The Research Of Mobile Phone Of Rural Area At Changsha

The rural areas of China and its media environment have changed a lot with the advance of the modernization process. Mobile phone, which is used to be a symbol of identity and status, is not a wonder product any more. In the last, the development of the city's mainstream media is always perspective theme communication concerns in China. Along this line of thought,the research of rural communication is edged. Although the media technology is relatively well developed, the benefits for farmers is very limited. In this context, in order to better enable rural residents to share media technology advances and to provide theory and practice support for the ongoing construction of new rural areas, we choose Langli Town and Huangxing Town as the target research places, which are two villages in Changsha. Firstly,we preliminarily understand the mobile phone usage in rural areas, and then the outline lists of the interviews and establish variables, lastly scientifically design questionnaire. In the implementation process, combining methods of questionnaire survey and deep interview together, the author has visited more than 200 rural families and taken back 160 effective questionnaires. The contents of deep interview have also been recorded to be researched. We find that rural residents aged more than 16 own mobile phone commonly. From the perspective of internal demand of mobile phone consuming, the most important consuming motive is its convenience of communication. Work need, saving telephone fee, being fashionable are the subordinate motives. From the perspective of external stimulation of the consuming, word-of-mouth in interpersonal communication plays a big role. Besides, some traditional advertisement styles like outside wall ad and sales promotion information in business lobby are also taking effects. Different job characteristics have different consumption in function. Communicating is the vital one and network function has the least consumption. In conclusion, mobile phone is widely used in rural areas for its own advantages such as its mobility, timeliness, individuation, privacy, convergence with other media and so on. We also find that as a method of delivering information, main body of mobile phone communication has characteristics of Chinese tradition rural areas. The circle of genetic relationship is dominant in main body of communication. Communication effect and content will be various due to the use of the mobile phone in different communication styles including mass communication, minority communication and interpersonal communication. As a method of interpersonal communication, the content of mobile phone mainly concludes job, emergency, daily, greetings, chats and so on; as a method of minority communication, that mainly concludes emotional communication, business information and so on; as a method of mass communication, that mainly concludes browsing news, signing QQ and so on based on internet. In the last, the rural residents have dependence on mobile phone in varying degree. This research will have a quantitative analysis on their dependence in mathematical model, which shows the dependence is different for age, profession and so on. In view of human nature, the author provides some clues for solving this common problem. If they can extend their thinking and view the mobile phone as only an extension of one instead of human organs, people have expected from their intellectual achievements of some degree of relief.