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文章以中国东北地区农村受众作为研究对象,阐述了媒介素养对社会主义新农村建设的意义,采用面对面进行访谈和问卷调查的方法采集数据,考察了东北地区农民媒介素养的现状,剖析了媒介对农村受众传播效果的各个方面。调查表明,东北地区农民的媒介接触严重失衡,媒介素养亟待提高,加强对农民的媒介素养教育已成为当前社会主义新农村建设中迫在眉睫的艰巨任务。由此作者提出了社会主义新农村视阈下媒介对农村受众传播策略的若干建议,从而为培养和造就新型农民,使其更好地使用大众传媒,参与传播活动,促进其自身全面和谐发展和农村现代化的实现提供有效咨询。
The article takes the rural audiences in northeastern China as the research object, expounds the significance of media literacy to the construction of new socialist countryside, collects the data by face-to-face interviews and questionnaires, examines the present situation of the rural media literacy in Northeast China, Rural audiences spread all aspects of the effect. The survey shows that there is a serious unbalance of media contact among peasants in northeast China and the media literacy needs to be improved urgently. Strengthening the media literacy education for peasants has become an urgent and urgent task in the construction of new socialist countryside. Therefore, the author puts forward some suggestions on media’s tactics of transmitting rural audience under the new socialist countryside so as to cultivate and bring up a new type of farmer, make better use of mass media, participate in communication activities and promote their own all-round and harmonious development Rural modernization to provide effective advice.