Positive Interaction Of The Television Media And Rural Audiences

The mass media have played an important role in social development. For the audiences in rural areas, the main mass media that they have accessed to is television. Television can and should play an important role in promoting the development of rural areas in China, improving the overall quality and the living standard of farmers in China. However, it can be found from the survey and data analysis by the author that there is still room of further development for the media of television, both in terms of quantity and quality. Meanwhile, the rural market also has strategic significance towards the development of the TV industry at the present stage, both from the economic point of view and social point of view. So, the author choose the "Television Media and the Rural Audiences Benign Interaction Study"In the second chapter of this paper, the author analyzes the structural, behavioral, cultural and psychological characteristics of the present television audiences of rural areas in China who are in the process of access to a television. In Chapter 3 of the article, the author analyzes the characteristics of the television related to farmers in the aspects of content, form and layout by using numerous empirical data and puts forward her own proposals. In the forth chapter, the author analyzes the important role of the television played in promoting rural development, and then discusses the strategic position of the rural market for the development of the present TV industry by using "Porter's Five Forces Model" in economy.The ultimate aim of this study is to explore the driving factors between the agriculture and rural television audience benign interaction, the authors believe that enhance Media Literacy is the most important point.If we take the media of television and rural audiences as a marketing relationship, improving the media literacy of farmers will also improve the market demands and market standards of the television related to farmers. It will undoubtedly have a positive incentive, eventually reaching the "double wins" between the television and farmers.Therefore, in the last part of this paper, the author shows the present state of farmers 'Media Literacy in Shandong and Tianjin ,and raises suggestions and ideas to improve farmers' Media Literacy based on the data above.