The Research Of The Development Of Provincial Rural Newspapers Under The New Rural Construction

From the early days of New China to now, provincial rural newspapers have gone through nearly half a century of history. This paper takes the development of provincial rural newspapers as the topic to research, and tries to propose reasonable suggestions and countermeasures about the development of Provincial Rural NewspapersThere're nearly 1.3 billion populations in China, and farmers accounts for nearly 800 million and accounts for 55.06% of the total population, and they live in rural areas. Although this ratio is lower than the beginning of reform and opening up-82.08%, but the rural population remains a major component of our population. For the mass media, this would be a potentially huge audience. Has been to now. the media touching state of China's farmers is not very good, and for long time, the media structure in rural areas is unbalanced, while, the provincial rural newspapers-which specially serve for the "SanNong", its development status also cause for concern. At the late 80s and early 90s of 20th century, experienced the glorious in 80s of 20th century, the provincial rural newspaper began a decline. Today, although some provincial rural newspapers'development is reported to the positive trend, and the impact in rural areas has gradually become larger, but, most of the provincial rural newspapers'development-status is not good, in the media market, the provincial rural newspapers are disadvantaged. The provincial rural newspapers'development can't be separate from their own efforts; however, the role of the external environment must not be ignored. Since to develop by taking the market-road, the provincial rural newspapers depend on the external environment more and more.January 2010, the CPC Central Committee has once again released the first-document about "SanNong". Since 2004 to now, this is the seventh first-document about "SanNong" which are continuously released. In recent years, the state is promulgating more and more agricultural policy which is benefit for "SanNong", the "SanNong" has received increasing attention and increasingly become the focus of attention. August 2006,《National newspaper publishing industry's Eleventh Five-Year Development Outline (2006-2010)》expressly advocate to pay attention to the development of "SanNong" newspapers. Whether the policies are directly benefit for "SanNong" or the rural newspapers, it's the opportunity to development of provincial rural newspapers." Social development and the role of mass media is mutual, with the continuous building of New Rural Construction in depth, the "SanNong" is in the event of a huge change, for the media, these changes are deeply affecting them, especially rural-related media. Under the New Rural Construction, the changes of external environment are having influence on the development of rural-related medias.This paper is divided into three parts. The first part is a general introduction, which describes the topic resource, the state of researching and the topic's contents, methods, significance, innovations and losses. The second part is the main body, the main body has four chapters, the first chapter, firstly, introduces the history of rural newspapers by three phases and analysis the current condition of provincial rural newspapers and efforts of provincial rural newspapers in rural areas. The second chapter talks about the provincial rural newspapers in the rural ecological environment, mainly from four parts-the policy environment, rural hardware environment, rural audiences environment and rural media structure, this chapter analysis the presentation of external environment which affects the provincial rural newspapers in the new era and the impact which is produced by the external environment on the provincial rural newspapers, in the part of the rural media structure, this paper also displays the current status of farmers'media-contacting. The third chapter researches the development countermeasure under the angle of public welfare. Just be different form the previous examinations which are from profession view, this paper reports that the provincial rural newspapers should be used as a public welfare, and analysis the system and property of provincial rural newspapers. Under the market mechanism, despite the development of individual provincial rural newspaper is better, but the vast majority of provincial rural newspapers'development is worrying, and their role in the rural areas is inadequate. With a weak economic foundation and the weak external environment, if the provincial rural newspaper want to grow up and play a full role in rural society, the market mechanism is not appropriate for them. And the media touching state of farmers is not very good, with that farmers have difficulties in reading newspapers, so the government should divide the provincial newspapers as a public welfare newspaper and let them withdraw from the competition of the medias, and this can solve the problems that farmers have difficulties in reading newspapers to some extent. And in the current policy environment, it is feasible. The fourth chapter takes the Anhui Daily.Rural Version as the example to describe the matters in processing provincial rural newspapers from content and form. The third part concludes the paper's author's impression and the paper's deficiency.