The Reconstruction On Theory And Mechanism Of National Rural Policy Communication

The national rural policy communication is an important content and special form of the government communication. It is not only a kind of communication, but also a kind of government administration. The main questions of current national rural policy communication include: the communicators focus on their own thought prominently, the communicational channel is narrow and the farmers'low quality to public media, etc. Based on thoroughly analyzing systemic essential elements of the national rural policy communication, the author believed that the implementation of integrated interaction of communicational channel, content and communicators, that is to construct a multi- positional, vertically and horizontally integrated, and multi-dimensional"integrated interaction communicational mechanism", has a stronger theoretical and practical significance on dissolving all sorts of questions of current national rural policy communication. This article first thoroughly analyzed the essential factors and related theories of national rural policy communication, while using Lasswell's "5W" pattern to analyze the related questions of national rural policy communication, the author discovered the existing communicational pattern has a certain limitation on the analysis of national rural policy communication. Thereupon, according to the particularity and the realistic questions of the national rural policy communication, the author absorbed the advantage of the communication pattern and then put forward"integrated interaction communicational mechanism". This article mainly used the qualitative research, the main methods of gaining material include: the literature research, interview, observation and so on. Taking the related data, which the author collected during the several investigations in the Jiangxi rural areas, as the analysis text, interviewing some agricultural communication experts, the village leaders and the peasants, using the contrastive analysis and the domestic and foreign related fronts literature, the author attempted to synthesize many kinds of research methods of communication to research the questions of Chinese agricultural communication. National rural policy communication, as a special and complex communication phenomenon, the educational world has not made a special discussion to its mechanism currently. However, along with the development of society and the practical need of our national agricultural communication, it is urgent to clear the theory and mechanism of national rural policy communication. In view of this, unifying the related theory achievement of the subjects of communication, management, public relations and so on, the author constructed the national rural policy communication mechanism creatively.