基于移动互联网的农村信息传播有效性评价——以我国西北五省为例

Evaluation on the Effectiveness of Rural Information Dissemination Based on Mobile Internet——Take Five Northwest Provinces as an Example

移动互联网是农村信息传播的主要途径,评价基于移动互联网的农村信息传播有效性对提高农村信息传播效率,推动数字乡村建设具有重要意义。从传播者、信息渠道、信息内容、受众和分享五个维度建立评价指标体系,通过对部分农民的调查,获得了1071份调查数据,运用灰色综合评价法进行评价。结果显示:基于移动互联网的农村信息传播有效性综合水平为较高,信息渠道和信息内容的有效性水平也较高,传播者、受众和分享的有效性水平一般。建议政府进一步发挥移动互联网信息传播渠道的优势,提高公益性信息服务质量,提高农民信息竞争意识。

Mobile Internet is the main way of rural information dissemination.Evaluating the effectiveness of rural information dissemination based on Mobile Internet is of great significance to improve the efficiency of rural information dissemination and promote the construction of digital countryside.The evaluation index system was established from five dimensions:disseminator,information channel,information content,audience and sharing.This paper collects 1071 farmer survey data and uses the grey comprehensive evaluation method to evaluate the effectiveness of rural information disseminationbased on mobile Internet.The results show that the comprehensive level of rural information disseminationbased on mobile Internet of FiveNorthwest Provinces is better,the effectiveness level of information channel and content is better,while the effectiveness level of disseminator,audience and sharing is general.Therefore,it is suggested that the government should continue to give full play to the advantages of mobile Internet,improve the quality of public service information services,cultivate farmers'information concepts and enhance their awareness of information competition.