The Role Of Mass Media In The Urban And Rural Integration Research

The urban-rural relation is an important part in the study of modernization theory. To deal with the urban-rural relation is the most important issue in the national development strategy---how to be scientific and effective dealing with urban and rural issues as a constraint to the difficulties of China’s modernization. The distinction between town and urban-rural divided by the "institutions of China". It spited the urban and rural, and therefore, the urban-rural dual economic and social structure irreconcilable, which has become a huge bottleneck for China’s reform and development in the economic, social, cultural many other areas which caused a range of issues are urgently needed solved. At this stage, the emphasis on the coordinated development of urban and rural areas has become a consensus, the urban-rural integration strategy, not only is the call of the times, but also economic and social development needs. The strategy of integration of urban and rural areas is willing to change the existing urban-rural dual structure, and the goal of the economic and social development of urban and rural areas is to break the barriers of urban and rural areas, optimize resource allocation, and ultimately the urban and rural the common prosperity and development.This article simply from the perspective of economic and political weakness to explore the urban and rural integration, choosing instead to explore the role of mass media in the process of urbanization from the perspective of Communication Studies. Writing ideas of this paper is as follows:the first to sum up the problems caused by the status quo of China’s urban and rural and urban-rural dual structure in China based on the urgency of the urban and rural. Then analyze the relationship between mass media and urban and rural, urban and rural integration is a matter of political, economic, social and other problems in the field, while the mass media as a special social organization, its political characteristics, economic characteristics, social characteristics cultural identity and the mass media, environmental monitoring, and social function, social inheritance, entertainment features,"in solving the urban and rural problems play an important role, and the degree of coupling of the urban-rural integration is high. Next, the paper analyzes the factors affecting the integration of urban and rural areas, and learn from many of the indicators to measure the integration of urban and rural areas, the use of the spread and development of modern communication theory, come to the mass media has a significant impact in the political, economic and cultural fields is an important factor affecting the integration of urban and rural areas. Finally, the use of communication in the "stimulus-reaction" mode from the disseminators of information, communication content, communication channels, the recipient’s point of view the influence of mass media of the specific ways of integration of urban and rural areas. Come to the final system in urban and rural dual structure, on the one hand, the mass media to use its unique propagation advantage, make a significant contribution to the economic, political, cultural and social development of urban and rural areas, accelerated the process of modernization of the urban and rural; the other hand, the mass media characteristic changes, a serious imbalance in the status of mass media development in China’s urban and rural, and inevitably exacerbated by the expansion of the urban-rural gap, had a negative impact to the coordinated development of urban and rural areas.