The Effects Of New Media Applied In Industrialized Characteristic Agriculture In Dingxi District

By using the method of field research, this thesis studies the effects of new media applied in agricultural activities in Dingxi district of Gansu province, on basis of researching how different agricultural organizations use new communication technologies. Two organizations are selected as the study cases of this research, namely Potato Marketing Association of Anding District and Gansu HuiSen Pharmaceutical Industry Group Company. Direct observation and deep interviews are ways to gain insight into how new media is used in industrialized characteristic agriculture of potato and medicinal herbs, and then to find out the communicate effects.Based on Dingxi’s social environment and the development status of new media in rural areas of Dingxi district, this thesis analyzes the effects of new media applied by Potato Marketing Association of Anding District and Gansu HuiSen Pharmaceutical Industry Group Company. The research shows that different abilities and methods of agricultural organizations in using new media leads to different effects, which are also diverse on different levels. The last part of this thesis summaries and analyzes the problems existing in the combination of new media and industrialized characteristic agriculture, such as lagging development of new media in rural areas, imbalanced communicating effects, the existence of "last mile" and so on.