中国农民对大众媒介的接触、评价和期待  

China's Peasants:Contacting,Evaluating and Expecting China's Mass Media

作　　者：傅海[1] 

机构地区：[1]宁波大学人文与传媒学院

出　　处：《新闻与传播研究》2011年第6期25-35,109,共11页Journalism & Communication

基　　金：教育部哲学社会科学重大攻关课题"构建和谐社会与新闻传媒关系研究"(05JZD00026)成果

摘　　要：本研究将中国农民置于大众传播过程中的主动认知者和接收者地位,采用宏观层面全国范围抽样调查问卷和微观层面实地观察访谈相结合的方法,考察中国农民对大众媒介的接触状况、价值评判和心理期待。本研究呈现和比较了宏观调查结果,比如农民对不同形式大众媒介的接触频次、偏好程度,农民对大众媒介舆论监督效果和在新农村建设过程中的作用评价,农民对大众媒介在乡村经济建设、政治生活、文化工作方面的期待。本研究描述和解释了微观观察和访谈结果,发现"使用与满足"理论在中国农民和大众媒介之间关系中的适用性和解释力,发现农民对大众媒介接触、评价和期待的较高程度主体性。本研究认为,中国大众媒介除了应该以信息服务者角色满足农民的日常媒介需求以外,还应该以改革参与者角色主动关注和开启有关中国农民和社会发展的重大问题。The paper considers that China's peasants are positive audience for mass communication and studies their exposure,evaluation and mental expectation for mass communication with the methods of sample survey around the nation and personal observation talk.It provides and compares macroscopic survey results such as peasants' exposure frequency,preference degree,the evaluation of public opinion supervision and mass media's effects for new country establishment,peasants' expectation for mass media's role in the countryside's economy,politics and culture development.The paper describes and explains the microcosmic observation and talk results,finding peasants' considerable subjectivity when contacting,evaluating and expecting mass media.The paper points that China's mass media not only ought to satisfy peasants' daily information needs,but also to actively care about and open some significant topics related to China's peasants and social development as it is one participant of China's reform.

关 键 词：中国农民 大众媒介 心理期待 评价 “使用与满足”理论 大众传播过程 宏观层面 新农村建设 

分 类 号：G206[文化科学—传播学]