Technological Information And Informational Media Outlets For Rural Households In China

The analysis of the informational needs of different types of rural households and the corresponding media outlets in China's western regions are important to promote the development of agricultural information and the rural economy. Participatory Rural Appraisal (PRA) and Knowledge, Attitude, and Practice (KAP) surveys were employed in gathering information from farmers in Simao of Yunnan Province, Baoji of Shaanxi Province, Yuncheng of Shanxi Province, Shenzhou of Hebei Province, and Wuhu of Anhui Province.The farmers' need for technological information and their access to various media outlets are described. The attitudes of fanners to the technological information and the efficiency of their application of the information are evaluated in the research. Additionally, the categories and the basic models of the information service of the "Final One Kilometer" in rural areas are analyzed and summarized.The research concludes: (1) farmers have differing intensities of need; (2) farmers prefer varying types of information; (3) personal interaction with mass media can play an important role in the communication of information; (4) the decisions of a few influential farmers can greatly affect the decision making process of the majority of farmers; (5) a farmers' daily routine influences how innovation is adopted; (6) local governments and institutions, like agricultural extension stations, could improve the provision of information for the "Final One Kilometer;" (7) information services offered by non-government organizations (NGOs) are popular among farmers; (8) the Baoji Model, that combines the participation of experts with that of the local farmers, can promote the application and transformation of technological information.The research suggests the expansion of NGOs that supply technological services and the establishment of multi-model information services supported by the government. The responsibilities of local information providers should be clarified to improve the quality of service and Agricultural television should be initiated to bridge the gap between need and supply. Agricultural newspapers and magazines should be popularized and written to rural farmers as a target audience. Innovation in media as a means of communicating technological information will aid in the success of information services in the rural areas.