Application Of E·M·Rogers' Development Communication Thoughts On Rural Area In China

E·M·Rogers is one of the most famous communication researchers in the USA nowadays. As an important pioneer of development communication, his research has received wide concern. The innovation-diffusion theory, the relation of mass communication and the development of country influence in the process of modernization. This paper utilizes description, demonstration method, summarizing Rogers' development communication thoughts and joining with the situation of countryside media in China, analyzing his theory function of rural area in China.The text of this paper divides into four chapters. The first chapter is preface, including research background, research condition, research purpose, research method of this paper. The second chapter analyzes early development communication and Daniel·Lerner and Wilbur·Schramm's viewpoint of development communication, so as to analyze theory background of Rogers' development communication. The third chapter contains the origin of innovation-diffusion, the content of innovation-diffusion about Rogers, Rogers' thoughts on relationship of mass communication and the development of the country. The fourth chapter discusses how Rogers' development communication thoughts apply on the rural area in China, and analyzes the lack of Rogers' theory in application in our countryside.