The Exploration About The Viewership Of Communication In Rural Areas In The Range Of Vision Of The Development Of China Countryside

This paper explores the TV communication in rural areas, in which some professional communicators who understand the social production and life in the countryside very well, produces and spreads information through specialized TV channels and programs to the fanners effectively. The whole spreading process and related form, state and effect, are all included in the concept of TV communication in rural areas. Compared to other communication styles, there is a lot of difference in some aspects, such as the request of the professional communicators' attainments, the focus of the social function of communication, the audience attributes and profile, and the operating mechanisms, etc. It's necessary to build a system with Chinese characteristics for TV communication in rural areas, referring to the theories and practical experience of TV media in the developing process in other countries.This paper is based on the current situation of communication system, the medium, the audience, the message and the effect, combining quantitative and qualitative research methods and taking as an example. It tries to find out the demands of the viewership in the rural areas of China in six ways: the natural condition, the habit of watching TV, the psychology of receiving message, the tendency of choosing information, the quality of information and the influence of TV. This paper also explores the relations between the receivers' demands and the effect of TV communication in rural areas, analyses the causes of the system, pattern and effect in TV communication in rural areas as well.Based on empirical research and analysis, the paper theoretically discusses questions in four aspects, namely about the main body of the audience, the relationship between communicators and the audience, the profile of the rural audience in current situation and the media access in TV communication in rural areas. The paper concludes that it's essential to build a main body of the rural audience to resolve some problems such as the stereotype and stigmatization of rural audience in the media, the myths about homogeneous cognition, and it's the fundamental issue that emphasizing the right to speak and the right to access mass media of rural audience in the communication process.The creative points of the paper are as following:Firstly, it uses longitudinal research method based on field observation and onsite inspection instead of explanatory study resting on statistical data and phenomenological description. Therefore there is an innovation in research method;Secondly, this paper examines the TV communication in rural areas adhering to principles like objectivity, expansibility, comprehensiveness and practicalness. Therefore, there is an innovation in research ideas;Thirdly, this paper focuses on micro-dialyses and macro-survey targeting the rural audience in Shandong Province, the largest province in agriculture in China. Thus there is an innovation in breakthrough point;Last but not least, the paper concludes that the construction of the main body of rural audience is the key to success in TV communication in rural areas. Therefore, there is an innovation in viewpoint.It's indubitable that TV Communication in rural areas should play important role of building a new socialist countryside in China. Therefore, it should be an important project in media research to study the current situation of TV Communication in rural areas and to grasp the special communication rules in this field.