摘要:社会人口学理论表明，一个人的生育行为首先决定于其生育意愿，而这种生育意愿又是由人们所处的社会文化环境所决定的。本次通过问卷的形式，对户外媒介对普洱市墨江县哈尼族女性生育意愿的影响进行调查分析。受户外媒介的影响，我国的计划生育政策及相关理念更多地为哈尼族妇女所接受，她们对孩子质量的追求正在替代对数量的追求；重男轻女思想正在淡化；生育目的呈现多元化；生育时间的选择更加自主、理性。她们的生育意愿发生了较大的转变，与国家现行的生育政策之间的差距大为缩小。

关键词：户外媒介；哈尼族女性；生育意愿；影响

ABSTRACT:The theory of social demographic shows that human’s fertility behavior mainly depends on their fertility motivation. And as a fact, the motivation is easily influenced by the culture around them. This time will show the point in the form of questionnaire survey, whose result comes from the discovery that research females in Mojiang Hani Autonomous County to learn about their fertility motivation. Influenced by out-of-homemedia, China's family planning policy and related ideas are welcomed by them. Their children to the pursuit of quality is being substituted on the amount of pursuit. Besides, the traditional “son preference” view is on the point of weakening. Furthermore, the purpose of the family is being diversified. Last but not least, their selection of birth time is more independent and rational. The fertility motivation of them has changed a lot and is quite similar with the birth policy of China nowadays.

Keywords: out-of-homemedia, Hani female, fertility motivation, influence

　　　户外媒体经历了漫长历史的考验，到今天还再发挥作用，表明其在传递信息、扩大影响方面效果突出。户外媒体自身的属性，决定了它的地位。户外媒体24小时的高暴露度、信息的重复贡献、可塑性强等优势，被越来越多的人青睐。我们要充分利用其优势，挖掘其潜力，发挥其作用。还要重视和改善它的不足，要考虑受众的特点及对内容的需求，按照不同的受众制作不同的内容，真正为受众考虑，转变单纯“我说、你听”的模式，在未来发展中应考虑互动，提升影响力。随着新技术的应用，媒介之间的竞争越来越大，平面化的户外媒介，要依靠新技术，与时俱进，才能更好的发展，更好的发挥作用。