Communication Study Of The Tobacco Planting Promotion In Lichuan Coun

This research, based on some field work, adopts quality study approach. Plenty of individual interviews and several group interviews have been carried out. With those interviews, the thesis makes an inquiry into the multilayer, multi-aspect factors influencing the promotion of tobacco plantation in Lichuan County by using theories involving sociology and communication studies. Firstly, it studies the current situation of the organizational communication in Lichuan County and the significance of the situation to the promotion of tobacco planting. Secondly, it discusses the role played by the village government members in the process of promoting tobacco plantation and their impact upon the promotion. Thirdly, it investigates the interactive relationship among rural primary groups. In rural area, peasants are not only the main audience of mass communication but even more as the main information transmitter in the community. During the process of tobacco plantation spreading, neighbors, relatives, friends formed into a network of information flowing and played a major role in communication since they continuously received information from outside and, at the same time, communicated information actively within. At this moment, the role they were playing was of great importance. Finally, the application of mass communication in the process of tobacco plantation spreading has been studied.Finally, mass communication in the process of tobacco planting promotion has been studied. With those researches, it comes to the conclusion: organizational communication has strong authority and controlling power over the internal member, which serves as the organizational guarantee to the process of tobacco planting expansion; The village governing staff (including town level staff), for their unremitting effort, played a crucial role in promoting tobacco planting in the first year, which can be seen in, among others, the "crystallized effect" etc. As to the members of the rural primary group, they are the information sender as well as receiver and, as for those who adopted in the second year, the neighbor, relatives, friends are the most important information channel, and they, at the same time, served as the important example for others'decision making. Mass media has been used in the tobacco planting promotion in Li Chuan County. According to the writer's research, mass media functioned as the popularizing role in the promotion process, particularly, during the first year. In addition, tobacco planting technicians have also made their obvious contribution to the quick expansion of tobacco planting. On all accounts, various factors complement each other and impel the quick spreading of tobacco planting in Li Chuan.. This research has tested the Innovation----Decision Making Five Stages Model summed up by Everett M. Rogers. It shows that, during the innovation-decision process, just as Rogers argued, innovators mostly experience four stages:cognition, persuasion, decision-making, and implementation while the fifth stage, i.e. confirmative stage only exhibits itself among a small portion of the group.