A Study On The Situation And Solution Of The Mass Communication In The Southwest Rural Areas Of Henan Province

Constructing socialistic new country and socialistic harmonious society, mass media plays a positive role . However, there are some rural areas in central and west of China, mass media is very backward. Southwest of Henan province is the juncture of central and west part of China, it is also a typical rural area. Author visited and investigated a lot of countries in the area, investigated peasants'possession rate of mass media, peasants'times, contents, frequencies, hobbies of using mass media, rural peoples'ways of getting information and satisfaction to mass media by ways of conversation and questionnaire. The datum and notes were analyzed and sorted out carefully.Investigation demonstrated that radio, television and telephone(including mobile phone) have a high possession and usage .On the contrary, newspaper,magazine and computer have a low possession and usage .The type of mass media is very single in the country, the function of mass media is not also elaborated fully. Rural audience dissatisfied the radio and TV shows. Otherwise, mass media especially radio and TV are making vigorous attempt to break the rural traditional culture. The rural traditional culture is declining rapidly. The main reason is that economy is less developed in the rural areas, in terms of"hardware"and"software", they can not use mass media conveniently. With regard to mass media , rural programs can not make a lot of money and advertisement is not developed completely.Developing the mass communicational services in the poor countryside. Firstly, we should develop the economy quickly, so that relieve peasants from strenuous physical works. Secondly, we should regulate the structure and balance the function of mass media. Building up rural mass communicational pattern in the less developed areas gradually.The rural mass communication cause is an important component of the construction of socialist spiritual civilization. If the mass communication system become more prosperous in the rural areas,"knowledge gap"that between rural residence and urbanities will become narrower. Socialistic new country and socialistic harmonious society construction will have an intelligent strong support. As a model of rural areas in middle and western China, we should sum up the experience that developing rural mass communication in the southwest of Henan province in order to will be learned by other rural areas in the middle and west of China.