CAJ | 학술논문

在大众传播媒介普及的西藏农村，生产方式、治理方式、个体生活都影响着媒介的使用，电视已成为村民接触与使用的主要媒介。文章以山南地区扎囊县沙布夏村为例，调查了该村村民接触、使用与认知媒介的状况，并进行了分析。认为，电视媒介传播的官方资讯与微信传播的草根资讯将成为未来广大农牧区信息环境的重要组成部分。传播媒介在社会建设中并不具有发生学意义的因素，只有与资金、当地自然环境、社会环境等因素相匹配，才能在最大限度上发挥自己的催化剂作用。
재대음전파매개보급적서장농촌，생산방식、치리방식、개체생활도영향착매개적사용，전시이성위촌민접촉여사용적주요매개。문장이산남지구찰낭현사포하촌위례，조사료해촌촌민접촉、사용여인지매개적상황，병진행료분석。인위，전시매개전파적관방자신여미신전파적초근자신장성위미래엄대농목구신식배경적중요조성부분。전파매개재사회건설중병불구유발생학의의적인소，지유여자금、당지자연배경、사회배경등인소상필배，재능재최대한도상발휘자기적최화제작용。
Mass media is popular in the rural areas of Tibet. Thus, the production, governance and individual life of the people in rural Tibet affect the use of media, and television has become the main media the villagers ac-cess to. A case study has been done on the media use and media perception of the villagers of Sabusha Village in Zhanang County of Lhoka Prefecture, and it is found that the official information broadcasted via television and the unofficial via micro-letters will occupy an important position in the information environment of the agricultur-al and pastoral areas. Media play its catalyst role in maximum in social development only when media match with other factors, such as, finance, local natural environment, social conditions, etc.