The Study On Information Service In Rural Area Based On The Demand Of Farm Households

Based on communication theory,the article focuses on goals and emphasis of the current rural informationization and combines with the present situation of the construction of Information Service in Feng County,analyzes intensively the information demand and supply of farmhouseholds.First of all,the article describes the current situation and characteristies of information demand in Feng County, preferences to medium options from content of information demand,preferences to the information,the factors to impact on information demands;Secondly,discussing accesses to information and preferences to medium options of farmhouseholds in Feng County.Thirdly, summarys the achievement and existing problems of Information Service in Feng County,the causes are dis-cussed and counter-measurements are suggested;Finally, conforms to the principle of the construction of Information Service System,takes modern Information Technology, in view of the existing problems of Information Service in Feng County, the article buildes a modern Information Service Mechanism which takes the social demands as baseline.Through discussion,this text draws the following conclusions:Farmhouseholds in Feng County have high Information Demand rate,the content of Information Demand is mainly based on agricultural production and market information haved to do with Self-interest; Information Demand exhibits new characteristic such as difference,practicality,comprehensivity and seasonalityThe major influence factors for Information Demand of farmhouseholds included level of education,a source of income,level of income,scale of production, thought and owning rate of media.Information Acquisition of farmhouseholds in Feng County subsisted mainly on channels through traditional media and interpersonal communication The accesses to Information Services in Feng County included the website for city of fruit of China, programme of Golden Bridge to city of fruit, The service hotline of city of fruit"16822168", the peasant professional cooperative organization, product of Information Services, science and technology to the countryside; Information Service Pattern included government oriented, social participation and the folk style.Information Services in Feng County has made some progress,but many problems remain to be solved, manifested in the following ways: Information Service supply is not in balance; Rural Informationization hardly carry thronging household or family; inadequate the Input and utilization of information resources;a dearth of Informationizational Professionals.Conforms to the principle of the construction of Information Service System,takes modern Information Technology, in view of the existing problems of Information Service in Feng County, the article buildes a modern Information Service Mechanism which takes the social demands as baseline.