Research On The Relation Between The Rural Information Demand And The Information Diffusion Models

In this paper, by PRA(Participatory Rural Appraisal, ie, SSI, Semi-Structured Interviewing), with the on-the–spot investigation, case-Interviewing and questioning-answering at 9 different counties and villages, we have obtained the first-hand data for our research. After the quantitative and qualitative analysis on these data, we drawn the conclusion that: in rural areas, different persons have different demands for different information and have different tendencies to different information-diffusion channels, such as broadcasting, television, internet, the press, books, leaflets, county fairs, individual information agents, the village capable, technicians, village cadres, leaders, friends and relatives. Meanwhile, in rural areas, different farmers or landlords have obviously different tendencies in choice of information needs and information-diffusion channels. The main factors for the choices of the rural information need are the geographical environment and the telecommunication infrastructure, farmers'behavior habits and education they received, farm production scale and farmers'traditional senses. In the aspect of rural information diffusion, there are not only differences like city and the rural, different areas, inside areas and digital gaps, but also disadvantages in information diffusion methods and obtaining of information resources, especially lower possession amount of paper media. All these differences and disadvantages in the rural information spreading lead to blocking information diffusion, lacking of effective information feed backing system and the rural information not being able to be transferred in time to the media and the government. These differences and disadvantages have become the ultimate problems in rural information diffusion. The rural information diffusion and the rural development are relying on each other. The rural information diffusion can accelerate the rural social, economic and cultural developments. Meanwhile, the rural development in turn can be able to promote the reforming and developing of the rural information diffusion and directly expand the market space for the rural information diffusion on difference levels.The rural information diffusion model & information services system is a difficult and complex project. To solve"the Last one-mile Problem"in the rural information diffusion, there is a lot of work to do in information service network extension and information diffusion model. With the government leading, market promoting, experts guiding and example-showing, the project can be developed. With the idea of serving farmers and landlords in rural information diffusion and service, we should enhance the cooperation with television stations, broadcasting stations and the press; build up the fixed rural information-issuing windows; by internet or by internet combined with traditional media and modern telecommunication tools, we spread the rural information and provide special information service. Also we should enhance the information-diffusion and information services oriented to the rural society, farmers, farming products markets, leading enterprises and landlords.The rural information diffusion models are the models as following: internet, television or broadcasting, portable computer, village information diffusion stations, information agents, village information blackboards and village broadcastings.In this article, we put forward the strategic proposal on the rural information diffusion and services: the government should play a leading role, strengthen the organization and lead ship for the rural increase investments on the system, foster market mechanism for the system, fasten the construction of the principal parts of the market and promote the information carriers to develop as rapidly as possible.