%0 Journal Article
	%A Qin Guo
	%D 2012
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 72, 2012
	%T Integrated Approach of Development Communication
	%U https://publications.waset.org/pdf/10834
	%V 72
	%X Internet application in China has maintained a constant
development tendency in the past decade. China is now one of the
most populous countries in terms of internet user population. While
offering enormous opportunities, the dramatic digitalization also
brings about a series of challenges that demand urgent attention.
Digital divide is one of the challenges that affect China as well as other
countries in the world. This paper examines digital divide in the
Chinese context from the perspective of development communication.
Through a case study of a rural township under the backdrop of the
rapid internet development in China, the paper discusses the
economic, psychological and cultural roots of digital divide; and
explores development communication strategies addressing the roots
of digital divide. It is argued that development communication must be
responsive to the potentialities and preferences of the specific society
and serve the purposes of participation and sustainability.
	%P 3487 - 3494