论文标题:大众传媒与西部农村现代化
Mass Media and Modernization of the Western Region Village
论文作者 王文棣
论文导师 贾应生,论文学位 硕士,论文专业 社会学
论文单位 西北师范大学,点击次数 231,论文页数 78页File Size5490k
2003-05-01论文网 http://www.lw23.com/lunwen_2332812/ 大众传媒,议程设置,西部农村,现代化,“扩散—增长极”理论
Mass Media;Agenda-setting;Western rural;Modernization;Theory of "pervasion-increasing pole
大众传媒是当代文化的最强势的决定性因素，大众传媒议程设置是当代大众传媒研究的核心问题。大众传媒通过议程设置不仅影响着城市社会，而且影响着农村社会。在当代中国，农村的现代化变迁与大众传媒息息相关。在西部农村，现代化要素与大众传媒之间同样存在着一种不可分割的联系。大众传媒组织占有传播工具，通过“输入—构建即媒体议程设置—传播—解读即公共议程设置”或“投入—生产—销售—消费”这一系统程式影响着现代社会，控制公共话题，进而控制公共领域；媒体议程存在于媒体文本之中并影响公众生活方式和行为，其主要表现为存在于社会生活之中的公共议程；借由此，大众传媒影响社会变迁和现代化过程；农村的公共议程存在于村民生活之中，大众传媒通过媒体议程设置了甘肃农村的公共议程，进而对西部农村现代化进程产生影响；在此其中，受众个体因素起了决定性作用，同时农村社区中的精英群体发挥了再传播和引领作用；而大众传媒对甘肃农村议程设置更多的是一种单向影响。 本文将理论研究与实证研究相结合，综合使用文献研究、结构式访谈、观察、内容分析和统计分析等社会学方法，以甘肃省临夏回族自治州积石山保安族东乡族撒拉族自治县银川乡银川村、甘肃省部分城镇受众和国内和甘肃省主要媒体为研究对象，探索了当代文化、传播与大众传媒的关系、媒体议程设置、公共议程设置和甘肃省议程设置的特点，检验了议程设置假设，研究了大众传媒对银川村的议程设置过程、影响因素及其对西部农村现代化进程的影响。在此基础上，建立了“扩散—增长极”理论模型，在宏观社会发展战略上和微观大众传媒传播效果取得上提出了一些独创性的观点和政策建议。
The Mass Media is the most-powerful determinant of the contemporary culture. The Mass Media Agenda-setting is the core problem in the research of Mass Media. The Mass Media inflects the society of urban and rural with the Agenda-setting. In contemporary China, the rural modernization variance with the Mass Media has the vitally correlation. In the western region village, modernization main factor and the Mass Media is same to exist a kind of indivisible contact. The Mass Media organizes occupy the media, affect modern society by the pattern as "input-frame ( medium-agenda ) -communicate-explain ( public-agenda ) " or "invest-produce-sell-consume", control the public topic, then control the public realm; Medium-agenda exists in medium texts, affects the public life-styles and individual behaviors, its main performance is the public-agenda that exists in society life; the Mass Media affects the society variance and modern process with this pattern; The public-agenda of the village exists in the life of village people, the Mass Media sets the public-agenda of the village in Gansu province with the medium-agenda, then, influences the western region village modernization progress; in this course, the individual factors of the audience are the decisive function, the village elite in the community develops the function of guide and spreads again at the same time; but the Mass Media sets the agenda-setting of village in Gansu province is a kind of single direction influence more.This paper combines the Theory Research with the Demonstration Research together, synthesizing to use the method of Sociology, Literature Research, Construction Type Interview, Observe, Content Analysis and Statistics Analysis, and so on, taking some audience in Yinchuan village and the cities of Gansu province, some Chinese Mass Media and Gansu province Mass Media in the research as target, exploring the relationships between the contemporary culture, communication and Mass Media, the characters of media agenda-setting, public agenda-setting and agenda-setting in Gansu province, examining the Agenda-setting Hypothesis, investigating the process of Mass Media agenda-setting in Yinchuan village, the effectvariables and the influences in the process of modernization in western region village. On the basis of this research, establishing the theory model of "pervasion-increasing pole", bring forward some creative viewpoint and policy advice for the government.
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