The Mass Media And The New Socialist Countryside Construction

Nowadays, the social and economical situation of the rural areas forms the realistic basis, which is used to fathom the way of the populace media and the countryside development suitable for the Chinese national condition. Now the development of Chinese countryside which takes the countryside industrial structure adjustment, farmer own differentiation and the progress, the urbanization and so on as the foundation, is the development and perfection of the whole countryside society.The populace media constitutes the main body of information environment which the countryside development needs, and simultaneously through the agenda arranging functions and so on affects political factor such as policy environment about countryside development and so on. it is the noticeable society responsibility for the populace media to building good medium environment for the countryside development. The populace media provides the market information, the technical knowledge, and the cultural entertainment which the countryside development needs and so on, and promotes the rural economy prosperity and the social culture progress. The development of countryside society affects and promotes the transformation and the development of the populace media.But the current situation of the countryside populace media is unoptimistic, the farmer becomes the marginalization crowd of the populace media and the Vulnerable groups. Because the city and countryside disparity, the local disparity, the internal disparity caused by the farmer social stratum differentiation and the digital gap brought by the new propagation technology and so on, which makes the information ditch existing everywhere and becomes the biggest problem in the countryside populace media. The countryside information circulation is impeded. There is not truly served farmer's medium communication mechanism, and the farmer words power loses. In addition, the countryside spiritual and culture demand cannot be satisfied for a long time, and the spiritual poverty phenomenon seriously becomes the important reason for the farmer's material poverty, so that they finally can not gets rid of vicious circle of the material and the spirit poverty.Its reason lies in the chase of the economic efficiency and the neglect of the social efficiency. The problem of the credibility of the media in the nearly ten years dropping, as well as the lag and the flaw in the construction of public domain taking the media as the core, which makes the three agriculture not be able to obtain the public domain protection, and gain the words power, so that the marginalization problem of eh report about the three agriculture arises at the historic moment.Acknowledging the countryside weak trend status in market economy, we must provide more opportunities and the support measure for the countryside development, must renew our ideas in line with the basic thought which serves the three agriculture, guide practice by science development view, and perfect and develop the communication system. Therefore, this paper proposes the method to solves the question. The government and the media should unit to establish the countryside public service media, which can found the new medium environment for the countryside development, satisfies the information need in the countryside development, and makes up the public service flaw which in the current countryside society exists to a certain extent; through policy support, competition and supervision mechanisms and so on to safeguard legality and rationality of the public service media existence. At the same time, we should develop multiplex media, through the minute audience dissemination, the media's interaction, cooperation in every way, and the use of new medium and so on to coordinate the countryside populace media, construct he good information environment in the countryside development together, protect the farmer rights and interests, and promote the countryside development.