The Effect Study Of Commercial Media Contact Of The Rural Dwellers On Their Consumption Conception

From the angle of sociology, using questionnaire and documentaries as our way of collecting data, this thesis describes and analyzes the rural dwellers' commercial media contact and their consumption conception, pays emphasize on discussing the commercial media contact of the rural dwellers' influence on their consumption conception, and explains and discusses it with correlated theories of sociology and medialogy.The paper includes five parts. The first part elaborates the study's objective, meaning, current studies in this area and the research design. The second part describes the condition of commercial media contact of the rural dwellers. The study measures the commercial media contact of TV, radio, newspaper and outdoor commercial of the rural dwellers from four dimensions respectively, including the contact frequency, the contact time, the preference and the trust of the commercial medias, and describes the contact characters of the four commercial medias of the rural dwellers respectively. The third part describes the state of the rural dwellers' consumption conception, analyzes different rural dwellers group's discrepancy in consumption conception and reveals their diversity. The result finds that the rural dwellers' consumption conception mainly can be classified mixed pattern, and the traditional pattern and modern pattern exist together. In conclusion, the consumption conception of the rural dwellers is marching from traditional type to modern type. The fourth part is the most important part of the study. Is this part, we analyze the influence factors of the consumption conception, including individual factors, mass media elements and the commercial media contact factors. We especially analyze the various indictors of the rural dwellers' commercial media contact's influence on their consumption conception. The result is that the individual characters such as the age and the marital status, the amount of mass media contact, the time spent on commercial media and the preference of commercial media content affect their consumption conception. The more time the rural dwellers spent on contacting commercial media, the more modern the consumption conception of them, and vise-visa. Similarly, the more commercials with more modern information preferred by the rural dweller, the more modern the consumption conception of them, and vise-visa. The last part sums up the main findings of the study and projects the existing problems and correspondent suggestions.