Investigation And Research On The Media Use And Demand Of Herdsmen In Chenbalhu Banner,Inner Mongolia

In recent years,with the rapid development of China’s media,the media in ethnic minority areas have also made some progress.The audience’s use of media and media demand in ethnic minority pastoral areas have changed accordingly.However,the development of media in minority pastoral areas is still slow.The popularization and development of mass media can promote the development of border ethnic minority areas,and the correct understanding and rational use of media by audiences in minority pastoral areas can also promote the further development of mass media.Therefore,it is particularly important to pay more attention to the media development in Minority Pastoral Areas.There are seven Sumu towns and 29 Gacha in chenbalhu pastoral area.Herdsmen live in scattered places and communicate with each other very little.Due to geographical location and other reasons,the media development is not balanced,and the media use ability of herdsmen is "two-level differentiation".Based on the methods of questionnaire survey and in-depth interview,this paper conducts a field survey on 12 Gacha in chenbalhu pastoral area in three stages.The subjects of the survey are pure herdsmen who make a living in animal husbandry all the year round.Considering the authenticity of the questionnaire,as well as the geographical environment,herdsmen’s cultural level and understanding ability are relatively weak,the questionnaire survey adopts the original household survey method Methods of investigation.513 audiences inpastoral areas were selected as effective samples,and their gender,age,education level,monthly income and other attribute characteristics were simply counted.The specific research contents were herdsmen’s ownership and contact rate of newspapers,radio,television,mobile phone software and computers,media usage,media trust,media dependence,media content preference,media demand,etc Demographic variables were cross analyzed.The results show that: due to the relatively low cultural level of herdsmen and the update of new media technology and other factors,herdsmen almost no longer subscribe to newspapers,the audience range of newspapers is very small,and the phenomenon of "newspaper shortage" appears;due to the herdsmen’s living habits and other factors,radio still occupies a certain position,and radio and car radio are loved by them;television is very popular in Chenqi pastoral area,In the process of using media,some herdsmen are not only receiving information,but also using the knowledge they have learned to promote production and life.This "anti bu" phenomenon is common and common.However,due to the lack of information about Hulunbuir station and ethnic groups that herdsmen are eager for,there is a phenomenon that TV users are not satisfied with the use of TV;there are very few owners of computers,so they are not satisfied with the use of TV Most of the herdsmen’s "Internet access" tools are mobile phones.However,due to the low personal media literacy and the lagging construction of network communication hardware facilities,most of the herdsmen’s Internet use ability is relatively weak.Based on a comprehensive understanding of the herdsmen’s use and demand of mass media in chenbalhu banner,this paper analyzes the problems existing in the development of media and the use and demand of herdsmen’s media in chenbalhu pastoral area: the dislocation of media communication content and herdsmen’s information demand,the weak initiative of herdsmen’s information selection,and the unbalanced development of the overall media in the pastoral area lead to the limited use of herdsmen’s media,The feasible suggestions are as follows: strengthen the conversion between national common language and ethnic language,improve the media literacy of the audience in pastoral areas,and promote the balanced development of regional media.