The Media Use Analysis of New Generation Rural Migrant Workers' Adaptation to the Urban Society in China

Mass media has influenced the new generation rural migrant workers' culture adaptation based on their intimacy relationship of media use characteristics. This empirical study takes samples from Jilin province of Northeast China and analyzes this group's media use choice and differences through self-designed questionnaire scales. With the new generation migrant workers as audience subject, this study attempts to analyze mass media's influence on their adaptation to city life, demonstrate the needs gratification of job-hunting, daily life, interpersonal relationship, leisure and recreation. It also aims to identify the media use differences due to new generation rural migrant workers' diversity derived from demographic variables, contrast the use of traditional media with that of new media, and finally discuss the reasons for media use choice.