Research On The Media Contact Behavior Of Farmer In The Mobile Internet Environment

With the wide application and development of mobile Internet and new media technology,a large number of loyal "fans" have been obtained,which are rapidly suppressing and eating traditional media.More and more people begin to use mobile Internet.This trend is irreversible,not only in urban areas,but also in rural areas.In this environment,the media contact and use patterns of farmers have also changed.Media has become a means and tool for farmers to understand the world changes and social development.Not only that,the three rural issues represented by agriculture,rural areas and farmers' issues have always been prominent in China.If the "three rural" issues are not improved,it will inevitably affect the social stability and economic development of our country.However,in terms of the current research situation,there are many researches on Farmers' media contact,but most of them focus on the era of mass media,mainly newspapers,radio and television,and there is still a lack of farmers' media contact under the new media environment.In order to objectively and truly understand the current media contact behavior of farmers,this paper selects Xiuwu County of Henan Province as the object of investigation,and issues a total of 400 questionnaires(335 effectively recovered)and interviews 10 people randomly.Through the methods of questionnaire and personal interview,the first-hand data and data of media contact of farmers in Xiuwu County were obtained,and the data and interview results were analyzed and summarized to explore the characteristics and problems of local media contact.First of all,this paper introduces the survey and design of media contact behavior of rural farmers in Xiuwu County,describes the basic situation and media development of Xiuwu County,and describes the basic situation of the sample,including gender,age,occupation,education level and monthly income.In addition,it also focuses on the design of the questionnaire and the interview.Secondly,through the text analysis of the questionnaire,this paper summarizes the local media ownership,media contact behavior,media trust and satisfaction.In terms of media ownership,mobile phone ownership occupies the first place.In terms of media contact,the contact rate of periodicals and newspapers is very low;although traditional radio is "cold",the network radio and vehicle radio are popular with the audience;the TV ownership rate is not low,but the contact time is not long.As a new medium,the contact rate of computers is not high,while local farmers have a deep sense of dependence on mobile phones.In terms of media trust and satisfaction,the local government is generally optimistic.Finally,the paper summarizes the new characteristics of the media contact behavior of Xiuwu farmers in the new media environment.For example,mobile Internet improves the ability of local farmers to acquire and publish information,and to a certain extent improves the status of farmers in the information vulnerable group;newspaper,magazine and radio use rate is low,while traditional radio has great development potential with the development of car radio and mobile radio,and obtains a stable audience;the main force of new media contact appears upward in age.In this trend,young people no longer become the main group of new media contacts,and using mobile phones to access the Internet has become a daily habit of people aged 40 to 60;social motivation has become the main driving force of media contacts,which has greatly expanded the scope of local contact.With the rapid development of mobile Internet,the media contact behavior in rural areas is different from that in the mass media era,but the existing problems cannot be easily ignored.For example,the proportion of media contact is unbalanced,the function of local media related to agriculture is limited,the media literacy of farmers is not high,and the skills training of agricultural new media is lack.The emergence of these problems is multifaceted,so we need to work together to help rural areas develop more healthy and stable.For example,government departments need to do a good job in overall planning and investment in agricultural funds,improve infrastructure construction in rural areas,and meet the daily life needs of farmers;local media should make full use of county-level financial media,and serve farmers through the financial media news matrix;farmers should improve their media literacy and cultural accomplishment and learn the basic operation and knowledge of the media;opinion leaders should also give full play to the driving role of training in agricultural new media skills and promote rural areas to learn to use the Internet to increase production and income.