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伴随着“村村通”工程的大力推进,广播、电视、互联网等大众媒介在农村地区的信号覆盖率和用户数量不断攀升。但是,信息的高覆盖率并不必然带来高影响力。传播者对信息传播的根本诉求在于使受众的思想和行为按照传播者的意图发生相应的改变。单一注重信号覆盖率、用户数量等以传播者为本位的考核指标,容易使农业信息传播研究忽略受众心理因素对信息传播效力的影响。调查发现,农民对娱乐信息的偏好、对“熟人圈”的依赖以及生存心态上缺乏活力等思想文化现状在一定程度上弱化了农业信息的传播效力。为此,相关部门应巧妙运用宣传策略,为农业信息传播扫清障碍,强化传播效果。
With the vigorous promotion of the “village-to-village” project, the mass media coverage in the rural areas, such as radio, television and the Internet, continues to rise. However, the high coverage of information does not necessarily lead to high impact. The fundamental demand of the communicators for information dissemination lies in making the thoughts and behaviors of the audiences change accordingly according to the communicator’s intention. A single focus on signal coverage, the number of users such as propagator-based assessment indicators, easy to make agricultural information dissemination research ignores the impact of psychological factors on the effectiveness of information dissemination. The survey found that the farmer’s preference for entertainment, reliance on “acquaintance circle ” and lack of vitality on the survival mentality and other ideological and cultural status to some extent weaken the effectiveness of the dissemination of agricultural information. To this end, the relevant departments should skillfully use advocacy strategies to clear the obstacles for the dissemination of agricultural information and strengthen the dissemination effect.