Research On Audience Cognition And Digital Environment Of Digital Farm Bookstore In Shaanxi Province

The non-profit cultural service facility Rural Library,which was established in various administrative villages,managed independently by villagers.It provided practical newspapers and magazines for the farmers,and audio-visual electronic products for reading and listening.Since 2007,Farmer's Bookstore have full coveraged the country's 640,000 administrative villages in five years.With the development of digital technology on the Internet,people's reading habits have changed.And numbers of physical bookstores are facing difficulties.Digital reading has become a trend and rural areas are no exception.With the rapid increase in the number of rural netizens,the migration of farmers from knowledge and information to the mobile Internet,traditional farm bookstore models are no longer able to meet actual needs.The construction of"digital farmhouses" has become inevitable.Shaanxi Province actively responded to the call of the country.After completing the construction work of 27,364 standard farm bookstores,it took the lead in starting the large-scale digitized optimization and upgrading of farm bookstores in 2013.Shanxi provincial publication and broadcasting bureau formulated a digital construction plan for "satellite network + terrestrial network integration.",united space digital media co.LTD.Through the construction of a "Satellite Digital Farmer'sBookstore",we have opened up access to grassroots public cultural services and ruralchannels.Using the Internet,we have carried a farm wing network with a farm bookmanagement service platform and built a 'digital library' through information exchange,resource construction,and statistics.A variety of digital information managementestablished in provinces,municipalities,counties,villages.And established a four-levelmanagement structure for the Provincial Bureaus,Municipal Bureaus,districts andcounties,and administrative villages.At the New media mobile terminal,leveraging the widespread use of mobileInternet and smart phones among rural residents,we developed and designed the"Agricultural Wings App".At the same time,using graphic and audio,Video andother new media forms promote book recommendation for peasants and guide reading,We set up a "Village of Rural Areas" micro-channel interactive platform.The omni-directional digital construction under the background of the triple play should have yielded good results.However,actually just some grassroots management personnel of the "Farmers' Bookstore" and ordinary villagers' groups know the"digital farm bookstore".The utilization rate of online resources for farm bookstores is still very low.What is the reason behind this?This paper investigates the current status of rural residents' bookstore digital platforms in Shaanxi Province.And it summarizes the survey statistics and the statistical results obtained during the field visits,which draws on the research results of relevant scholars and the basic laws of new media dissemination.Based on the analysis of the results of the survey on the reality of the "Digital Rural Book House",the masses combed the problems in the digital construction of the Shaanxi Provincial College Bookstore based on the current situation of the rural media environment.We explored the readers' reading of the numbers.The demand direction of content and digital forms is used as an analysis of the improvement path of digital farmhouses in Shaanxi Province.It is hoped that we can do our part to meet the increasingly multi-level and diversified cultural needs of peasants.The article is divided into six chapters.The first chapter is an introduction.It mainly explains the research background of this article,and what is the significance of digital construction Under the policy guidance of deepening extension service of rural bookstores?Combining with the actual situation in Shaanxi Province,the digitalization of Farmer's Bookstore is proposed.It also mentioned the practical problems in construction,the purpose and significance of the research and the current status of academic research on the phenomenon,as well as the explanation of the research methods and innovations used in the article;Chapter 2 combines relevant literature materials from satellites,The Internet side and the media side have combed,analyzed,and summarized the construction status of digital farm bookstores in Shaanxi Province;The 3 chapter analyzed the residents ' knowledge of the farm bookstores and their current status through questionnaires and field visits;Chapter 4 analyzes the media environment in rural areas of Shaanxi Province in light of the development of new media;Chapter 5 is based on the data analysis of the audience cognition of the digital farmer's book house in Chapter 3 and the present situation of rural media environment puts forward the problems existing in the digital construction process of shaanxi province in Chapter 4.In Chapter 6 put forward the reference path to solve the problem.