媒介对三农作用指标体系的研究路径及功能

The Research Method and Function of the Index System of the Effects Exerted by Mass Media on Countryside,Agriculture and Farmers

建立检测媒介对三农作用的指标体系,可以使媒介对三农作用的系列调查具有可比性与延续性,可以成为评价媒介作用、监测媒介发展状况的依据,并为政府有关部门提供决策依据。本文探讨了这一指标体系的研究路径,提出了应当以中国主流媒体的职责功能为出发点,以传播学为理论基础,以其功能说为维度。同时应当遵循定量与定性相统一、客观指标与主观指标相结合,指标应具有广泛的覆盖性并能加以量化等方面的原则。

This paper analyzes the value of constructing the index system of the effects exerted by mass media on countryside, agriculture and farmers, the specific research method and also the function on the rural development performed by mass media. This article points out that the establishment of the index system will contribute to the surveys on effects on countryside, agriculture and farmers exerted by mass media, providing the evaluation yardstick of media effects as well as the basis to supervise the development of media. Furthermore, it can help the govern- ment make political decisions. This paper argues that the index system should be based on the responsibility of the main Chinese media, the theory of mass communication, especially the theory of media＇s function, and according to several principles such as combining the quantitative analysis with qualitative ones, integrating the objective indexes and the subjective ones, and taking note of the coverage of this index system.