The Effect Of Mass Media On Spiritual And Cultural Consumption Of Rural Audience

In the dissertation, the Wakou village of Xiantao country, Hubei province was investigated and interviewed using the combination of questionnaire investigation and individual interview. The influence of mass media on spiritual and cultural consumption of rural audience was analyzed through the description of the media possessionship, media contact behavior and spiritual and cultural consumption, and so on. And the relevant suggestions were also put forward to promote the spiritual and cultural consumption of rural audience by the mass media. The obtained main results are as follows:(1) The mass transmission routes that the rural audience received the various information about the spiritual and cultural consumption, were watching TV firstly, reading newspapers secondly, and listening broadcast thirdly. As the mian channel of contacting external, TV has profoundly influenced the rural audience's spiritual and cultural idea and activity.(2)Aaccording to the case and other relevant research results in this paper, the spiritual and cultural consumption were influenced by the frequency and time of contiguity with media of the rural audience in some degree. For the kinds of spiritual and cultural consumption, the significant differences exited in the educational consumption and contact frequency on book. To the audience reading book regularly, the educational consumption was higher. The young audience with more media contact have more abundant and more high-quality spiritual and cutural consumption than the old audience with little media contact.(3) The spiritual and cultural consumption of rural audience has a certain correlation with the media content preference. That is consumer motivation of rural audience was consistent with the content preference of media contacted. For the rural audience, the attention of the program content about the news information and knowledge in mass media was promoted by the development of high-level demand motive including cognitive, seeking knowledge and aesthetic. The rural audience leaned to accept the media and the media content only when the mass media content could meet the high-level demand motive of cognitive, seeking knowledge and aesthetic of rural residents.(4) The rural audience are not satisfied the guidance of mass media on spiritual and cultural consumption. The spiritual and cultural of peasants are deficient, because the mass media is vacant in rural area, the media content is not consistent with the demand of peasants, and the rural content is rare.(5) In modern society, the mass media has profoundly influenced the spiritual and cultural activity of people, promoted the improvement of spiritual and cultural quality, changed the culture of the society, and influenced the culture changes of the rural society.