Mass Communication Differences Between Urban, Suburban and Rural Areas: Cross-Cultural Comparisons

This paper reviews various studies of media development patterns, all pointing to mass media growth's association with urbanization. The development and use of mass media differs greatly among urban, suburban, and rural areas. However, media development patterns are similar among countries, differing in the stage but not the pattern of media development. As modernization occurs, the media spread from larger urban centers to smaller towns and eventually into rural areas. When media development and availability are equal in urban, rural, and suburban areas, media use is similar. Greater media availability means greater media use, in time and in numbers of media, no matter what the geographic area. The choice and use of media definitely relate to one's place of residence and interest in community. Media choices are also influenced by social context and daily living and work patterns. Although personal and demographic factors such as income, education, and literacy are associated with mass media use, these variables have little predictive power in explaining urban, suburban, and rural communication pattern differences. In fact, mass media availability and relevant content can supersede the barriers of illiteracy in rural areas of developing nations. Research needs are suggested. (Author/TO)