The Exploration Of The Fine Circulation Between The Mass Media And Rural Development

Based on the developing communication studies, the thesis aims at approaching to the political, economic and cultural condition of the rural society. Thesis affirms that the mass media play an important role in promoting the developing of rural society. The rural society reaches its development of politics economy and culture by means of information service, technology and cultural recreation provided by the mass communication, instead, the development of rural society will not only influence and promote the development of the mass media , but take the government contribute a lot to make a great guidance of social function and stimulate the mutual development between the rural society and the mass media. As being fine circulation, the mass media, the rural society, and the government will keep in harmonious circulation. 　　However, the positive circulation of the mutual development is only the ideal condition. The condition of rural communication cannot be satisfied by people, because Chinese farmers turn out to be exiled and they tend to be the marginal community and the most enormous groups of communication receivers. We cannot deny the existence of information gap, the obstruction of information, the absence real service of communication system. Therefore, the essence and culture needs can scarcely be met in a long time. 　　The reasons will be discussed as follow: farms are both the weak of the market economy and the powerless community of the communication realm. Administration interference reduces the power of independent management and creativity from the mass media , which results in the less adjustment of rural reformation. On the other hand, the medium system of enterprise management forces the mass media to confront the double pressure of economic interests and administration adjustment. The tendency of choosing "urbanization" on the way of industrialization of the mass media directly leads up to the alienation from the rural society. 　　Identifying the powerless condition of rural society in the market economy, the government should provide more chance and assistance for the development of rural society and break down the ignorance to the rural society by the mass media under the present communication system. Furthermore, the government should establish the public service medium for the rural society as well as present rural communication strategy under the sufficient condition of the market. In addition, the government should not only create the medium environment for the rural development, so as to compensate for the absence of the rural public service, but maintain the interest of farmers, and promote rural development.