乡村治理视角下欠发达乡村村民媒介素养研究被引量：12

Villagers’ Media Literacy in Underdeveloped Rural Areas from the Perspective of Rural Governance

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摘要我国乡村社会已从根本上发生了变化,村落空间被重构,原来的熟人社会向媒介社会跨越,乡村也已进入大众媒介时代。要落实好乡村振兴战略和全面提升乡村治理水平,途径之一就是提升村民媒介素养,即需要提升村民对媒介的认识、选择、接触和使用的能力,以及提升村民对媒介信息的理解与鉴别、采集与整合的能力。欠发达地区村民的媒介素养基本状况还需要进一步提升,媒介可行能力有待大力加强。因为在媒介社会里,需要给村民提供和其他社会成员一样的媒介机会和信息可能。扶贫先扶智和志,提升农民的媒介素养有助于加快乡村村民现代化、公民化和市民化进程,有助于提升乡风和文明程度。通过对川北部分乡村的实地走访与调查,结合公开数据进行分析,发现欠发达乡村村民在媒介认知方面呈现出以下特征:媒介选择和信息接触单一,主要依靠的是电视,手机成为新宠,报纸、杂志较少被乡村受众选择,信息采集边界有限;信息处理简单化和意义接受浅层化;喜欢直观生动、简单明了的音视频和与农对接程度高的信息;在信息的选择与获取、加工与整合、记忆与运用等方面受到文化教育和信息技能的限制较大;媒介的可得性和信息费力程度约束了乡村受众获取信息主动性和可能性,对媒介活动的辨别与评价、表达与参与也存在明显不足;对媒介整体的社会认知失准等。在媒介行为方面,欠发达乡村村民则呈现出显著的娱乐化倾向和实用主义动机,同时也表现出对媒体的无明显知觉,媒介参与意向比例较低和群体失语等现象。造成这种局面的原因是多方面的,既有数据接入和信息覆盖的城乡差别、信息公益性缺少导致的共享有难度和村民自身信息能力等客观原因,也有村民媒介信息自我效能感低、媒介动机和设备使用时间不利于增强信息可行能力等主观因素。为此,应当合力解决媒介渠道、资源和内容失衡问题,帮助乡村民众树立媒介意识与理想、建构良好的媒介行为;同时,要特别重视媒介行为对乡村儿童认知发展的影响,引导儿童获取知识和正确认知社会,要着力构建健康和谐的乡村信息空间,促进乡村现代化治理。 As village space has been reconstructed and the original acquaintance society has leaped into the media society,the rural society in China has undergone fundamental changes and entered the era of mass media.One of the ways to implement the rural vitalization strategy and improve the level of rural governance in an all-round way is to improve villagers'media literacy,namely,to improve the ability to know,select,contact and use media as well as to understand and distinguish,collect and integrate media information.The basic situation of villagers'media literacy in underdeveloped areas needs to be further improved,and the feasible capacity of media needs to be strengthened because it is necessary to provide the same media opportunities and information possibilities to the villagers in underdeveloped areas as to other community members in the media society.To alleviate poverty,the first is to help people increase confidence in their own ability and access the education they need.Improvement of villagers'media literacy is conducive to speeding up the modernization,citizenization and urbanization of the rural villagers,and is good for the improvement of the rural style and civilization.Through field visits and surveys of certain villages in north Sichuan and analysis of public data,it is found that the residents of underdeveloped villages have the following characteristics in terms of media cognition:1)villagers have a unitary media choice and information contact,which is dominated by TV;2)mobile phone is becoming their new favorite;3)newspapers and magazines are rarely chosen by rural readers;4)information collection boundaries are limited;5)information processing and superficial acceptance of meaning are simplified;6)they prefer intuitive,vivid,and simple audios and videos,and information is highly compatible with rural areas;7)they are highly restricted by their cultural education and information skills in terms of information selection and acquisition,processing and integration,memorization and application;8)the availability of the media and the difficulty of information restrict the rural audience's initiative and possibility of obtaining information,resulting in obviously inadequate identification and evaluation,expression and participation in media activities,and inaccurate social cognition of the media;and 9)in the aspect of media behavior,the rural villagers in underdeveloped areas show a significant entertainment tendency and pragmatic motives,as well as a lack of obvious perception of media,a low proportion of media participation intention and group aphasia.The reasons behind these are multifaceted,ranging from objective ones such as urban and rural differences in data access and information coverage,the difficulty of sharing due to the lack of public welfare of information,and the informational capacity of the villagers themselves,to the subjective ones such as villagers'low self-efficacy of media information and media motivation and the media motivation and equipment use time not conducive to enhancing the feasible ability of information.Therefore,it is necessary to work together to solve the imbalance of media channels,resources and content,help rural people to establish media awareness and ideals,and build up good media behaviors.Meanwhile,special attention should be paid to the influence of media behavior on the cognitive development of rural children and great efforts should be made to construct a healthy and harmonious rural information space so as to promote the modernization of rural governance.

作者侯煜杜仕勇刘迅 HOU Yu;DU Shiyong;LIU Xun(School of Communication Science and Art,Chengdu University of Technology,Chengdu 610059,China)

机构地区成都理工大学传播科学与艺术学院

出处《四川理工学院学报（社会科学版）》 CSSCI 北大核心 2019年第6期39-51,共13页 Journal of Sichuan University of Science & Engineering(Social Sciences Edition)

基金国家社会科学基金项目（19XJY003）成都理工大学研究生质量工程项目（10800-00009830）