| On the background of urban-rural integration, agriculture scale production and rapid development of agriculture economy, the issue of agriculture has become one of the most important problems in contemporary China. And the information communication plays the crucial role in agriculture issue, firstly the effective agriculture market information communication can facilitate material flow, promotes the agricultural economy, secondly the effective communication of food security and agriculture production information can boost agricultural production efficiency, which can strengthen the safety and responsibility on agricultural production,thirdly the effective communication of agricultural policy protects right of rural residents, reduces social conflicts.In terms of the great influence on rural issues, which are largely decided by agricultural communication, so people show great focus on the communication. However, some imperfections as limited research objects, still exist in the relevant research field in contemporary studies. We mainly focus on rural residents instead of agricultural products dealers and related agricultural units. Besides, our research is lack of real evidence and it discounts the analysis on the distribution of rural residents, and difference on rural residents caused by agricultural communication as well. What's more, the present studies are based on the communication means from government to specific rural units but discount the mutual means and ignore various demands as the needs from the rural residents and so on. Lastly, present studies overemphasize government effect on increase of capital investment rather than fail in facing practical needs from rural residents, depending on certain techniques and using effective media to solve the problems in the communication process.This dissertation focused on the most prominent subjects in agriculture communication-peasants, agriculture deals, agriculture units, with3years investigation and1321questionnaires, this dissertation drew the conclusion and proposed suggestions. The results of the study showed that:(1) the different groups of peasants which cluster based on educational level, income, age occupational has different information need, media usage, information satisfaction which means the solution of peasants'information communication should not be simplified.(2) Currently the effective media among agriculture dealers is interpersonal communication which through cell phone, and use of computer and news dissertations is very low.This dissertation concentrated on the most important subjects in agriculture communication-peasants, agriculture deals, agriculture units, through3years investigation and1321questionnaires, given the conclusion and suggestions. The results of the study showed that:(1) the different groups of peasants which cluster based on educational level, income, age occupational has different information need, media usage, information satisfaction which means the solution of peasants' information communication should not be simplified.(2) Currently the effective media among agriculture dealers is interpersonal communication which through cell phone, and use of computer and news dissertations is very low.(3) Through the analysis of agriculture unit information network, the agriculture market information on the centre of the information network, while the agricultural environment information, technology information on the edge. The whole network centered on the government, lacks suitable information services for grassroots, and exists a complementary relationship within information collection frequency and scope, but the standard is lacked.Dissertation is divided into nine chapters as follows:Chapter1:Introduction. This chapter encompasses research background, research significance, statistical comparison of internal and international research results, and literature review. Research framework, research methods and main innovations are discussed in brief. Chapter2:Related theories. This chapter gives the definition of agricultural information communication, and clarifies related theories about critical subjects in agriculture information communication, and the uses and gratifications theory. Chapter3:analysis of peasants information communication, this chapter focus on the most important subject-peasants, base the rural class division theory, the author uses clustering method to get4different peasant groups, and uses statistic method to testify whether there exists differences between groups, then uses logistic regression to get the influential factors of information need satisfaction.Chapter4:analysis of agriculture dealers, this chapter focuses on the key subject of agriculture market information communication-the agriculture dealers. Including the descriptive analysis of the basic characteristics of dealers (demographic character, transaction character, market character), and use factor analysis to induce and analyze the information needs of dealers, finally give the influence factors on dealer's information needs based on hierarchical regression. Chapter5:agriculture units analysis, this chapter focuses on the subject which in the charge of managing and gathering the agricultural information, the dissertation uses SNA(social network analysis) to analyze the structure and characteristics of the whole agricultural information network among government, institutional organizations, agriculture research institutes. Chapter6: Analysis and discussion of the relationship and issues between3subjects. Chaper7: dissertation has proposed following suggestions, including (1) enhancing collaboration between diverse agriculture-related units, exchange information resources.(2) Meeting different requirements of subjects choosing different media and information service.(3) Fastening the rural mobile intelligent terminal. Based on the suggestion the dissertation uses ICT (information communication technology), design and developed two information communication systems, to improve the agricultural market information communication efficiency and aqua-cultural production information communication efficiency. Chapter8:Conclusion and prospect. It summarizes the main research findings and the limitations, and finally it provides the future research plan. |
PDF Full Text Request