电子媒介传播农业政策类信息的效力研究  

The Efficiency of Publicizing Agricultural Policies Using Electronic Means

作　　者：谭英[1] 蒋建科[2] 赵士文[1] 李庆风[1] 

机构地区：[1]中国农业大学人文与发展学院,北京100094 [2]人民日报社教科文部,北京100733

出　　处：《中国农业大学学报（社会科学版）》2005年第4期89-93,97,共6页Journal of China Agricultural University;Social Sciences

基　　金：农业部软科学项目中的一部分

摘　　要：“三农问题”是全党工作的重中之重。农业经济和农村社会的发展,一靠政策,二靠科技,媒体传播作为一种社会力量在传播农业政策和科技信息方面起着巨大的不可替代的作用。通过电子媒介特别是电视和广播媒介传播农业政策类的信息,是否达到了预期的目的?农民受体对农业政策类信息的关注程度、知晓度、理解度、赞同度、支持度和信奉度如何?文章以2004年1月中央下发的《中共中央国务院关于促进农民增加收入若干政策的意见》1号文件为主线,从受众的心理效果层面(认知、情感、意愿等)分析了大众媒介传播农业政策类信息的效力。The “three rural issues” are on the top priority of CCP＇ work agenda. The development of agricultural economy and rural society depends on favorable policies and technologies. As a means of social forces, electronic media plays an irreplaceable role in publicizing agricultural policies and technological information. Are the expected results achieved using electronic means, especially TV and broadcast, to disseminate rural policy information？ What are the concern degree, knowledge degree, understanding degree, association degree, support degree and confidence degree for the peasants on those rural policy information？ The paper follows the #1 circular “some policy suggestions on increasing farmer＇s income by the CCP State Council” as the main line, making an analysis of the effect of electronic media in publicizing rural policies based on target group＇s psychological effect （cognition, feelings, willingness, etc）.

关 键 词：农业政策 知晓度 理解度 赞同度 信奉度 

分 类 号：G206.2[文化科学—传播学] F320[经济管理—产业经济]