| Television, as a modern media, has great significance on the development of rural society upon its emergence. For the villagers who have accustomed themselves to the traditional ways of living, the advent of television completely broke the initially enclosed living pattern, TV, on it’s first appearance into the rural families, was more than a simple domestic appliance, it was also characterized with "public culture", those who witnessed the social change have some common memories or shared experiences on the television. TV sets, either from the early black-and-white to colored ones, or from initially assembled watching to watching alone at home later on, loaded too many villagers’common memories.Grounded on the specific environment of rural society, based on the villagers’ common memories, using various methods including field work, participant observation, questionnaire survey, depth interviews, this research focuses on the impacts which TV at is’s different stages of development bring to rural areas, analyses the correlation between TV’s development and the villagers’ thinking pattern, daily life and consumption life, points out that the TV as a medium, on one hand, strengthens the villagers’ open-mindedness, enriches the cultural life of rural areas and contributes to the realization of ideal social community, on the other hand, causes the villagers’imagining ability to dissolve, even blurs their value ideas, and accelerates the emergence of "knowledge gap" among them.On the basis of empirical research, the article puts forward the idea that development of TV media and that of rural society is in accordance. TV media has played a certain role in the development of rural society, at the same time, the development of the rural society in turn affects the television media’s reform, i.e. as the impetus of TV media’s reform. |
