An Empirical Study On Residents' Media Use Behavior Under The Background Of Urban-Rural Integration

In order to achieve the goal of building a modern socialist country,cities and villages need to live in harmony in the process of social development.The cultural level and thinking concept of urban and rural residents all play an important role in social modernization and maintaining social harmony and stability.As a powerful tool to connect the country and the people,media plays an important role in uploading the voice of the people,issuing national policies and improving the quality of life of residents.Under the background that the country continues to promote the integration of urban and rural development,the public service system of urban and rural information communication develops in a coordinated way.The media has been deeply embedded into the daily life of urban and rural residents,and has become an important tool for them to communicate with others,learn about the world and have fun.It is of great theoretical and practical significance to explore the media use behavior of urban and rural residents under the background of urban integration.In this study,Enshi,Moutao and Dongcheng were selected as sample sites to investigate the media use of residents in the mobile Internet era in three sample areas,and to compare and analyze the media usage behavior of residents.The main idea of this study is to investigate the five media usage of residents in Moudao,Dongcheng and Enshi.On the basis of investigation,the geographical environment,cultural background and economic development of the three places,analyzed the factors that restrict the development of communication between towns and suburbs.And it is hoped that the media usage behavior of different types of residents,such as towns,suburbs and urban areas,will be further explored.Using questionnaires and interviews,this paper collects data on the characteristics of media use,content preferences and media consumption,and tries to outline the general situation of media use of residents in the three areas.The study found that mobile phones and television have a wider audience in urban and rural areas,and broadcasts are not frequent in contact with residents in various areas.There is a significant positive correlation between the frequency ofnewspaper,computer and the cultural and economic level of residents.According to the different characteristics of media use of urban and rural residents,the author believes that the government should strengthen the construction of public system of information dissemination.Especially in rural areas,to meet the information needs of urban and rural residents,and guide the media use behavior of urban and rural residents scientifically.In the process of modern media entering the countryside,we should give full play to the role of rural elites.All kinds of media organizations should pay attention to agricultural communication,the content of communication should be close to the daily life of township residents,the psychology of media use of rural residents,and the changing trend of media contact behavior of rural residents in the era of mobile interconnection.