The Operation Mechanism And Communication Effect Of Rural Radio "Village Ring"

The field investigation in M county shows that the village ring broadcasting project,carrying out the mission of monitoring meteorological disasters and releasing emergency information.Moreover,it makes the rural radio which has been interrupted for many years is revived.According to the field investigation and data analysis,its operation and dissemination conform to the basic principles of communication.Firstly,the project benefits from all levels of government departments' deployment and support,including hardware facilities and technical support.And it has profound rural radio historical origins.Secondly,party and government ensure that mass media adhere to the party's leadership and correct values.What's more,weather bureau makes sure the implementation of weather warning information and accurate communication in place.Radio and Television Bureau shoulders four responsibilities,including social coordination,environmental monitoring,cultural heritage and entertainment.The three departments build the "five in one" information transmission model,ensuring the information conveyed in place.The communication content is dominated by the party and government affairs of the county,the development of agriculture,life service and the weather forecast.Then,the analysis of communication effect include intention of communicator,demand of audience,and social benefit.From the perspective of the audience,it tries to explain the influence of the broadcasting on the villagers.It is found that information sources,ways and objects of communication decide the current situation which contrary to expectation.Finally,according to the analysis result,the research puts forward rectification proposals for the system development.In the history of the local society,broadcast played a brilliant role for a long time.However,in the current context of media convergence,it should be the spokesman of the party and government,and the equity spokesman of local people in China socialism communication activities,in order to achieve sustainable development.