BI Hong-wen.Effect Analysis of Media Models on Farmer’s Information Acquisition in Heilongjiang Province[J].Northern Horticulture,2012,36(24):197-202.
媒介传播形式对黑龙江农户获取信息的效果分析
- Title:
- Effect Analysis of Media Models on Farmer’s Information Acquisition in Heilongjiang Province
- 文章编号:
- 1001-0009(2012)24-0197-06
- Keywords:
- Heilongjiang; information media; spread mode; effect analysis
- 分类号:
- S-01
- 文献标志码:
- A
- 摘要:
- 选取黑龙江省有代表性的以大农业和经济作物规模化生产的农业县、乡为对象,运用大众传播学的理论，从大众传播程序的逆向方向入手，通过参与式农村评估、个案访谈、问卷调查和统计分析的方法，对现阶段黑龙江省广大农村农民获取信息的主要媒介形式、信息需求现状和信息需求的程度进行统计分析和比较研究。结果表明：黑龙江省不同经济收入地区农户获取信息的程度和媒介利用率不同，低经济收入地区农户信息需求意识薄弱，平均信息需求率仅为33.62%,媒介利用手段单一；中等经济收入地区农户信息需求敏感度增强，平均信息需求率为44.03%，获取信息的渠道明显比贫困地区广，但媒介使用率较低；相对富裕地区农户获取信息的愿望比中等经济收入地区和贫困地区的农户明显增强，平均信息需求率约为59.71%，且媒介利用手段多样化，该地区的农户更多地关注市场信息、农产品销路信息和政策、法规类信息。并针对不同地区信息传播的特点，提出了对策建议。
- Abstract:
- From the reverse program of mass communication，the major information medias spread modes and demands in representative agricultural and large-scale production of cash crops towns and countries were investigated and compared by participatory，case visit，questionnaire survey and statistical analysis using Mass Communication Theory.The results showed that the degree of accessing information and media utilization in different economic area in Heilongjiang province were different，farmer’s information consciousness in lower income area was weak and obscure，the average information acquisition rate was only 33.62%；famers in middle income areas were more interested in scientific and technological information and could obtain them from different channels，with information acquisition rate 44.03%，however most of information could not be applied in production.The MIAR in affluent areas was the maximum 59.71%，famers paid more attention to product marketing，agricultural policies and laws，they could get information from various medias and apply them in agricultural production.According to the characters of information communication in different regions，some suggestions were put forward.
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备注/Memo
第一作者简介：毕洪文（1964-），女，硕士，研究员，现主要从事农业信息技术的传播与利用等研究工作。