Investigation On The Use Of Farmers' Media In Gucheng Village Of Gansu Province

In recent years,due to the information asymmetry and the uncoordinated regional development,the rural development in the western region has pressed the "suspend key".There is no mature network sales channel,and the audience media literacy is low.From the perspective of rural communication,starting from the perspective of media,according to the principle of representativeness and proximity,this study chooses the ancient town of Liujiaxia Town,Yongjing County,Gansu Province,to investigate the use of radio,television,newspapers,mobile phones and Internet media by farmers.Through questionnaire and in-depth interviews,we can understand the villagers' media contact and use,obtain first-hand information,and analyze the problems in the use of media,and then put forward corresponding strategies.There are five parts in this paper.The first part mainly describes the research background and significance,research status,research methods,research analysis and innovation.The second part shows the media contact situation and the content that farmers pay attention to in the process of media communication in the form of survey data and charts,and analyzes the media contact time,frequency,purpose of media use,attention when using media,etc.The third part analyzes the characteristics of media use,such as media contact,media cognition and media expectation.The fourth part explains the role of the media in the ancient city village from the way of life and production,summarizes the role and influence of the media on the farmers' audience,and evaluates the communication effect of the farmers' media.The fifth part analyzes the problems in the process of using media,and puts forward the corresponding communication strategies.In order to complete this study,the author visited the streets,alleys and fields of the ancient city village,and used a variety of research methods to explore the following questions: 1.What are the characteristics of the use of farmers' media in the ancient city village? 2.What is the role of the media for the ancient city village farmers? What is the communication effect? 3.What is the Enlightenment of the media communication of ancient city village to the development of other rural areas in China? Through the exploration of these problems,we try to provide reference for other rural media development.