Interactive Relationship Of The Mass Media And Rich Farmers And Countermeasures

Since "11th Five-Year" plan proposed that priority should be given to building a new socialist countryside, more and more scholars have paid close attention to Rural Communication. The media of mass communication have been widely used in east rural areas. However, there are few empirical studies on how the media influence farmers and how they interact. Especially, the research on the relationship between rich farmers and the media is even fewer.With the rapid development of the rural economy in Zhejiang Province, more and more farmers are becoming rich. They demonstrate a strong interest in taking part in state affairs since their Lifestyle have been changed. The media of mass communication not only influence their lives, but also become their tools.From the perspective of Rural Communication Theory, the writer attempts to make an empirical investigation into the relationship between rich farmers in the east and the media of mass communication with Uses and Gratification approach, Knowledge Gap and Cultivation Theory. Meanwhile, the writer analyzes the problem from three aspects of government, media and countryside with concentration on CPC's requirements of new socialist countryside.The writer attempts to put forward some constructive viewpoints and suggestions and provide relevant empirical data for the research of the Media of mass communication and the new rural construction in the east.