摘要
伴随"互联网+"时代下信息的加速传播以及新媒介的不断涌现,农村地区的信息传播机制也在发生着深刻改变。农村信息传播在推动农业创新发展、解决农民信息不对称问题、缩小城乡信息鸿沟等方面的作用,已经得到国内外有关专家和学者的认同。本文基于对国内外农村信息传播相关文献的评价、分析和比较,从供需视角系统地梳理了国内外相关前沿研究的观点与成果。研究综述表明,在农村信息需求方面,国内外有关文献比较侧重于分析农村信息的类型、来源、获取渠道等内容,对农村信息受体的接受能力,及该接受能力对农村发展作用等的研究有待深入;农村信息供给层面的研究成果则多集中于分析农村信息的供给形式、供给平台和供给策略等,需要强化对农村信息供给适宜性和可行性的研究。通过对比国内外相关研究成果,笔者针对国内相关研究在理论、方法、策略等方面的不足,提出对农村信息传播的研究应引入多个学科的理论和方法,重点关注社会网络环境变化,聚焦个体行为逻辑、信息供需对接、传播策略优化,以及信息传播助推农村发展等主题。
With the acceleration of information dissemination and the increasing importance of the new media in the 'Internet plus' era, the information dissemination mechanism in rural areas is also undergoing profound change. Experts and scholars both at home and abroad have recognized the role played by rural information communication in promoting the development of agricultural economy, solving farmers' information asymmetry problem and narrowing the information gap between urban and rural areas. This article uses literature review approach to summarize domestic and overseas frontier research about rural information dissemination from a supply-demand perspective of rural information. In the aspect of rural information demand, domestic and foreign literature focus on the types, sources and channels of rural information, whereas the ability and function of information demand need to be further studied. A majority of research of rural information supply is concentrated on the model, platform, and strategy of rural information supply, whereas research on the suitability and feasibility of rural information supply should be strengthened. Furthermore, by comparing domestic and overseas research, the study finds a number of research gaps in domestic literature with regard to theories, methods, and policies. Finally, it puts forward some research directions in the domain of rural information dissemination, including an introduction of multidisciplinary theories and methods, an emphasis on the change in social network environment and individual behavior logics, the improvement of communication strategy and rural development supported by information dissemination.
出处
《中国农村观察》
CSSCI
北大核心
2017年第1期127-139,共13页
China Rural Survey
基金
国家社会科学基金青年项目"新型城镇化进程中农村地区信息传播能力提升策略研究"(编号:15CXW026)
天津市科技计划项目"基于‘互联网+’的京津冀农业科技协同创新发展研究"(编号:15ZLZLZF00550)资助
