农村受众大众传媒生态现状、成因及对策

The Current Situation,Cause and Countermeasure of Mass Media Ecology for Rural Audience

基于对526户农户的调查数据,发现农村受众大众传媒生态处于失衡状态,表现为传媒拥有结构、接触频率和接触内容的失衡。从供给方来看,政府造成了传媒硬件环境的失衡,媒体机构造成了传媒软件环境的失衡。从需求方来看,农民的经济文化约束、作息时间和内容偏好也是造成传媒生态失衡的重要因素。

Based on the data investigated from 526 rural families, it＇s found that the mass media ecology for rural audience is out of balance, which can be represented by the unbalance of the structure of media in possession, the frequency of exposing to media and the contents of media, as for the supplier, the government accounts for the unbalance of the media hardware environment, while the media agencies lead to the unbalance of media software environment; as for the demander, the economical and cultural restriction of rural citizens, their timetable and preference are the important factors that bring about the unbalance of mass media ecology.