Modernity Consciousness Analysis To Mass Media Reports On Farmer

Personal modernity consciousness includes some basic qualities that are compatible with modern society such as understanding attitude, ideas, values, behaviour . It can reflect the people's level of modernization. Modern mass media is considered to be an important factor in the study about the individual modernization and an important means to improve people's modernization level. In China, if farmer who are a large group can't achieve modernization, there will be no modernization of the society. Therefore, facing the interaction between urban and rural areas in the period of social transition and the strong influence of the mass media, this paper shows multi-level analysis to the farmer's modernity consciousness state reflected in reports on farmer. I hope this paper can play certain role in building our harmonious society in China and improving the modernization level in the process of socialist modernization instruction.Adopting the methods of combination of theory and cases analysis and of content and qualitative analysis. This paper analyses the modernity consciousness reflected in the media reports from three angles.The first part mainly uses empirical method and chooses four marketable newspapers as samples to analyse the values reflected in reports on farmer.First, According to the theory about relationship between people and media ,"resort" theory and the theory of group convergence ,the paper asks some questions and make an assumption : reports on farmer can demonstrate the media value leaning , the value leaning reflected in reports on farmer has some differences in different regions.Second, this paper regards "value leaning " as a valid indicator to inspect mass media modernity consciousness. The form and content of reports on farmer of four marketable newspapers are statistics and analysis objects. The assumption is founded right at last through the hypothetical test .Through analysis, there are some value leanings approved in the reports on farmer : reporting farmers, following with farmers; tending to report image farmer, positively paying attention to farmer; concerning farmer's subsistence in different careers; paying attention to the vulnerable groups among farmers and safeguarding their legitimate rights, caring spirit of the humanities. But , there are many issues that require a high notice in the value leaning: isolation, lack of deep excavation to subject matter; farmer are marginalized by media, farmer image is low reappearance; female's low reappearance. The traditional concept clearly exists on gender power relations in the media. Age structure of farmer is imbalance. Reports on farmer lose objectivity and truth in the macro sense; Marketable media still regard farmer engaged in a wide variety of careers as peasant in the meaning of status, Thoughts are limited by the old concepts of the framework of the urban-rural dual system; Farmers seriously aphasia in the reports, Mass media dosen't liberate from the traditional model of one-way propagation; Marketable newspapers in different areas have siganificant distinguish in humane caring and attention level to farmer.Therefore, the media should take social responsibility, times responsibility and historical responsibility as the highest pursuing of value leaning to achieve social information dissemination, spread the modernity concept and build a modern civic ,maintaining, harmonious and stable society.In the second part, the article points out that the modernity consciousness of media reports on farmer and focuses on the impact about modernity consciousness to social policy of government and audience's value.First, author takes body consciousness, innovation consciousness, equality consciousness, participation consciousness and scientific consciousness as indicators and analyses current modernity consciousness state in the media reports on farmer: Body consciousness in reports on farmer only remained at a low level, with an apparent lack of thoroughness; With a certain degree of innovation, but innovation is still in the bondage of certain old concepts; Although the reports are true and scientific in the micro sense, inspecting from the macro social environment, media reports on farmer lost truth , lack of science; Such participation is not essentially complete, although viewing from surface, participation consciousness exsists, ignoring even denying the dissemination farmer's rights who are one main groups in the transmission process; Equality consciousness is not obvious with a certain degree of prejudice and gender discrimination.Generally speaking, the mass media both have the lag consciousness under the old system and the traditional concept and some modern consciousness suiting to the development of modern society in the process of the transition from traditional society to modern society .However, overall modernity consciousness is not obvious. The degree of modern consciousness of mass media in diverse regional is different.Secondly, the modern consciousness in the reports on farmer to the social policy of government, audience's value leaning has certain positive impact. However, there are more negative impact.They can hinder the cultivation and perfection of the modern consciousness. Media practitioners particularly needs to concern the situation.In the third part, because the modern consciousness is not optimistic in the mass media reports on farmer ,author thinks that modern media practitioners need to upgrade consciousness level and point out several recommendations in order to enhance media practitioners'consciousness : Media practitioners should improve media understanding level and enhance the ability to transmit high-quality information; providing public discourse space for farmer, keeping with the transmission from one-way transmission mode to two-way interactive mode; enhancing media practitioners'social responsible consciousness, underlining the humanistic spirit in the report on farmer ; depth interview.,expanding coverage ideas.,liberating from "rigid stereotypes," showing an accurate farmer's image, underlining the equality consciousness; strengthening cooperation and exchanges and pursuing the common values which can be compatible with the social development.In short, mass media and media practitioners need to change their concepts under the new era environment in reports on farmer, adapt to the new changes and the new requirements and enhance modern awareness. This has positive significance in building our harmonious society and promoting the socialist modernization construction.