The Research On The Communication Model Of Rural Policy

With the acceleration of the process of China's modernization, it is increasingly urgent to strengthen the building of rural society and shrink the gap between urban and rural areas. Rural policy, which acts as an important component of rural society governance, studying the process of its communication and implementation is significant, for it will promote the developing goal of rural areas and construct a harmonious society.This research includes two major parts, which are qualitative and quantitative one. The qualitative research was implemented through questionnaire survey, which is exactly carried out in X Village, HuBei province. This paper analyzed the relation between various communication channels and the effects of various communication channels in the dissemination of "THE BUILDING A NEW SOCIALIST COUNTRYSIDE" policy through the description of the status of audiences' access media, the awareness of the content of policy, the attitude on policy, and other facts. In the part of quantitative research, the paper classified the policy and constructed the mode of rural policy dissemination based on the analysis of the elements of policy disseminationg and the mechanism of policy transmission. In the final part, I tabled some proposals on propaganding policy according to the conclusion.The conclusions I have drew are as follows:First, in the process of propaganding the policy THE BUILDING A NEW SOCIALIST COUNTRYSIDE, all the three channels of communication, mass communication, organizational communication and interpersonal communication, are palying roles. But the mass communication is the major one, the other two ones are less important.Second, in the process of propaganding the policy THE BUILDING A NEW SOCIALIST COUNTRYSIDE, all propagation mediums can be classified as unidirectional one and interactive one. The two kinds of medium is mutual exclusive in the process of audience choosing as the individual. The audiences prefer to averagely choose both these two mediums, rather than only one.Third, in the process of propaganding the policy THE BUILDING A NEW SOCIALIST COUNTRYSIDE, the interpersonal communication can strengthen or weaken audiences' policy standpoints, but can't increase the audiences' knowledge about that policy. Fourth, in the process of propaganding policy, the disseminators on all levels, as the gatekeepers, will not only transform the form of policy, filtrate the content of the policy, but also add some content to the policy, thus endow some new meanings to the policy.Fifth, all rural policies can be classified to "well-regulated and redistributive policy", "no-regulated and redistributive policy" or "well-regulated and restraining policy". Accordingly, there are three propagation modes, the explanatory propagation mode, the exaggerated propagation mode and the persuaded propagation mode.The proposals I have put forward are as follow:First, the policy makers should consider with propagation content of the policy carefully. The perfect communication model will make the propagation effectively and achieve the spreading purpose with minimal cost.Second, the propagators of all kinds of rural policy should make full use of various media and communication channels. Only making use of different methods can achieve the best effect of propagation.Third, audiences have some preference of the media, so the propagators must handle the relationship between organizational communication and interpersonal communication. This tactic can cut down the dissipation of spreading resource, reduce costs and enhance the efficiency of propagation.Fourth, the materials of policy propagating have the advantages of good effect, lower cost, lasting for a long time and so on. So the propagators should sufficiently use it.Fifth, the effectiveness of propagation depends on the medium degree of audience, the increasing of peasant's cultural knowledge and the improvement of the communication efficiency.