"Lost Opinion Leaders"-Linxia Area Ethnography Survey Of Islamic Imam

Today's age is an age of information, but also various communication means the era of fierce competition, the traditional newspapers, television, radio, etc the mass media is the main means people obtain information Internet, mobile phones, and the fifth media four,3g, further broadened appear people obtain information channels, the speed of the people access to information. But in the rural society half open semi-closed, information dissemination unlike urban social convenience and timely, as various media also not like in urban society with common, but as diverse as absolute closed nor as occlusion rural community. Its TV penetration rate is relative taller, but other media contact rate is not high, the use of television in entertainment most also stay level.Especially in northwest mosslem in rural society, republic of traditional information acquisition modes namely religious leaders often is the information source, is information gatekeeper, they not only have to suffer "preach" for holy Muslim engaged in religious activities, leadership, but is also responsible for the task of information transmission of tasks. But now this information acquisition patterns gradually has been the mass media and active interpersonal communication, religious leaders spread replaced the decline of not only represents the status of emerging consumer culture and entertainment culture to minority rural areas, also representing the infiltration of ethnic culture gradually by the mass culture nibbling. The imam as groups spread of gatekeeper, as a traditional opinion leaders assume more important than general pilgrims in the face of responsibility, rapid development of transmission methods and huge amounts of information, he should not only as an information receiver, possible expand their sources and timely update your information; Also, as a communicator with selective timely and accurate information gathered by his transfer to pilgrims. But faced with such vast amount of information, the imam disseminators and recipients as a combination of special role, especially in rural society, whether the imam to assume so much information dissemination of information transmission task, his behavior and living conditions have been not for outsiders to understand.The letter divides into six chapters, the first chapter presents the research background, significance, problems and methods; The second chapter presents the basic situation of the scene; The third chapter in the research field, all-round by describing the imam to grow, life experiences and mass media exposure condition; The fourth chapter describes the imam transmission channel and spread the role of ego identity; The fifth chapter describes the pilgrims who HeGuCun Massachusetts the media contact body condition and information dissemination activity; The sixth chapter summarizes the imam and the mass media, pilgrims and mass media and the relationship between the imam and pilgrims, and the study on the problems of some new thinking.Through the research found that the imam media contact scarce, he is keen to use media, but the nature of work makes media in their life", and "discretionary, dominated the lack of media exposure, the way their minds, social intercourse activities, personal development, and many other aspects are produced certain effect, particularly the information deficiency in groups led to their relationship at a disadvantage, the role of imam opinion leaders has not so important in popularity, higher the mass media and active interpersonal communication, this once before the gatekeeper finally lost his due effect, became a living in mosques-the island in lost opinion leaders. The pilgrims in Massachusetts for the body, developed the mass media and mass, fresh information gradually changing people's thoughts and behaviors, they will no longer be the leader of the imam as public opinion, no longer will the gatekeeper imam as information, mass media and behind the information of their gatekeeper makers is, the traditional islamic values in the information age, face the challenge. Mass media age of different classes of pilgrims and different gender pilgrims plays a big or small role, but undoubtedly, traditional minority village is experiencing a revolution of spreading, the traditional information acquisition model has been replaced by mass media are developing rapidly emerging media.