| The key factor of building a well-off society in an all-round way lies in the countryside and that no farmer's better-off life, no the whole nation's moderate prosperity. Viewing from the current situation of the countryside in the west of Henan Province (called as West Yu hereinafter), this dissertation discussed the relationship between the well-off countryside construction and the mass communication. Through field visits and surveys, farmer's media capacity has been investigated as well as their frequency of contiguity with media, motivation and their preference of the contents. Based on those investigations, farmers' consumption demand and preference of media have been analyzed as well as the insufficiency of media supplies. Media is expected to speak with facts and broadcast more about farmers, but it has been far away from those expectations from farmers due to many kinds of reasons. The development of mass communication in countryside is rarely suited with the demands of a comprehensive construction of a well-off society. Taking West Yu as an example, this dissertation studied in detail of the characteristics and the current situation of farmers and analyzed the function of mass communication in the political and economical culture of West Yu countryside, with the related knowledge of communication theories, sociology, psychology and politics. It has also been promoted in this paper that West Yu countryside is still in an interpersonal communication-oriented society and that media towards rural youth should be emphasized and the idea that mass communication is the activator to make farmer transient from tradition to modern in their minds. This dissertation is also expected to draw more attention of scholars on the research of mass communication's influence on countryside. |
