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当前,农村受众对大众传媒的使用程度和20世纪80年代相比有了很大提高,但从整体水平来看,媒介资源配置远离农村,农村受众不能充分享受到城市受众所拥有的媒介资源。大众传媒所传播的内容,对农村社会所带来的影响既有正面的,也有负面的。媒介运作体制和农村社会生活状况对大众传播现状有着直接的影响。在大众传播现状把握和功能预期方面,应当充分考虑到媒介运作体制和农村社会生活状况的影响,只有媒介运作体制和农村社会生活与农村的发展建设相协调,农村的大众传播现状才能从根本上得到改进,从而使大众传媒在农村成为积极有效的信息传播渠道。
At present, the rural audience’s use of the mass media has greatly improved compared with that of the 1980s. However, on the overall level, the allocation of media resources is far away from rural areas and rural audiences can not fully enjoy the media resources owned by urban audiences. The content that the mass media disseminates has both positive and negative effects on rural society. The media operation system and rural social life have a direct impact on the status quo of mass media. In terms of the status quo and functional expectations of the mass media, we should give full consideration to the influence of the media operation system and rural social life. Only when the media operation system and rural social life are in harmony with the development and construction in rural areas can the present state of mass media in rural areas be fundamentally Be improved so that the mass media will become an active and effective channel for information dissemination in rural areas.