| Media literacy of rural audience is related to the ultimate meaning of the rural informatization construction, and the development of China’s agricultural modernization. Under the rapid wheel of the information age, the level of rural audience’s media literacy is getting more important and urgent. Considering the economics, society and culture level of the rural as a whole, the media literacy development of China’s rural audience will be a long process. "Information gap" between rural and urban area, reveals that the degree of media literacy development of rural audience is low, and the use and enjoy of media resource and consumption of information are far less than urban audiences.In recent years, rural information construction is rapidly developed in China due to state’s high concern. A variety of communication channels are rapidly spread in the countryside, which provide basic material conditions for dissemination of agriculture.However,the dissemination contents did not show its due role and advantages in the development of rural society. In traditional agricultural dissemination, national policy, agricultural science and technology information are spread through experts, work personnel, demonstration households, families and other groups. Through face-to-face interpersonal communication, timely feedback, it received a better communication effect and became popular among the rural audience. However, because of the time, place, human resources, material resources and other factors, especially in the large agricultural area, the interpersonal communication appears to be inefficient. Media scholar, Wilbur.Schramm once pointed out that information has supervising function, decision-making and educational function. Where there is new knowledge and technology promotion, there is information. The quick, timely and effective dissemination of information is inseparable from the mass media service. So mass media is very important for the rapid development of China’s modernization, and it is very important and urgent to enhance the media literacy of the audience.Through sorting and analysis of relevant literature,the paper find that the research of media literacy in China mainly concentrated in urban, the research on rural audience’s media literacy is in fragmented state, especially in the western rural area. Through study of relevant media theory, the questionnaire survey and analysis of audience media literacy in Wangcang County countryside, the survey and comprehensive analysis of media quality of rural audience, the motivation of media contact, the media cognition and use and so on, it was concluded that the development of media literacy of rural audience in Wangcang county is generally lagging behind. The reason are the following: Firstly, the rural audience’ economic and cultural level is not high; Secondly, there are some problems in the content of agricultural communication; Thirdly, the infrastructure construction of rural informatization needs improving vigorously; Hence, some suggestions are put forward to improve the media literacy of rural audiences according to the local actual situation,questionnaires, interviews and other ways: Firstly, to guide rural audience to correctly use the media resources.Secondly,to enhance the farmers’ awareness of information and strengthen the construction of rural audiences themselves. Thirdly, to improve the basic infrastructure of rural information, etc.The first chapter is the introduction. It introduces the basis and significance of this topic, the domestic and foreign research status and methods, innovation of this research, difficulty and so on.The second chapter defines the related concepts. Defining the concepts of the media literacy and agricultural dissemination through the accesses to relevant literature and information helps to clarify ideas for the follow-up article on the research object. Under the historical background, there is a comb to the development situation and informatization development in Wangcang County agriculture, which provides a macro background for the following research on rural audience.The third chapter gets a detailed understanding through questionnaires, interviews and other forms. After analyzing the basic situation of media literacy, the motivation of media contact, the media cognition and use, the ability of resolving information in Rural area, it was concluded the effect of the media literacy of Wangcang County rural audience on the dissemination of agricultural information. The data analysis mainly focuses on: the basic situation of rural audience, the motivation of media contact, media cognition and use and so on.The fourth chapter shows the reason why the development in Wangcang County Rural audiences’ media literacy lags behind through the above analysis. After educational analysis of the audience in Wangcang County rural area, analysis of effect of media dissemination, the overview analysis of informatization construction in the Wangcang County rural area, it analyses factors causing to the media literacy’ lag development in Wangcang County Rural area, which provide substantial countermeasures to improve rural audiences’ media literacy.The fifth chapter put forward methods to improve audiences’ media literacy through the ways to guide the rural audience to correctly use media resources, enhance the awareness of media audience, improve the information infrastructure construction of rural area etc.Conclusion: Rural informatization construction is ultimately for the welfare of rural audiences. Developing agriculture, increasing agricultural efficiency and increasing farmers’ income are inseparable from the direct role mass media plays in the information era. Along with the deepening of the reform, agriculture is more and more closely linked to the outside society; simply sowing and harvest in regular seasons are unable to keep up with the footsteps of social development. In the information era, the development of agricultural modernization is inseparable from the media, who will play an increasingly important role with time going by. Therefore, the enhancement of rural audiences’ media literacy should not to be ignored, and even should be put in advance. The audiences’ media literacy in Wangcang County rural area basically reflects the present situation of Sichuan rural audience. In some way, it has a very good reference and promotion to improve rural audiences’ media literacy in Sichuan. Thus, overall enhancing the media literacy of rural areas in Sichuan audience, early realizing rural modernization through the joint efforts of the media, rural audiences and governmental organizations. |
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