媒介使用动机与文化消费——以江苏省三地城乡居民为对象的考察  

On Culture Consumption and Motivation of Media Utilization——A Case Study of Urban and Rural Citizens of Three Areas in Jiangsu

作　　者：郑欣[1] 

机构地区：[1]南京大学新闻传播学院,南京210093

出　　处：《南京大学学报（哲学．人文科学．社会科学）》2006年第5期126-134,共9页Journal of Nanjing University(Philosophy,Humanities and Social Sciences)

基　　金：国家社科基金项目(04BXW013)

摘　　要：目前我国媒介发展水平是不均衡的,这不仅体现在硬性的媒介发展指标上,而且更多地体现在媒介使用动机等软性指标的城乡与地区差别上。差别的存在必然导致“知沟”问题的出现,进而影响全面小康社会的建设。因此,在充分认识和重视媒介使用动机城乡与地区差别的基础上,需要对乡村社会、欠发达地区等信息消费弱势群体的媒介使用动机进行积极、健康的引导,并加强公众媒介素养教育和媒介消费现代性的培养。只有如此,才能提高我国居民文化消费的整体水平,促进我国全面建设小康社会目标的顺利实现。The development level of media in China is so far uneven, which is made evident not only with those solid indicators of media development, but also with such soft indicators as reflected more in urban-rural differences and regional differences in motivation of media utilization. These differences inevitably lead to the appearance of ＂knowledge gap＂, which affects the construction of an MPS in a negative way. For this reason, we should fully recognize and take seriously the urban-rural and regional differences in motivation of media utilization so as to help those of disadvantaged groups in underdeveloped rural areas with their motivation of media utilization. An active and healthy guidance should be provided that the public may improve their knowledge of modern media and their consumption. Only in this way can our cultural consumption be truly increased and our society be turned into an all-round MPS.

关 键 词：文化消费 媒介使用动机 知沟 

分 类 号：G206-F[文化科学—传播学]