A Study Of Media Ecological Environment In Xinjiang Rural Region

According to viewpoint of developing-communication-studies, the mass media play a very important role in promoting modernization of rural region. Xinjiang locates at the northwest of our country, which is a typical farming and animal husbandry provincial area., has a vast territory and many nationalities, Therefore, strengthening the mass media in rural region not only can give impetus to the development of Xinjiang rural region, but also can safeguard the stability and unity of Xinjiang. This article will use the theory of media ecology to analyze the survival condition of the mass media in Xinjiang rural region and its exterior ecological environment which restrictes the development of the mass media.Through investigation and analysis, we find that the media ecosystem in Xinjiang rural region is seriously unbalanced. On the structure of media community, the mass media such as newspaper, radio, television and network, lose balance gravely in the rural area, presenting abnormal pattern of "the television outshines others". On the function of media community, when the audiences of rural region contact the mass media, they often give first place to entertainment and amusement, however, they are often indifferent to the function of information communication and cultural inheritance of the mass media. The natural environment, political environment, the economical environment and the cultural environment in Xinjiang rural region is the main reason to the unbalance of media ecosystem.On the basis of analysis and investigation on media community and media ecological environment in Xinjiang rural region , we draw a conclusion: Improving the media ecological environment in Xinjiang rural region needs the government to carry on the public policy intervention , it also needs the mass media to strengthen a sense of social responsibility, increase the information about agriculture, rural area and peasant ,improve the effect of agricultural program ; On the other hand ,we must increase peasants'income, enhance their cultural quality and media literacy. Finally, it also need to use the village broadcasting station(room)perfectly to establish a set of information network which cover rural region from the spot to the surface.