基于受众视角的中国农村地区信息传播能力评价研究——以京津冀鲁为例

Evaluation Study on Information Dissemination Capacity in Rural China under Audience Perspective Based on the Empirical Analysis of Beijing,Tianjin,Hebei and Shandong

文章基于传播要素视角,构建了基于受众视角的农村信息传播能力评价指标体系,采用李克特量表与层次分析法,对京津冀鲁四省市660个村民样本进行了评价,分析比较了京津冀鲁农村地区信息传播能力综合水平。结论表明,2017年农村地区受众对当地信息传播能力评价水平较好,综合水平得分0.6647,位于中等发展水平。最后文章从加大农村信息供给能力建设、重视对农传播效果反馈、加强农民信息素养能力建设等方面提出相关政策启示。

Based on the communication element,this paper constructed an evaluation index system consisting 3 grade I indexes as information supply capacity,information dissemination effect and information audiences capacity under audience perspective.Further,based on 660 rural resident survey data from Beijing,Tianjin,Hebei and Shandong,this paper used Likert scale statistics and analytic hierarchy process(AHP)calculated the comprehensive capacity of information dissemination in rural area.Conclusions showed that,the audiences’appraisal on information dissemination capacity in their rural area were relatively satisfied,and the average score of comprehensive information dissemination in those four provinces and cities was 0.6647 in the year of 2017,which means the information dissemination capacity construction level in rural area had reached at the medium developing level,while there’s not much interval difference.Finally,this study proposed some implicit policy from increasing the ability of rural information supply construction,attaching great importance to the communication effect for the audiences’feedback,and strengthening farmers’information literacy skill.