农村受众大众媒介接触与利用研究——以井冈山区域为例

Rural Audiences’Contact and Use of Mass Media:a Case Study of Jinggangshan

中国发展的关键在于农村的发展,"三农"问题业已成为社会焦点。信息化时代下媒介对社会生活的渗透涉及方方面面,媒介在完善自我、促进农村及整个社会的发展进程中起着助推器的作用。运用实证研究方法,选择井冈山区域农村作为研究对象,考察农村受众与媒介的接触行为、内容及其偏好,探讨大众传媒在农村的传播现状及其利用程度,以优化传播效果。

China＇s development crucially relies on its rural development, and the issue of farmers, agriculture, rural areas has drawn wide social attention. In the age of information, since media has immersed itself into every aspect of the social life, it has propelled the rural development and even the development of the whole society while improving itself progressively. This paper, based on an empirical study of Jinggangshan areas, investigates the rural audiences＇ contact with media in terms of content and preference, describes the status quo of the use of media in rural areas so as to optimize the communication effects.