Research On Media Guidance Strategies For The New Generation Of Migrant Workers To Return Home To Start Their Own Businesses

In recent years,with the construction of new-type urbanization in rural areas,rural infrastructure has been constantly improved,attracting more and more new generation of migrant workers to return home.Premier Li called for mass entrepreneurship in his 2015 government work report.The issue of the new generation of migrant workers returning home to start their own businesses has become a research hotspot.To explore the problems of the new generation of farmers returning to their hometowns to start their own businesses and put forward corresponding strategies is conducive to the better realization of their entrepreneurial goals and the acceleration of the process of new-type urbanization.The main issue studied in this paper is the role of media in the entrepreneurial process of the new generation of farmers returning home.A total of 322 new generation migrant workers in Jiangxi province,both online and offline,were selected as the objects of the survey.Starting from the media empowerment theory,use and satisfaction theory,information society theory,information gap theory and media guidance theory,the paper discussed the media guidance strategies for the new generation of migrant workers to return home to start their own businesses.With the method of online and offline fill out questionnaires to collect research data,and combined with the depth interview method,using empirical analysis method described the role of media in the new generation of migrant workers return home entrepreneurship process,according to the data analysis of the findings and conclusions,and find out in the process of returning a startup the deficiencies and reasons,finally,aiming at the existing problem of the research conclusion and consideration,practical and effective media guide policy Suggestions are put forward.This paper is divided into five parts:The first part is the first and second chapters of this paper,which mainly explains the research background and significance,research review at home and abroad,research context review,research methods,innovation,research design,as well as the combing of main concepts and theoretical framework research.The second part is the third and fourth chapters of this paper.The first part is data analysis,which is an important part of this paper.First,descriptive featureanalysis is used to understand the basic situation of the new generation of migrant workers returning home to start their own businesses.The other is to draw research findings and conclusions.First,network media is the source of new generation of migrant workers' entrepreneurial information.Second,social media expands the entrepreneurial resources of the new generation of migrant workers.Third,entrepreneurial media information content stimulates the desire of the new generation of migrant workers to start their own businesses;Fourth,the Internet provides a fair platform for the new generation of migrant workers to start their own businesses.The third part: from the perspective of media,the existing problems of the new generation of migrant workers in the process of returning home to start their own businesses are considered.Second,government affairs WeChat for returning home entrepreneurship information service awareness is weak;Third,the new generation of migrant workers lack of media skills;Fourth,the limitations of individuals are the plight of the new generation of migrant workers returning home to start their own businesses.Part iv: Suggestions on media strategies to guide the new generation of migrant workers to return home and start businesses.First,traditional media TV should focus on the needs of the new generation of migrant workers.Second,strengthen the operation of the Internet media WeChat public platform related to returning home for entrepreneurship;Third,strengthen the construction of grassroots returning home entrepreneurship network service guidance center;Fourth,social media guides the new generation of migrant workers to transform into entrepreneurial resources.The fifth part: the main content of the full text of the summary and outlook on the future,and deeply reflect on the lack of research.