民国时期北碚乡村建设中的传媒动员实践研究

Research on the Practice of Media Mobilization in the Rural Construction of Beibei during the Republic of China

本文基于乡村传播学视角,借助社会动员理论中的传媒动员,利用史料分析和文献整理的方法,对卢作孚是如何使民众从抗拒到自觉参与乡村建设的进行分析.研究发现:卢作孚借助演讲、戏剧、电影的形式,将集体主义内化为民众的价值观,为动员民众参与乡村建设奠定思想基础;借助广播营造出集体生产的社会场景,利用卷入感塑造民众的社会行为,使他们开始同情、协助乡村建设;通过创办《嘉陵江日报》《北碚月刊》等大众传媒报道民事,引导乡村建设的方向,为民众参与乡村建设运动的讨论和交流提供平台,从而养成自觉热情参与乡村建设的习惯.

Based on the perspective of rural communication,this paper analyzed the media mobilization in social mobilization theory and used historical data analysis and literature collation to analyze how Lu Zuofu has made the people from resisting to consciously participating in rural construction.This paper found that:Lu Zuofu used internal rituals of speech、drama、and film to internalize collectivism into the values of the people,lay the ideological foundation for mobilizing the people to participate in rural construction,and used broadcasting to create a social scene of collective production and used the sense of involvement to shape the people.Social behaviors enabled them to start sympathy and assist rural construction:Through the establishment of the"Jialingjiang Daily","Beibei Monthly"and other mass media reports on civil affairs,guiding the direction of rural construction,providing a platform for people to participate in the discussion and exchange of rural construction movements,thereby raising become a habit of consciously participating in rural construction.