發(fā)布時間：2018-04-29 13:19

  本文選題：農(nóng)村 + 手機媒介消費�。� 參考：《湖南大學》2010年碩士論文

【摘要】： 中國的現(xiàn)代化進程繼續(xù)推進,中國的農(nóng)村和媒介環(huán)境都發(fā)生了很大的變化,手機在農(nóng)村已不是稀奇品,不再是身份和地位的象征。過去,城市主流媒體發(fā)展研究始終成為傳播學界關注的一個主位視角.沿著這樣的思路,農(nóng)村的傳播研究被邊緣化。盡管傳媒科技相對發(fā)達,農(nóng)民從中獲得的利益卻非常有限。在這樣的背景下,為更好地使農(nóng)村居民共享媒介技術進步,為正在進行的新農(nóng)村建設提供理論和實踐方面的支撐,本研究選擇長沙市郊農(nóng)村的兩個鄉(xiāng)鎮(zhèn)——榔梨鎮(zhèn)和黃興鎮(zhèn)。先對農(nóng)村手機使用狀況做初步了解,列出訪談提綱和確立變量,科學地設計問卷。在實施過程中,采用問卷調(diào)查和深度訪談相結合的方法,訪問200多家農(nóng)戶,收回有效問卷160分。在深度訪談的同時,筆者將訪談內(nèi)容錄音,并進行整理分析。研究發(fā)現(xiàn),農(nóng)村年滿16歲的居民一般都擁有手機。從手機媒介消費的內(nèi)在需求來看,方便日常聯(lián)系是購買手機的第一大動機,其次是節(jié)省電話費、工作需要、看別人用、覺得時尚等等。從手機媒介消費的外在刺激來看,人際傳播中的口碑效應發(fā)揮著重要作用。其它傳統(tǒng)的廣告形式如墻體廣告、營業(yè)廳的促銷信息也都發(fā)揮著重要的作用。而在手機功能消費方面,通話功能是人們第一選擇,上網(wǎng)功能遠遠落后于其它功能,而且各個職業(yè)特征功能消費又各自不同�？偠灾�,手機在農(nóng)村之所以這樣受寵,是與手機的特征密切相關的,比如可移動性和及時性、個性化和隱秘性、和其它媒介的融合性等等。調(diào)查還發(fā)現(xiàn),農(nóng)村居民用手機作為傳播信息的工具,其傳播主體、傳播內(nèi)容方面都具有中國傳統(tǒng)農(nóng)村的特色。傳播主體方面明顯還是親緣關系的圈子占主要地位,內(nèi)容方面又因手機作為大眾傳播、小眾傳播和人際傳播工具的不同而不同。作為人際傳播手段的手機媒介,其傳播內(nèi)容主要包括工作需要、突發(fā)事情、聊天等；作為小眾傳播手段的手機媒介,其傳播內(nèi)容主要包括情感溝通、付費的商業(yè)信息等；作為大眾傳播手段的手機媒介,手機媒介的傳播內(nèi)容主要包括基于互聯(lián)網(wǎng)的瀏覽新聞、登陸QQ等。而這些又直接導致了其傳播效果的不同。最后,農(nóng)村居民對手機產(chǎn)生了不同程度的依賴,本研究采用傳統(tǒng)的數(shù)學模型方法,將農(nóng)村居民對手機的依賴度進行量化分析,發(fā)現(xiàn)農(nóng)村居民對手機媒介的依賴因年齡、職業(yè)等不同而不同�；趯θ诵缘乃伎�,筆者對解決這個普遍存在的問題提供了一種思路。如果人們能延長自己的思考,把手機當做僅僅是人的延伸而不是人的器官,人們便有望從自己的智力成果中得到某種程度的解脫。
[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.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G206

【引證文獻】

相關碩士學位論文 前2條

1 徐玉濤;居民手機使用的影響因素分析[D];蘭州大學;2011年

2 趙海英;手機：農(nóng)村居民生活方式變遷的推進器[D];哈爾濱工業(yè)大學;2011年

，

本文編號：1820096