting Hypothesis, investigating the process of Mass Media agenda-setting in Yinchuan village, the effectvariables and the influences in the process of modernization in western region village. On the basis of this research, establishing the theory model of "pervasion-increasing pole", bring forward some creative viewpoint and policy advice for the government.