This paper discusses the interaction of rural society of ethnic minorities and mass communication, based on the ethnography and case studies. The focus of this paper is that how mass media influences the social structure and cultural structure of the rural society. This paper argues media should be considered in the basic context in which it exists and functions. In the process of formation and process of the complex social networks, the power of media plays an important role as other powers, such as social life, economic operation and cultural influence. This paper is a theoretical exploration of ethnic communication research.