Mass Media And Peasant Modernization Activity Research

Based on sorting out and researching the modernization and development mass communication theory, by inspecting the mass media's exertion in three times'peasant modernization activity with representation, the paper analyzes the current media and countryside society's changing reality and take the treble perspective and research the mass media and peasant modernization systematically.From the modernization sprout in 14th century to the industry revolution in 18th century, they gave rise to the western countries'modernization and mass media's development. With the development of communication technique, the mass media develops fast. From the taking photo, telegram, phone and the film's invention to the broadcasting, TV and internet's usage in 19th century, its own role achieves the change from an information provider to civilization torchbearer to the social discource manipulator, it has been an independent power that influents industry evaluation, political development and civilization changes. The mass media's development interweaves with the modernization and it gives great influence to the country and society and it also promotes the world civilization, changes people's experience to the actual life and the surrounding world and influents the human civilization development process. So the mass media and modernization are all important topics in communication research.The mass media is the basis of modern civilization and culture. It sets up a series of system with vivid characters and forms a series of perfect communication system, without it, the modern civilization cannot emerge in the world and transmit to the public. The mass media is the national modernization's accelerator. The national reform will and policy can transmit through the mass media. Under the social background, the important and serious reform can be roused in the civilization system and modernization direction. The mass media gives its independent power in forming the personal modernization. The communication technique's development and mass media's information content influent and change our social communication and yield every kind of function and effect and arouse our mental and physical improvement. From 18th century, China starts its modernization. From the national construction to the social civilization to the personal psychology, the fierce social change takes place. To be the social development's result, the mass media reflects, transmits and influents the modernization. The section one of the paper discourses the forming course and development course from the modernization theory to the human modernization. Based on inspecting the personal modernization and Chinese basic condition, the writer provides the important topic of peasant modernization.China not only owns the longest farming civilization in the world history and also owns large amount of peasants that occupies 2/3 of China and 2/5 of world. The peasant is the value body of Chinese modernization. So we can't ignore the peasants, even consider them from the basis. During the mass media relates the countryside society, the newspaper's function is defined to be knowledge edification, the broadcast--- "the propaganda revolution" weapon and the television---the helper of the family fortunes becoming rich. The mass media and the peasant modernization have the intensecorrelational dependence.The mass media and peasant modernization are rooted in the modernization theory soil, especially the personal modernization. The modern theorist holds the opinion that the social production relation, social relation, living way and thought opinion changed during the modernization. The marketization, industrialization and urbanization are the vivid performance. And the people's modernization is the modern personality based on the change of people's attitude, value tropism and behavior mold that aroused by marketization, industrialization and urbanization. The people's modernization is the basic factor during the national modernization. From the aspect of communication theories, the mass media and peasant modernization belong to development communication, which developed from the middle stage of 19th century. Considering the actual need and the great influence, we can research and discuss the mass media's role and function in the developing countries modernization. And we can exert the proof research method to provide and form a series of representative opinion; the core is the mass media's vast improving power in the country's development. The section two in the paper analyzes the relationship between mass media and peasant modernization by combining the inspection to the modern countryside social historical change and also provides the peasant'discourse power problem that imposes important influence in current China.The last section of the paper introduces current mass media and peasant modernization way. Our country has been the key historical era of modernization. But the peasant's modernization quality level is not high; the countryside social development has not achieved the modernization standard demand. And there is distance compared to the city life and modernization. And there is uneven among east, west and middle part of countryside. The mass media doesn't give its influence, specially the mass media likes to run after social politics, the peasants lost the discourse power. The main performance is that the mass media did not propagate the peasants'needed market information and science and technology effectively, did not afford the duty to educate, did not improve the peasants'culture life and did not propagate or protect the excellent traditional culture. It is related with the mass media's running after economical benefit and relying on city market's running. So the mass media must face to the peasant modernization's real need. Based on the research, it should influent its own character and erase the problem, set up the platform that is easy to communicate for the peasants and citizens, build the bridge of cultural civilization and modern civilization in order to increase the peasants'income, set up the peasant's discourse power and increase the peasant's media literacy and develop the countryside civilization service. At the same time, the new countryside construction and the peasant modernization provide vast market space for the mass media; it is also the important power to reform the media and gives the basis for the mass media's conformity and continuous development.