Problems And Countermeasures Of The Knowledge Gap In The Urban And Rural Health Communication

China is a traditional agricultural country,49.68percent of the population live inrural areas. The health status of urban and rural residents not only has a direct impacton China’s economic construction and the entire national health quality, but alsorelated to social stability and sustainable development. in recent years, our stateinvested a large number of financial and material resources in rural areas. The ruraleconomy has developed very quickly, and the life of the peasants has been greatlyimproved, but comparing to the urban, the rural health status still not optimistic. Dueto historical, living environment, especially for economic reasons, the rural residentsin health care are always at a disadvantage.This study utilized the theory of communication, adopted the periodic systematicsampling， the random sampling way, to investigate the communications of healthabout Rural towns and urban residents which are representative in two countries ofSichuan，including some rural towns in Leshan and the urban. This research will use“Five W” theory and the Use and gratification, the Diffusion of innovation, mediaecology theory and Agenda-setting etc. to analyze the relationship between Healthcommunication differences in health communication of urban and rural healthcommunication and the awareness of health and their behavior. By doing this to geturban and rural health communication in the knowledge gap and build the strategy ofaction to reduce the spread of urban and rural health knowledge gap problem. Theresults showed that: first, the differences acceptance in the mass media of urban andrural differences in health communication is the direct cause of the knowledge gapexists; Second, different economic development and inequality is the root of causingof the media imbalance.Therefore，this topic put forward the following suggestions: First, the hardware side: increasing farmers’ income; increase investment in medical and healthundertakings; produce a health program suitable for rural residents. Second, software:health productivity. Prompted the majority of rural residents to understand theimportance of health information, and consciously take the initiative to absorb thehealth knowledge; strengthen the training of medical and health knowledge toimprove the rural residents the ability to consciously accept the health knowledge.