雲南少數民族受眾媒介接觸與知識、觀念和行為的相關分析
An Analysis of the Correlation between Media Contact and Knowledge, Concept and Behavior of the Audience in Yunnan Minority Regions
This research paper is written based on the first-hand materials from an investigation conducted and joined in by the author himself. Mass media coverage among and possible effects on different ethnic groups in Yunnan minority regions are extremely unbalanced and mass media contact situation of different groups differs greatly from one another. In the case of television, newspaper and radio, the correlation between newspaper and the groups ’ knowledge, concept and behavior is the most significant, followed in order by television and radio which sometimes shows an negative correlation. In addition through analysis of difference of possible powerful effects we can infer that traditional culture may be very important which influence effects of media.