Goods, Gifts Or Public Goods?

Comparing with the city, the rural society has been in the thirsty of information for a long time. As a result of information shortage, the peasants did not format a right realization of the survival condition of themselves' and the outside world. Based on the communication idea of Marx's Materialism, This discussion think the communication technology promotion have a huge influence on the social life and the economy development of rural area. In concrete research process, we adopted the social exchange perspective of sociology and case research. The findings indicated, when the mass media demanded by peasants of entertainment primarily, peasants think the mass media as the gifts and favor free uses of it. When the mass media demanded by peasants of usable information primarily, they have a more understanding to commodity attribute of the mass media and prefer to use it by paying. When the mass media demanded by peasants primarily as a method of knowledge gaining and value satisfying, they have more anticipation to the government responsibility to it. They hope the government giving more financial investment to satisfy their demand of it. In the providing process of the countryside mass media production, mass communication media in rural area has acted the gift, the commodity and the public goods separately under peasants' different demands. In the disseminating and accepting process, it has formed gift logic, commodity logic and public goods logic of the mass media separately.