贫困地区对农信息传播有效性研究——对贵州国家级贫困县的调查

Research on the Effectiveness of Information Dissemination to Farmers in the Poor Areas——An Investigation of State-level Poverty Counties in Guizhou Province

为优化贫困地区对农信息传播的路径和方法,文章对贵州三个国家级贫困县的农民进行深度访谈,并采用"西部农村信息传播有效性评价指标体系"对当地主要媒介的有效性进行测评。研究发现:农民信息意识淡薄,信息需求不明显;信息获取渠道较单一,主要依赖电视、人际、组织等传统媒介;三种媒介信息传播的有效性均不高,信息富农的效用难发挥。提出应通过增强贫困地区农民的信息意识、制作简单易用的信息、降低信息获取成本,以及营造良好的信息传播环境等措施予以改善。

In order to optimize the path and methods of information dissemination to farmers in Guizhou poor areas, the article interviews some farmers who come from three state-level poverty counties and evaluate the effectiveness of the main local media through ＂Western Rural Information and Communication Effectiveness Evaluation Index System＂. The study founds：farmers＇ information consciousness and information needs are not obvious;access to information is simple,mainly relying on traditional medias,such as television,human and organization; the three media information dissemination do not achieve high effectiveness. So measures are proposed such as promoting farmers＇ awareness of information in poverty-stricken areas,making the information easy to use, reducing the acquisition cost of information, creating a favorable environment for information dissemination and so on.