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三农问题一直以来就是中国十分关注的重大问题,农民、农村、农业问题的主体在于农民问题。媒介的普及与发展是促进农村发展的重要环节,而农村的发展、农民受众的发展又会导致大众传媒的进一步变革,这是一个相辅相成的关系。媒介对农村政治、经济、文化建设的推动,就是对全国政治、经济、文化建设的推动。本文就是基于对中国中、东部几个省市地区的农村进行的农民与广告关系的全国性社会调查研究,从中掌握农村受众对于媒介接触和使用基本情况的第一手资料,对数据进行分析,从而研究农民对于纷繁的媒介是否有足够的接触面,是否又能真正意义上使用和享有各媒介所带来的便利。本文的研究主要是通过实地调查和问卷发放与回收相结合的实证研究方法,对得出的有效数据进行统计与分析,从中发现农民与媒介关系的一定特点与问题,其中包括农村受众拥有媒介情况、农村受众对于媒介的接触行为与接触频度以及农村受众对于媒介内容的选择偏好。本文的研究从中国中、东部的农民与媒体接触使用情况着手,希望将中、东部农民与媒介接触与使用情况作为一个立足点,从而扩展到全国范围,为全国的研究提供一个可资借鉴的示范,更希望能够在理论上对我国当前的三农问题的解决、对于我国进行新农村建设目标的实现提供参考建议与帮助。在经济高度发展的同时,农村对于大众传播媒介的接触使用情况发生了什么样的变化,农民受众和大众传播媒介之间的相互作用又是怎样的?基于这样问题的探讨,笔者对中国中、东部几个省市地区的农村进行了农民与媒介接触使用情况社会调查研究,希望通过这次大型的中国中、东部农村受众问卷调查不仅可以为新闻媒介摸清农村受众对于媒介的接触和使用基本情况提供第一手的数据和资料,也能够让媒介了解到其各自在农村受众中的影响、对各大媒介进一步的发展,尤其是针对农村的发展起到积极的指导作用。
The issue of agriculture, rural areas and farmers has always been a major issue of great concern to China. Peasants, rural areas and the main agricultural issues lie in peasant problems. The popularization and development of media is an important part of promoting rural development. However, the development of rural areas and the development of farmers’ audiences will lead to further changes in the mass media. This is a mutually reinforcing relationship. The media’s promotion of political, economic and cultural construction in rural areas is the promotion of political, economic and cultural construction in the country. This article is based on a nationwide social survey on the relationship between peasants and advertising conducted in the rural areas in the central and eastern parts of China. From this, we can grasp the first-hand information about the rural audiences’ access to and use of the media, analyze the data, So as to study whether peasants have sufficient contact with numerous media and whether they can truly use and enjoy the conveniences provided by various media. The main research of this paper is to find out the characteristics and problems of the relationship between farmers and the media by collecting and analyzing the valid data obtained through the field investigation and the empirical research methods combining the issue and the recovery of questionnaires, , The frequency and frequency of rural audiences’ exposure to media and the preferences of rural audiences on the content of media. This paper starts with the contact and use of peasants with the media in the eastern and central regions of China, hoping to make the contact and use of peasants with the media in the east and east as a foothold so as to extend their coverage across the country and provide a reference for the nationwide research Demonstration, but also hope to be able to theoretically solve the current problems in agriculture, rural areas and farmers in our country, for our country to achieve the goal of building a new countryside to provide reference and help. At the same time of highly economic development, what kind of changes have taken place in the rural areas about the contact and usage of the mass media? What is the interaction between the peasant audience and the mass media? Based on the discussion of these issues, Social surveys on the use of farmers and the media conducted in rural areas in eastern provinces and municipalities in the hope that through this large-scale questionnaire survey of rural residents in the eastern and central regions of China, it is not only possible for the mass media to find out the basic media for rural residents’ access to and use of the media The availability of first-hand information and information on the situation can also enable the media to understand its respective influence among rural audiences and play a positive guiding role in the further development of major media, especially in rural areas.