2001年6月,一张“救瓜帖”在新华网上引发了一场营救腾桥西瓜的大行动,时间长达2个月之久,此次媒介事件的成功建构使腾桥西瓜难题及时得到解决。就事件本身早已尘埃落定,但在信息相对闭塞的我国中部农村,如此大规模、长时间卷入媒介活动当中,除产生的即时效果之外,是否还有其他的一些更为长远的影响?笔者根据在腾桥镇三次实地调研所取得的资料,从农村传播对象入手,对媒介事件如何促进农村观念现代化作一番探讨。 June 2001, a “save melon posts” in Xinhua net triggered a large-scale action to save Teng Bridge watermelon, as long as 2 months long, the successful construction of the media incident so that the bridge watermelon problem in time to get solve. However, in the rural areas in central China where the information is relatively obstructed, are there any other longer-term influences besides the real-time effects of such large-scale and prolonged involvement in media activities? Based on the data obtained from three field surveys in Tengqiao Town, the author starts with the objects of rural communication and probes into how media events can promote the modernization of rural areas.