惠农信息乡村传播过程中的信息寻租及其效能导向

Research on“Information Rent-seeking”and Its Efficiency Orientation in the Dissemination of Peasant-benefiting Information

文章从惠农信息乡村传播信息寻租视角探讨如何提高惠农信息乡村传播的效能。依据理性经济人和委托-代理理论,结合问卷调查和实地访谈结果,根据惠农信息乡村传播模式、信息寻租主体及目的,将信息寻租分为绩效考评式、街头官僚式、小世界自组织式、市场导向式和志愿失灵式五种类型,以及本体聚合、节点扩散和标的收益三种效能导向。解决惠农信息乡村寻租问题的路径,需从政务服务、信息素养、获取能力、利益诉求和社会帮扶等方面努力。

This paper discusses how to improve the efficiency of the dissemination of peasant-benefiting information from the perspective of information rent-seeking.Guided by the theory of rational economic man and the principal-agent theory,and by means of questionnaire survey and filed interview,this paper makes an analysis of the disseminating mode of peasant-benefiting information as well as the subjects and aims of information rent-seeking in the dissemination of peasant-benefiting information.Based on such an analysis,information rentseeking behaviors in the dissemination of peasant-benefiting information can be divided into five types,i.e.,performance appraisal,street bureaucracy,small-world self-organization,market orientedness,and voluntary failure.Besides,these rent-seeking behaviors might result in three types of efficiency orientation,i.e.,ontology aggregation,node diffusion,and target revenue.In the end,it is suggested that more efforts should be made in terms of government services,information literacy,acquisition capabilities,interest appeals and social assistance,so as to solve the information rent-seeking problem.