A Research On The Mode Of Information Dissemination Among Grassroots

Every kind of communication is transmitted via varied media and comes to further development owing to its increasing demand. China is characterized by its considerable gap between urban and rural areas as well as a country having undergone the autocratic tradition for a rather long time. Until now, the notion of "official standard" is still ingrained in people's mind. As a result, the government still exerts an enormous influence throughout China, dominating almost every corner and domain within the country. In this way, the field of mass communication is no exception and thus government-dominated information dissemination serves as the mainstream in this field.This dissertation deals with the conception of grassroots and juxtaposes the towns and countryside as an entirety to discuss the pattern of information dissemination among the grassroots. For example, under the circumstance of "information gap" between the urban areas and non-urban areas, in what way is the information transmitted among the grassroots, what are the extant problems, which aspects are desirable and can be used for reference, and what should be done to construct a more effective way for information dissemination with the presence of the unsatisfactory patterns of information dissemination.The author has conducted enough investigations, and thus grasped a large amount of first-hand information; in the meantime, some detailed statistical data is concluded based on the massive sampling surveys. In this process, some town of the western Hubei serves as the main sample to explain the whole process of information dissemination among the grassroots with specific cases. Meanwhile, the author has meticulously consulted a wealth of documentary materials which offer the theoretical explanation and dependence to some new findings. To a certain extent, the theories and practices are combined together to direct the research into the reality.In this dissertation, the author brings the personnel system, such as the civil servant system and the village official system and so on, into the analysis of grass-root information dissemination, and therefore surveys the entire patterns of grass-root information dissemination and emphatically probes into the government-guided model from a broader perspective. The mode of independent vertical dissemination within the government, whose transmission chain is considerably contracted and whose advantage lies in its high-efficiency, is also brought forward. Along with the above patterns, the author also refers to such theories of mass communication as "cultivation","the spiral of silence", and "knowledge gap" to explain the mechanism of grass-root information dissemination.As a conclusion, the construction of a more effective pattern of grass-root information dissemination depends not merely on a single respect, not on blindly popularizing the media such as television and increasing the investment into the grassroots, but on the mutual effects of many complicated forces, where the new media such as network and cell-phones might launch challenges against the information disseminating environment of "information asymmetry" in the future. At the same time, the changes of the peasants' characters will directly cast impact on the future ways of information dissemination. Definitely, the paramount issues rely on the direction of national system reform and the mighty force of government, and the transformation of the system itself should be inevitable for the construction of a more effective pattern of information dissemination.