Effect Analysis Of Media Models On Farmer's Information Acquisition In Hcilongjiang Province

Heilongjiang province is located in the northeast of China, and it plays a very important role innational food security. In recent years, under the great attention of Heilongjiang provincial partycommittee and government to its agricultural information construction, agricultural informationservice capabilities markedly enhanced. According to the present situation of agricultural informationconstruction in Heilongjiang countryside, there were still a series of problems to be studied, such asthe information that the farmers are looking for, the changes the "soft factor" information relatedproduction and livelihood might bring to the farmers, the difference of effects due to areas oreducational level, and factors might influence information transmission in Heilongjiang countryside.The objective of this study was to analyze the effect of media models on farmer's informationacquisition in Heilongjiang province. Major information medias and demands of six representativeagricultural towns and countries including Acheng, Beilin, Anda, Beian, Mingshui and Jixian wereinvestigated by PRA(Paticipatory Rural Appraisal),case visit, questionnaire survey and statisticalanalysis. Through comprehensive analysis of information spreading situation in Heilongjiang, wecould find out the limiting factors in information spread, appraise service quality, establish effectiveinformation media models and aslo provide basis for government decision and scientific service.After statistic analysis, farmer's information consciousness in low income area(Mingshui) wasweak and obscure, mean information acquisition rate(MIAR)was only33.62%. The famers in middleincome areas(Beilin, Anda, Beian and Jixian) were more interested in scientific and technologicalinformation and could obtain them from different channels(MIAR44.03%), however most ofinformation could not be applied in production. The MIAR in affluent areas was themaximum(59.71%), famers paid more attention to product marketing, agricultural policies and laws,they could get information from various medias and apply them in agricultural production.The inadequate investment seriously limited the spread of agricultural information inHeilongjiang province. Furthermore, imperfect service system, low level of education, weakinformation consciousness and lack of professional staff were also hindered agricultural informationspread. According to current situation, we should take some effective measures to improve thespreading efficiency of agricultural information such as improve farmer's subjective consciousness,provide more practical scientific information, enhance government investment, establish farmersassociation and so on. In a word, government and agricultural units need to make full use of allresources to promote the development of agricultural information industry in Heilongjiang.