The Media In The Traditional Process Of Rural To Urban Influence

In recent years, the Chinese government pays more and more attention to new rural contribution, aiming to bulid a group of new countrysides. Tianjia-Village, which located in the Hanchuan economic and technological zone, Hanchuan City, Hubei Province is coming to this tidal wave. On one hand, the residents of Tianjia-Village are affected by the modern civiliazations, on the other hand, with the urbanization process they have to face the fact that they are losing their land. That the residents of Tianjia-Village are becoming modernization rural, in the changes of Outside influence and their own living environment, will be a trend. what role in the process of Tianjia-Village urbanization the media will play, is the most important points in this paper.In the specific process of this study, combinded with my way and imitation questionnaire designed in rural areas by Professor Fang Xiaohong, I made the Tianjia-Village survey sample to survey the rural residents, including media ownership, media impact on the rural residents, rural residents, and a new attitude on the media and other parts of rural residents, using SPSS16.0 for Windows to collect statistics.Though analysising and summarizing, following questions exist in the process of the traditional media is coming to urban areas: First, peri-urban rural residents remains a single channel to access the media, mainly television, and lack of effective interaction with the media; Traditional media,especialy the newspapers and radio in rural areas have limited market share; but new media, like networks and the mobile phones which growing with a rapid speed in suburban villages, are welcomed by rural residents. Secondly, the rural residents have a higher standard of living, but their ideology does not keep pace with economic development, which is still unable to compete with the level of economic development, so there are still gaps with New Rural Village residents. The main purpose for them is Entertainment, and information utilization is not enough. Thirdly, although the peri-urban rural residents are satisfied with the work of the media on providing information, but the media still can not meet their knowledge and information needs.In the process of the countryside to urban, the media still have some problems. This article attempts to give some suggestions on the area of government, enterprises, media integration, village collective and individual residents of rural areas.