The Strategy Of Scientific And Technical Information Needs And Service Of Farmers In Yangling Demonstration Zone

This paper studies the rural scientific and technical information services in Yangling—where the only national agricultural high-tech Industries Demonstration Zone located.The paper investigates into the information demands and service situation of farmers in the area under the guide of dissemination of information theory by the methods of documentations,the combination of individual interviews and questionnaire survey.As to the obtained relevant information it uses qualitative analysis and quantitative analysis to analyze the restricting factors having impacts on the rural information demand,in combination with present features of information needs and the situation of information service,the paper pots forward the countermeasures and proposals on the rural scientific and technical information demand and service.Conclusions can be drawn as follows:1.The results of the study the rural scientific and technical information demand show that there is a positive correlation between the income level and the demand rate for scientific and technical information,and there are large differences between different income types of farmers in the information demands.Through the analysis we found that different income types of farmers have some of differences in the information demands.At the same time,large differences exist in the information obtain approaches and initiatives of different income types of farmers2.The research of the dissemination channels of rural scientific and technical information shows that the main channels to get access to information are radio and television, station for popularizing agricultural technique,government,press,science and technology down towns and so on.Poverty farmers pay attention to personal exchange,subsistence farmers focus on the organizational communication and mass communication and the affluent farmers mainly select organizational communication.In the diversification systems of rural information dissemination,mass communication,personal exchange and organizational communication co-exist;and personal exchange and organizational communication channels play a key role of gaining new technologies for farmers.3.The effects of newspapers and television in the channels of rural scientific and technical information dissemination have not been outlet absolutely.Although Televisions and newspapers are the main channels for farmers to get information,personal exchange medium still plays an important role in scientific and technological information dissemination and applications.4.During the process of construction of the rural scientific and technical information service system,information sources(the main part of information dissemination),signals (dissemination channels) and the sinks(information receptor) are integrated and indispensable. It is therefore proposed to strengthen the organization and dissemination systems in the rural information service system,improve and integrate the information resources in rural areas, establishment rural training system of information personnel,improve peasants cultural quality and their awareness of information needs,take actions that suit local circumstances, bring forth new ideas in the information service model in rural areas,advance the information to enter the village,and realize the "the lastly one mile" problem of information.