Study Of Interaction Between Agri-Broadcast And Peasants Of Shannxi Province

For a long time, as a medium of information dissemination, Broadcasting is loved by the masses for its unique advantages including rapid spreading, broad coverage, flexible, strong infected power and broad masses. The programs for farmers have the overwhelming majority of stable audience groups in the rural areas, but it is new thing in recent years that create specialized channels of using radio form and directly facing the rural areas. It is not until 2003 that Shaanxi Radio running a special on-farm broadcast channel, then become the first on-farm broadcasting in the country, it plays a positive role in technology enrichment for farmers and development of the rural area. Broadcast has become an indispensable mentor in their lives, and it's an important topic of on-farm broadcasting research for a long time.This paper focus on Shaanxi rural broadcasting, in particular service effectiveness and society recognition of the "new agricultural Route", use the collected information from hosting in this program and the data from information technology to rural areas and contacting farmers, we have conclusion from finishing ,classification and application of statistical analysis tools.(1) Beside the voice of Shaanxi Agri-broadcast directly dissemination the information of agriculture to its listener, the reaction information by the broadcast obtaining from its'audience was the SMS, telephone and letters.(2) There are three ways in the advisory way for SMS, telephone and letters. One of the most obvious changes is SMS, the number increases every year significantly, while the printed letters recede gradually. It can be seen that the way interactive messaging means remote occupying is the first from the change of the five-year trend. This mapping out one aspect: the information tools used by audience have obvious changes.(3) It is rich and varied from the contents of the advisory. There are sale, purchase, recruitment, job search, transfer etc., be summed up in 13 areas. Among them, sales and purchase occupied absolute superiority. In these two categories, the sales information is far greater than the purchase information. So sales of agricultural products in rural areas need to strengthen.(4) It will conclude from the time of information consulting that, there are three peaks on March-April, June- July and September–October, and it is closely related with agricultural production-harvest season and management time in field. It indicates that the current agricultural production is still dependent on the labor process in field. It also explains this phenomenon that different content advisory appeared at different times(5) It can be included from the change of the total information that it has been on the upward trend from 2003. The total information feedback is obviously upward trend from 2004 to 2007, particularly in SMS and Technology countryside(6) It can be included from the coverage region of the information sources that, is closely related with Shaanxi broadcasting coverage in rural areas. Shaanxi rural radio coverage takes Xi'an as the center and east to the Tongguan, west Yangling, North of Tongchuan, south to Qinling northern foothills, and the remaining part is still a blind area. In addition to a large number of audience feedback information from the coverage area, the blind area information feedback is rare. The Shaanxi rural radio also need development, "SanNong" is in great need.This study analyzed and concluded the development trend of agri-broadcasting to provide a certain reference of the study value for the future of Shaanxi's and the National's agri-broadcast , few reports on the research in this area were saw, for the cause of radio and television services, more agricultural programs also are needed through practice to augment agri-broadcasting's content of the theory.