长沙农村手机媒介研究

发布时间：2018-04-29 13:19

本文选题：农村 + 手机媒介消费　；参考：《湖南大学》2010年硕士论文

【摘要】： 中国的现代化进程继续推进,中国的农村和媒介环境都发生了很大的变化,手机在农村已不是稀奇品,不再是身份和地位的象征。过去,城市主流媒体发展研究始终成为传播学界关注的一个主位视角.沿着这样的思路,农村的传播研究被边缘化。尽管传媒科技相对发达,农民从中获得的利益却非常有限。在这样的背景下,为更好地使农村居民共享媒介技术进步,为正在进行的新农村建设提供理论和实践方面的支撑,本研究选择长沙市郊农村的两个乡镇——榔梨镇和黄兴镇。先对农村手机使用状况做初步了解,列出访谈提纲和确立变量,科学地设计问卷。在实施过程中,采用问卷调查和深度访谈相结合的方法,访问200多家农户,收回有效问卷160分。在深度访谈的同时,笔者将访谈内容录音,并进行整理分析。研究发现,农村年满16岁的居民一般都拥有手机。从手机媒介消费的内在需求来看,方便日常联系是购买手机的第一大动机,其次是节省电话费、工作需要、看别人用、觉得时尚等等。从手机媒介消费的外在刺激来看,人际传播中的口碑效应发挥着重要作用。其它传统的广告形式如墙体广告、营业厅的促销信息也都发挥着重要的作用。而在手机功能消费方面,通话功能是人们第一选择,上网功能远远落后于其它功能,而且各个职业特征功能消费又各自不同。总而言之,手机在农村之所以这样受宠,是与手机的特征密切相关的,比如可移动性和及时性、个性化和隐秘性、和其它媒介的融合性等等。调查还发现,农村居民用手机作为传播信息的工具,其传播主体、传播内容方面都具有中国传统农村的特色。传播主体方面明显还是亲缘关系的圈子占主要地位,内容方面又因手机作为大众传播、小众传播和人际传播工具的不同而不同。作为人际传播手段的手机媒介,其传播内容主要包括工作需要、突发事情、聊天等；作为小众传播手段的手机媒介,其传播内容主要包括情感沟通、付费的商业信息等；作为大众传播手段的手机媒介,手机媒介的传播内容主要包括基于互联网的浏览新闻、登陆QQ等。而这些又直接导致了其传播效果的不同。最后,农村居民对手机产生了不同程度的依赖,本研究采用传统的数学模型方法,将农村居民对手机的依赖度进行量化分析,发现农村居民对手机媒介的依赖因年龄、职业等不同而不同。基于对人性的思考,笔者对解决这个普遍存在的问题提供了一种思路。如果人们能延长自己的思考,把手机当做仅仅是人的延伸而不是人的器官,人们便有望从自己的智力成果中得到某种程度的解脱。
[Abstract]:China's modernization process continues to advance, China's rural and media environment has undergone great changes, mobile phone in rural areas is no longer a rare thing, is no longer a status and status symbol. In the past, the study of urban mainstream media development has always been a thematic perspective in communication circles. Along this line of thinking, rural communication research has been marginalized. Although the media technology is relatively developed, the farmers benefit from it is very limited. Under this background, in order to make rural residents share media technology progress better, and to provide theoretical and practical support for the ongoing construction of new rural areas, this study selected two towns in the rural areas of Changsha-Hammer Town and Huangxing Town. First of all, it makes a preliminary understanding of the situation of mobile phone use in rural areas, lists the outline of interviews and establishes variables, and scientifically designs the questionnaire. In the process of implementation, more than 200 farmers were interviewed and 160 valid questionnaires were collected by using the method of questionnaire and in-depth interview. At the same time, the author recorded the interview content and analyzed it. The study found that people aged 16 or above in rural areas generally own mobile phones. From the internal demand of mobile media consumption, convenient daily contact is the first major motivation to buy mobile phones, followed by saving telephone charges, working needs, watching others use, feeling fashion and so on. From the external stimulation of mobile media consumption, word of mouth effect plays an important role in interpersonal communication. Other traditional advertising forms such as wall advertising, sales promotion information also play an important role. In the aspect of mobile phone function consumption, the telephone function is the first choice, the Internet function lags far behind the other functions, and the consumption of each professional feature function is different. In a word, the reason why mobile phones are so popular in rural areas is closely related to the characteristics of mobile phones, such as mobility and timeliness, personalization and privacy, integration with other media and so on. It is also found that the mobile phone is used by rural residents as a tool to spread information, and its main body and content have the characteristics of traditional Chinese countryside. The main body of communication is obviously the circle of kinship, and the content is different because of the mobile phone as the mass communication, the minority communication and the interpersonal communication. As a means of interpersonal communication, the content of mobile phone communication mainly includes work needs, unexpected events, chat and so on; as a means of communication, mobile phone media mainly includes emotional communication, paid business information and so on. As a means of mass communication, mobile phone media mainly includes Internet based browsing news, landing QQ and so on. These, in turn, directly lead to the difference in its dissemination effect. Finally, rural residents have different degrees of dependence on mobile phones. In this study, the traditional mathematical model method is used to quantify the dependence of rural residents on mobile phones, and it is found that the dependence of rural residents on mobile media is due to age. Different occupations, etc. Based on the consideration of human nature, the author provides a way to solve this universal problem. If people can prolong their thinking and think of mobile phones as mere extensions of human beings rather than human organs, they can expect some degree of relief from their intellectual achievements.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206

【引证文献】