Media Consumption Of Rural Youth In Hubei Province

We are in the era of rapid development of information technology,new media consumption patterns emerge in endlessly,and the media products of consumer's consumption are also changing rapidly.The research on urban residents and special group's media consumption is relatively more,however,the rural youth system comprehensive study of media consumption,but very few.In the new media environment,the media consumption changes brought about by the media consumption is the same as the rural areas where the relatively remote and economic level are relatively backward.This article to "use and gratification theory based construct research framework,by way of combining macro survey and the micro depth interviews,in Tianmen Hubei Province Rural Youth launched an investigation,explore behind the media consumption status of internal mechanism and influencing factors.The survey was carried out in February 2015,a total of 300 questionnaires were issued,249 valid questionnaires were returned,the effective rate was 83%,the reliability of the test reached 80.9%.The results are as follows:the first chapter of this paper,explain the research background and significance;the second chapter,reviews the related literature,defines related concepts,and to apply to the theory;the third chapter is the theoretical framework of this thesis,put forward the corresponding research hypotheses;the fourth chapter,the method and process of the research,introduces the research applied to the research methods and research process;the fifth chapter research found,the collected questionnaire data visualization and detailed interpretation of data,change data in conjunction with the relevant theory of the in-depth analysis,to explore the influence of data behind the rural youth media consumption factors mechanism;the conclusion part,of this research were summarized,and how to information dissemination in rural areas play a role of executive body recommendations.Statistics17.0 SPSS and Excel were used in the data of the research in the late stage of this research.Study found that in Jingling town rural media consumption showed the following changes:rural youth on TV the highest satisfaction.The rural family media penetration rate showed a "TV>mobile phone>computer>newspaper>magazine>radio";media consumption patterns of rural youth show " TV>mobile phone>computer>newspaper>magazine = radio " state,it is worth noting that TV,mobile phone consumption is only 0.3%,the media consumption patterns rural youth and young city showed a tendency of convergence;news information is the primary content of rural youth media consumption;rural youth launched media consumption is mainly based on"contact the relatives" and "entertainment" motivation;"easy to use" "reputation" is the rural youth media contact of the main factors affecting the population attributes of media;the consumption of rural youth force is extremely strong,especially the age and educational status;personal motivation and assessment of the media are significantly related with the rural youth media consumption;rural youth about the media consumption time,the amount of spending fluctuations,rural youth new media consumption ecological imbalance.