Sichuan Mobile Media Application Research In The Process Of Rural Informatization

The construction of new socialist countryside in China’s modernization process isan important historic task in which the rural informatization construction serves as oneof the important part. After many years of construction, it has made significant progressin rural informatization construction so that the information infrastructure has improvedremarkably, and mobile media which has strong regionality, timeliness and pertinencehas been effectively applied and popularized. As a major agricultural province, Sichuanalways attaches great importance to rural informatization construction, meanwhile, it isconsidered as one of the earliest provinces in promoting the application of mobile media.However, with the farmers’ increasing requirement of information and the furtherimprovement of rural informatization environment, the disadvantages of current mobilemedia become increasingly apparent.In order to promote the application of mobile media in the process of ruralinformatization in Sichuan province based on these facts, this paper summarizes therelated articles and theory system of mobile media home and abroad. Then the paperdeals with the application of mobile media in rural areas in Sichuan province and theexisting problems through questionnaire, interview and other ways. At last, the paperexplores the application of mobile media in the process of rural informatization inSichuan province from the perspective of communication. The main contents of thispaper are as follows:1. Based on the literature research, the current situation of the research on mobilemedia home and abroad are summarized, the shortcomings and further researchdirection are demonstrated.2. Based on the theoretical research and field survey, this paper analyzes thedevelopment of mobile media in the process of rural informatization, especially thecurrent situation, the development process and application form of mobile media inrural areas in Sichuan province. The paper also explores the application potential ofmobile media in the development of rural areas.3. The paper analyzes the application effect of mobile media in rural informatization and its problems through the application of two mobile media in ruralareas in Sichuan province, one is China Mobile’s “Nongxintong”, and the other is“Xinnongtong”, that is, the inadequacy of government promotion, the lack ofcomprehensive and sustainable promotion program, the weakness in pertinence andpracticability of information, oneness of media form, low quality of media literacy, thelack of audience participation and feedback mechanism and so on.4. Based on the theories on mobile media home and abroad, and the field surveyresults, the paper finally puts forward some approaches to strengthening the applicationof mobile media in rural areas in Sichuan province.