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乡村社区媒介与农民的信息现代化

Rural Community Media and Farmers’ Information Modernization

China News Review / 2022,3(1): 17-28 / 2022-02-10 588 594

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• Authors: 原永涛     
• Information:

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• Keywords: Rural communication; Peasants; Community media; WeChat group 乡村传播；农民；社区媒介；微信群
• Abstract: The modernization of peasants, that is inseparable from the modernization of agriculture and countryside, has been examined in communication studies mainly focusing on the consequences of mass media. Based on the field investigation in Baima village, this paper puts forward the concepts of rural community media and individuals’ information modernization as analytical framework to explore the correlation between media use and personal development of the peasants. Result shows that the traditional community media such as audio broadcasts hardly function nowadays and WeChat groups are rising to be appealed to. However, in accordance with the purpose and preference for selfentertaining, the use of WeChat groups does not result in improvements of peasants’ knowledge or cognitive structure. In the light of the investigation, the practices of rural communication in future should make more efforts to improve quality of contents and efficiency of delivery in additional to the relatively well-developed media infrastructure. 乡村振兴要求推进农业农村的现代化，农民个体的现代化是其中的必要组成部分。本文从传播学视角的“传播与人的现代化”命题出发，选取乡村社区媒介这一特定媒介形态，考察它在农民的媒介使用和信息现代化过程中的作用。基于白马村的个案研究表明，传统乡村社区媒介（乡村广播、布告栏等）的信息传播功能正在瓦解，乡村微信群作为一种新型社区媒介被积极使用。但乡村微信群目前更多被用于娱乐消遣性用途，在提升农民知识水平、改善认知结构、促进个体信息现代化方面的效果尚不明显。未来的乡村传播建设应重点关注农民接触的 信息品质及接收效率。
• DOI: https://doi.org/10.35534/cnr.0301003
• Cite: 原永涛．乡村社区媒介与农民的信息现代化［J］．中国新闻评论，2022，3（1）：17-28．