Research On Rural Informationization Issue Of China From Communication Perspective

The issue of rural informationization is an important facet of Chinese three-dimensional rural issues concerning agriculture, countryside and farmers and originating from it. Its solving can be significance for the issues and modernization of countryside. In the information society, viewing from the perspective of sociology, the demands of agriculture development and the information gap between rural and city sociologically defines the issue. The research followed the thinking that analyzing an issue completely is more important than proposing a solution. The communication originated from the socialization of production and expanding scope of life. The rural informationization issue means that the nation can't prompt the rural development by taking full advantages of information, such as the information to be factors of production and elements of life, information technology and information tools to be universal in rural, communication to be an accelerator of the transition of traditional rural society to a modern social. Also, there are other concerned problems in the informationization process. First, we seldom heard the voices of farmers, though they are the players in the stage, but 'their' improper voices. Second, some institutional structure and culture hinders the progress though the nation has enough motivation to prompt it, third, the mass media's partial reflecting and ignoring also hindering.The rural informationization should be a long progress for the present status of the overall rural economic, social and cultural. It is difficult to avoid the objective phenomenon now that there are information gaps between ordinary farmers and rural opinion leaders and in different district via analyzing the differences of their utilizing of media. Taking the references of richer helping poor in rural, on one hand, the nation should serve the rural opinion leaders who can play a sub communicators in rural communication by market-oriented approaches, so the nation could disseminate more information before the implementation of rural public info service. On other hand, the government should invest more public funds on rural education, information infrastructure and free information production. By the combination of personalized info service and public info service which called informationization double mode, the nation would get the eventual realization of information in rural areas.