Researches On The Functions And Strategies Of Mass Media In Improving Farmers' Environmental Awareness

For an agricultural country like China, environment protection is an inevitable trend in the future. The farmers'awareness of environmental protection will greatly influence the whole course. Although recent years with all kinds of mass media's reports and propaganda on environmental regulations, policies and some typical environmental protection cases, farmers has been improved a lot than ever before in the significance of awareness of environmental protection and the present environmental situation. However, farmers' actions in environmental protection lag behind their awareness.Facing up with such a big project as improving farmers'awareness of environmental protection, mass media plays an vital role. To achieve this strategic goal, we not only need to depend on organizational and administrative efforts, but also need to play a public advocacy role of the mass media, affecting society and uniting people. Therefore, how to play a good role of the mass media in constructing new countries means a lot for the new socialist countryside.Based on data drawn from the questionnaires and interviews conducted in Fuyang City Anhui Province, this paper looks closely into the status of farmers'environmental protection awareness and the problems with mass media by applying the theories in philosophy, communication, sociology and psychology. Meanwhile this paper figures out the function of mass media in the process of enhancing farmers'environmental protection awareness, and analyzes its pros and cons. Last but not least, this paper proposes a series of feasible measures to enhance farmers' environmental protection awareness from the perspective of mass media environment, efficiency and functions to make the three of mass media, government and rural development form a positive interaction, improving farmers'living standards and laying a solid foundation for the environmental protection.