基于受众视角的中国农村地区信息传播能力评价研究——以京津冀鲁为例  

Evaluation Study on Information Dissemination Capacity in Rural China under Audience Perspective Based on the Empirical Analysis of Beijing,Tianjin,Hebei and Shandong

作　　者：冯献[1,2,3,4] 李瑾 Feng Xian;Li Jin(Beijing Research Center for Information Technology in Agriculture;National Engineering Research Center for Information Technology in Agriculture;Key Laboratory of Agri-informatics,Ministry of Agriculture;Beijing Engineering Research Center of Agricultural Internet of Things)

机构地区：[1]北京农业信息技术研究中心,北京100097 [2]国家农业信息化工程技术研究中心,北京100097 [3]农业部农业信息技术重点实验室,北京100097 [4]北京市农业物联网工程技术研究中心,北京100097

出　　处：《图书馆》2019年第8期13-22,共10页Library

基　　金：国家社科基金项目“新型城镇化进程中农村地区信息传播能力提升策略研究”(项目编号:15CXW026);北京社科基金重点项目“新型城镇化进程中北京农村信息服务保障与共享机制研究”(项目编号:17XCA002);北京市农林科学院乡村振兴研究中心一般项目“信息化促进乡村产业兴旺发展路径研究”(项目编号:KJCX201913)研究成果

摘　　要：文章基于传播要素视角,构建了基于受众视角的农村信息传播能力评价指标体系,采用李克特量表与层次分析法,对京津冀鲁四省市660个村民样本进行了评价,分析比较了京津冀鲁农村地区信息传播能力综合水平。结论表明,2017年农村地区受众对当地信息传播能力评价水平较好,综合水平得分0.6647,位于中等发展水平。最后文章从加大农村信息供给能力建设、重视对农传播效果反馈、加强农民信息素养能力建设等方面提出相关政策启示。Based on the communication element,this paper constructed an evaluation index system consisting 3 grade I indexes as information supply capacity,information dissemination effect and information audiences capacity under audience perspective.Further,based on 660 rural resident survey data from Beijing,Tianjin,Hebei and Shandong,this paper used Likert scale statistics and analytic hierarchy process(AHP)calculated the comprehensive capacity of information dissemination in rural area.Conclusions showed that,the audiences’appraisal on information dissemination capacity in their rural area were relatively satisfied,and the average score of comprehensive information dissemination in those four provinces and cities was 0.6647 in the year of 2017,which means the information dissemination capacity construction level in rural area had reached at the medium developing level,while there’s not much interval difference.Finally,this study proposed some implicit policy from increasing the ability of rural information supply construction,attaching great importance to the communication effect for the audiences’feedback,and strengthening farmers’information literacy skill.

关 键 词：农村 信息传播能力 综合评价 李克特量表 层次分析 受众 

分 类 号：G206[文化科学—传播学]