A Comparative Study On The Use Of Media Between Urban And Rural Residents

With the development of information technology and media industry,mass media has become an indispensable part and gradually has a profound impact on people's life and work.The individual's status,cognition and ability to use media have determined the role of the media in the individual.The long-term dual pattern of urban and rural areas in China has not only caused the economic and social development in rural areas far behind the urban areas,but also makes a wide gap in the media ecology between urban and rural areas.Under the influence of many historical and practical factors,the gap between rural residents and urban residents still exists.In this study,the author surveyed urban and rural residents in Yuexi County firstly through the questionnaire method,compared the behavior of media use,expounded the similarities and differences between urban and rural residents,and the reasons of this phenomenon were analyzed.In the survey,the author found that the inherent"knowledge gaps" between urban and rural areas are still exists in the foreseeable time,however,it is gratifying that with the development of the Internet,especially mobile Internet,tremendous changes occurred in the media ecology of rural areas.Therefore,I interviewed some rural residents in Yuexi and compared their current media use behavior with the media use of ten years ago,to grasp the current media use situation of rural residents.Finally,the current media usage of the urban and rural residents in Yuexi were summarized,and the measures to narrow the "gap" between urban and rural areas were put forward,so that the media could serve better to urban and rural residents and promote their own development.