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This study is based on the national sample survey data from the China General Social Survey from 2012 to 2021 and analysed using the Age-Period-Cohort-Interaction Model (APC-I) model. It is found that TV use in rural China shows a triple differentiation of age-dominate life cycle, period-reflect technological impact and cohort-engrave with policy imprint. It shows a generational gradient of \u2018elderly dependency, middle-age smoothness, youth substitution\u2019. This evolution is driven by a combination of policy-enforced popularisation and household life cycle. Based on the above findings, the study suggests mitigating intergenerational differentiation, optimising content provision, promoting media convergence and providing policy support to facilitate equitable distribution and efficient use of rural media resources and to further promote inclusiveness and social equity in information dissemination.<\/jats:p>","DOI":"10.1177\/01655515251359764","type":"journal-article","created":{"date-parts":[[2025,9,6]],"date-time":"2025-09-06T07:43:02Z","timestamp":1757144582000},"page":"962-974","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["Age, period and cohort: A study on the trends of television media use in information access for rural residents in China"],"prefix":"10.1177","volume":"52","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7467-8955","authenticated-orcid":false,"given":"Yanhong","family":"Wang","sequence":"first","affiliation":[{"name":"School of Management, Hangzhou Dianzi University, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yi","family":"Wang","sequence":"additional","affiliation":[{"name":"School of Information Management, NanJing University, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Peiwen","family":"Wu","sequence":"additional","affiliation":[{"name":"School of Information Management, NanJing University, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2025,9,6]]},"reference":[{"key":"e_1_3_2_2_2","unstructured":"National Radio Television Administration. 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