TV· Bigwigs· Museum Media And Daily Life Of Longga Village

Longhorn Miao is a branch of Miao. The name "longhorn Miao" results from people’s horn-shaped headwear. It is one of the minority nationalities with little population in our country. In recent years, along with the advancement of rural modernization and the popularity of media, Local Longhorn Miao people’s daily life has changed a lot. In this paper, a complete set of research methods of ethnography were used to investigate a village named "Longga" which was located in Liuzhi Suoga in Guizhou province of China, by ways of participant observation and in-depth interviews,etc. Based on the logic of Longhorn Miao people, the way how they use TV in daily life as well as the relationship between TV and Longhorn Miao People in Longga village was presented in this paper. Meantime roles "bigwigs" and "the museum" played in longhorn Miao people’s life were analyzed.This paper was divided into four parts. In the first part, issues explored in this paper were put forward. Related research results of the transmission of the domestic and foreign media in rural society were collected, and the applicability and effectiveness of ethnographic research methods were narrated.In the second part the information dissemination environment in Longga village was investigated from the perspective of geographical environment, economic exchange situation,and media possession.The third part is the core of the paper, including chapter three and chapter four. In the third chapter, the appearance of TV is originally as a kind of luxury. Then, the spread and popularity of TV in the country were described. And there was a deep discussion about the usage of television in Longhorn Miao people’s daily life on aspects of watching time, way, content, etc.. In addition, combined with the specific situation, this paper tried to explain the meaning in the process of narration of Longhorn Miao.In the fourth chapter, the effect TV had on Longhorn Miao people’s daily life was mainly analyzed from the aspects of Longhorn Miao’s traditional culture mixed with modern elements, consumerism, entertainment, leisure, language environment, and relationship building. This paper concluded that TV played a role of a catalyst in the modernization in Longga village, and traditional culture was also faced with the crisis of assimilation. In the forth part, the bigwigs’ effect on Longhorn Miao people’s daily life was mainly analyzed from the aspects of coding, decoding and gatekeepers. The bigwigs such as doctors acted as opinion leaders, realizing the second spreading. Meanwhile the ecological museum as a communication channel connected the village with the outside world. This paper analyzed the important role "bigwigs" and "the museum" played an in the process of modernization in Longga village.