Application Research Of Dissemination Of Agricultural Information Based On Social Network Analysis

Solving "three rural" issues has been an important task of China's modernization construction since the opinion that "solving issues concerning agriculture, rural areas and farmers is among the Party's top priorities" was set forth in the Eighteenth National Congress of the Communist Party of China. Information has become an important resource following labor and capital and an important factor of production. Farmers are increasingly eager to master accurate and timely agricultural information whether to organize production and operation activities or to go out for non-farming work. The propagation of agricultural information is not only conducive to promoting the popularization of agricultural technologies and increasing agricultural output, but also conducive to increasing farmers' income and improving the living standards of farmers, which is important to promote the goal of building a moderately prosperous society in all respects.The purpose of this paper is to research the propagation mechanisms and application of agricultural information based on social network analysis to propose an appropriate agricultural information propagation model and build an agricultural information propagation network. Furthermore, this paper focuses on studying relevant characteristics of the agricultural information propagation network and analyzing dynamical behavior of the agricultural information propagation, which is to help farmers effectively have access to agricultural information they want and enhance the predictability and disaster prevention in agricultural market. In this paper, the research is focused on the following four areas:Firstly, applying non-conventional attribute data statistic analysis and social network analysis to study social relationships and relational data, in which the propagation phenomenon, structure and mode of agricultural information have been studied from the perspective of relations; Secondly, describing the basic theory of agricultural information propagation and social network analysis and introducing the main propagation mode of agricultural information; Thirdly, exploring agricultural information propagation at micro and macro levels from perspectives of social relations, centrality, cohesive subgroups and structural holes; Fourthly, applying agricultural information dynamical behavior analysis based on social network analysis to explore the dynamical mechanisms of agricultural information propagation, dialyze the influence of people's attitudes and behaviors and the mass medium on agricultural information propagation; lastly, taking Sanyantang Village in Yuanjiang City and Hexie Village in Anhua County for examples to empirically research the agricultural information propagation based on social network analysis.