Effective Dissemination Of Information In The Reports On The Medium Of The "three Rural"

At the beginning of the 2007 New Year, a document about modern agriculture and construction of Socialism New Rural was formally announced by the Central Committee of the C.P.C and the State Council. It was the fourth year that the No.1 document of the Centra! Committee referred to issues of agriculture, countryside and farmers since the last time of 18 years ago, fully reflecting the strategic meaning of the issues as the most important duties for the central government. With a whole population of 1300 million, China is a traditional agricultural country which has 800 million people living in the countryside. Due to the negative effects of such old policies as sacrificing the agriculture for the industry and sacrificing the countryside for the city, some serious problems in the field of agriculture appear to be "Achilles heel" that hinders the realization of an all-round well-off society in our country in the mid-period of industrialization. For example, the agricultural industrialization carries out slowly, the gap between urban and rural areas increasingly grows and it becomes more and more difficult to increase fanners' incomes.Meanwhile, the farmers' demand for effective information greatly increased when the agriculture went to the market and the rural restructure accelerated. Additionally, the agriculture development and rural construction extremely rely on the information. Therefore, the agro-informationalization was gradually put on the government's top agenda to solve the "three dimensional rural issues". Since the media is a main power for the agro-informationalization, the facts that in which extend the media accurately reflects the problems of agriculture, countryside and farmers in an all-round way and in which extend it meets the fanners' increasing information demand deem to deeply affect the solution of the "three dimensional rural issues".This essay tries to propose some main indicators to evaluate effective information of the media and use the method of text analysis to review the collective information transmission of reports on "three dimensional rural issues" as well as the relationship between the functions of single and collective information, understanding whether the reports accord with the reality. Besides, the essay tries to find out the farmers' information demand through questionnaires, audience feedbacks and interaction reports, and compares it with the related reports to analyze if the information supplied by the media meets that demand. In addition, the key points for effective information of different kinds of reports will be concluded through the detailed analysis of reports on agro-related policies and market service.Conclusions are finally drawn from the analysis above that the basic point to evaluate the efficiency of information in reports is its integrality and the ratio of various kinds of reports about the issue in a certain period; the function of single information weekens while the dependent relationship among massive information strengthens, the direct function for the media's information transmission is to help the audience select efficient decision-making one from a great deal of information when its' indirect function to insensibly change the audience's conceptions, values and knowledge structure. Furthermore, some suggestions to improve the efficiency of the media's reports on the "three dimensional rural issues" are lodged in the end.