从断裂到整合:乡村振兴中公共信息服务多元化供给平衡性的大众传播视角

From Fracture to Integration:On the Balance of Diversified Supply of Public Information Services in Rural Revitalization from the Perspective of Mass Communication

中国乡村社会发生了深刻的变化,乡村大众文化传播系统呈现开放的态势,乡村大众传播受众具有媒介接触的有限性,传播环境的混乱性,信息选择的狭窄性,以及信息反馈的被动性。城镇化进程中实施乡村振兴战略,旨在国家与乡村社会的均衡发展,文化断裂的乡村社会面临的首要问题是如何推进公共文化资源的整合。中国东部、中部、西部媒介利用情况各异,地域、经济和需求的差异,不仅形成信息接受的“马太效应”,还导致信息获取的不均衡局面。多元化供给抓住了乡村公共文化服务供给中的一些重要问题,如资源不足、主体缺位、设备落后、服务人才紧缺等问题,从而提高供给效率,推动乡村社会公共信息服务平衡发展。

China’s rural society has deep changes and the rural mass culture communication system has presented an open situation.The audience of rural mass communication has the limitation of media contact,the confusion of communication environment,the narrowness of information selection and the passivity of information feedback.In the process of urbanization,the strategy of rural revitalization will be put into effect in order to balance the development of the country and rural society.The important problem of cultural fracture is how to promote the integration of public cultural resources.The media utilization differences in eastern,central and western regions in China and regional,economic and demand differences not only cause the Matthew effect of information acceptance,but also lead to the unbalanced situation of information acquisition.The multi-supply catches hold of some key problems in the supply of rural public cultural services,for example lack of resources,lack of main body,lagging facilities and shortage of service personnel and so on,improves the supply efficiency of and promote the balanced development of rural and social public information services.