中国70%～80%的人口在农村,中国要在本世纪中叶达到中等发达国家水平,重要一点离不开农村的建设和发展。历史证明,新闻传播在推进农村改革和建设方面具有巨大的作用。然而,新闻传播功能的发挥深受其所处的生态环境各方面的影响。从中国的农村实际来看,传统文化,尤其是与人们生活息息相关的民俗文化,深刻地影响着民众的心理和思维习惯,制约着新闻传播功能的实现。 Between 70% and 80% of China’s population is in rural areas and China will reach the level of a moderately developed country by the middle of this century. It is an important point that we can not do without the construction and development of rural areas. History has proved that the media has a tremendous role in promoting rural reform and construction. However, the function of news distribution is greatly influenced by all aspects of the ecological environment in which it operates. From the reality of China’s rural areas, the traditional culture, especially the folk culture closely related to people’s life, has a profound impact on people’s psychology and thinking habits, and restricts the realization of the function of news dissemination.