Study On The Influence Of The Mass Media To The Social Contact Of The China's Rural Peasant-worker

"Mass media" and the "peasant-worker" have become the hottest words during China's social transition period. There are much studies about mass media influence power, however, there is little work about the peasant-worker from angle of the mass media. This work, which combines the "mass media" and the "peasant-worker", is the very research that studies the effect of mass media influence power on the peasant-worker's intercourse manner. It would have great theoretical and practical importance for the studies of communication science and the peasant-worker problem.This study takes mass communication, media effects theory, sociology, psychology, and other basic theory as the support, combining with the methods of questionnaire and depth interviews. The media contacts and social intercourses of the China's peasant-worker from five districts of Shanghai (Hongkou District, Putuo District, Zhabei District, Minhang District, Yangpu District) were investigated and the statistical analysis was then carried out by SPSS software in order to use the specific data to reveal the effects of mass media on the social communications of peasant-worker.This research expatiates the theme in two main aspects: the first part is a concrete analysis of the mass media contact of the peasant-worker. The mass media contact was investigated from these two aspects of the mass media contact degree and content taste through accurate data statistics. Additionally, the taste and contact approaches of news and advertising were also researched. The results show that the mass media has played an important part role in peasant-workers' lives. Firstly, the symbol characteristics, quantity and content of mass media itself influence the level of mass media contact. Secondly, the economic factor and traditional factor also affect their media contacts. The improvement of theirs' economy enhanced their initiative in communication and provided them the possibility to purchase communication tools. Thirdly, the inveterate intercourse concept of consanguinity and geopolitical relationship which behaves as that blood is thicker than water influences the contact quantity of mass media and the trust degree of the content.The second part studies the influences of mass media contact on the intercourse manner through the investigations of "relativity" of Statistics using the SPSS software, simultaneously combining individual interviews for the supplemental research. The analytical data revealed that the mass media horizontally expands their intercourse objects and vertically deepens the degree of communicating. However, the changes of the intercourse concept of the peasant-worker caused by the mass media are limited in scope and very slow in speed, mostly behaving as the passive mode of action before the change of concept. Additionally, the influence power of mass media is affected by many factors, among them the economic factor which aims at making money has the most direct relativity.