On The Role Of News Media In The Construction Of A New Socialist Countryside

The build-up of new socialistic villages has become national strategy from the idea of the incumbent governing party Saluting the problems of "Three Rural Problems" has been established as national responsibility. As the key speaking agent of the governming party, mass media has its role in information dissemination, social mobilization, directing, cultural heritage, service provision, entertainment supply and etc. While enjoying this unprecedented opportunity of big development, mass media is also faced by huge challenges. To fulfill its function as a key part of propelling the new village construction, mass media has to overcome both such physical difficulties as weak infrasture and lack of access to network and soft difficulties like rural people' s weaker ability of accepting information. Most importantly, in order to cultivate favorable spiritual environment in rural area, mass media should adopt the values of respecting rural people and agriculture by changing its discrimination policy against rural area, improve its understanding of the construction of new villages, adjust its operating stategy to permance-orientation.Through a series of field study, this thesis analysizes the rural development situation and the performance of mass media in rural areas. Tentatively this author explores the role of the mass media in facilitating the construction of new socialistic village.