Survey Of Publicity Of The Family Planning In Rural Areas Under Beautiful Countryside Construction Background

With the development of social and economic context, the focus of the government policies has turned to rural areas, which also encourages more and more scholars and experts to distract their attentions from cities to rural areas, and the number of studies about acceptance level and influence of policies’publicity in rural areas has increased greatly. During the information collection and analysis process, I found the rural birth controlling policy’s publicity which is the main content of rural areas policies’publicity has formed a systematic mode during the last thirty years. However, people are less likely to pay attention to it in academic field and the number of studies about its systematic mode is less than expected.Anhui Province began to implement beautiful rural construction in September2012, and I chose a typical urban village-Ten Mile Village to do research under this background. By analyzing new changes of local family planning publicity and new requirements of its target audience since the construction of a better country, we can find new problems existed and provide suggestions to improve the family planning publicity.This essay was declared from three aspects:Firstly, through field research and questionnaire survey in Ten Mile Village, I got a basic sense of the family planning propaganda’s status and changes, as well as women of child-bearing age’s acceptance, satisfaction and new demands to the family planning propaganda. Secondly, on the basis of communication sciences, focused on the advertising, publicity channels and promotional methods of the family planning in Ten Mile Village, I had done a macroscopic analysis. Thirdly, after analyzing the Ten Mile Village’s family planning publicity’s problems and understanding the development of the family planning publicity, combined with women of childbearing age’s feedback and demands, I proposed some suggestions to help improving the family planning publicity.This essay was divided into six parts, namely the introduction, the status of family planning propaganda, women of childbearing age’s acceptance and demands, problems existed, suggestions, and conclusion.In the preface, mainly explained the concept of a better country, family planning, family planning propaganda and women of childbearing age, as well as provided an instruction of opinion leaders,"noise". The domestic related literature research, the cause, purpose, significance research methods and the structural framework of this essay were also stated in this part.During the introduction of the status of the Ten Mile Village family planning propaganda, the essay introduced the basic information from the contents, channels, and methods and drew the conclusion that the family planning publicity’s funding had increased greatly and the channels and methods were diversity and each had its own characteristics. Under the beautiful countryside construction background, combined with field experience, summed up the Ten Mile Village family planning had been changed in four aspects:positions strengthened, environment optimized, forms varied and contents enriched.The chapter of women of childbearing age’s acceptance and demands introduced the basic situation of rural women of childbearing age. On the basis of the analysis of the sample, through questionnaires and empirical research methods, I learned that women of childbearing age in rural areas were satisfied with the family planning propaganda, however, they also proposed that the promotional content should be more in line with individual needs, the publicity channels should not only convenient but also be authority and the methods should be more easier to understand.From the above analysis the problems can included as follows. Firstly, the selections of promotional contents were single and general, which were behind the step of latest policies. Secondly, the mass media’s awareness on family planning was not high, the overall level of advocacy organizations needed to be improved and the "noise" phenomenon almost existed everywhere. Thirdly, the propaganda was not specified and schematized enough, which in turn could not satisfy the needs of the target audience.Recommendations are as follows. To begin with, the concept of family planning propaganda should be more creative, which needed to combine with the latest current affairs, the hot points and the audiences’core concern. Secondly, from the aspect of promotional channel, we can use the mass media to balance the demands and supplies, and on the other hand we should strengthen personnel training and team building to enhance the authenticity and objectivity. Thirdly, from the aspect of propaganda, we can explore more creative way to turn the "momentum-based" propaganda into the service-oriented propaganda, to change the one-way propaganda to two-way interactive propaganda and pay more efforts to the development of the family planning propaganda.The last chapter is a summary and under the viewpoint of that the development in rural areas can satisfy the needs of the government and citizens, this essay gives the prospect of the future development of the Family planning propaganda.