A Study Of Agricultural To Non-agricultural Residents’ Media Behavior In The View Of Social Integration

With the advancement of urbanization, agricultural to non-agricultural residents enter the city, and went through cultural and values conflict between urban and rural areas. Eventually, they became a group of stranger in the rural-urban fringe. During this period, the practical frustration may lead them to be self-abased and role confused. If they can not live through the crisis stage, it may influence their daily life and social integration.This paper elaborates on the social integrated dilemna of those agricultural to Non-agricultural residents in rural-urban fringe from the perspectives of social integration. From the points of culture, structure and psychology, it investigates the social integration crisis of agricultural to non-agricultural residents, it explores three dimensions of their media use behavior from the perspective of social integration, namely the cultivation effects of agricultural to non-agricultural residents in media information cognition, social network extension of agricultural to non-agricultural residents in media behavior, identity construction of agricultural to non-agricultural residents in media discourse.In the part of cultivation effects of agricultural to non-agricultural residents in media information cognition, the paper concentrates on the analysis of media information cognitive features of the agricultural to non-agricultural residents. In the study, it tries to comparatively analyze the cognitive characters in and between agricultural to non-agricultural residents group, and analyzes the cultivation effects of media on agricultural to non-agricultural residents and their influencing factors.In the part of social network extension, this paper focuses on how agricultural to non-agricultural residents explore the human communication by the use of media under the development of social network construction.As for the identity construction of agricultural to non-agricultural residents in media discourse, it mainly investigates words characteristic of mass media in the description of agricultural to non-agricultural residents group and manners of the agricultural to non-agricultural residents in constructing identity with the use of media. Among these, it specifically analyses the conflict between public opinion and self-identity of agricultural to non-agricultural residents.Finally, on the basis of the above research conclusions, this paper tries to start with the behavioral intervention in these five aspects of the government, community, media, and provide some advice in order to construct a more friendly communication environment to promote agricultural to non-agricultural residents’ social integration.