【摘要】 本文通过对绵阳市两个村庄的实地调查,探讨西部农村大众传媒的现状以及大众传媒与农村社会发展的关系。研究表明,在政治、经济、技术等多种因素的作用下,大众传媒对农村的社会发展具有一定效果。然而,在城乡二元结构的制度安排下,大众传媒的主流受众是城市人群,农民作为最大的社会群体,却被大众媒体排除在"目标受众"之外。这种受众定位,决定了大众传媒在农村的传播,无论在技术上还是内容上,都是先城市后农村。同时,向现代社会转型的农村,由于大众传媒的介入,传统的差序格局也发生了变化。更多还原

【Abstract】 This is a case study of two villages in Mianyang to investigate the current situation of mass media communication in the countryside of west China and the relationship between mass media communication and the social development in the countryside.The study shows that mass media communication has certain influence on the social development in the countryside,jointly influenced by political,economic and technological factors.Under the dualism of "city" and "countryside",farmers,as the largest social group,are ruled out because the city citizens are still regarded as the main target group of mass media communication.Such a social statue of farmers has greatly influenced the expansion of mass media communication in the countryside either in contents or in forms,which are far behind that of in cities.Meanwhile,with the interference of mass media communication,the change of the traditional divergence structure of the countryside has taken place while the villages are being transferred to modern form.更多还原