Rural Practical Information Dissemination And Raising Farmers' Media Literacy Research

With the development of technology and the economic level, the level of the society’s information are constantly improved, a redundant information age is coming,which is characterized by the expansion of rapid information dissemination and a variety of information. The information age brought a huge change into the city information dissemination, anytime anywhere access to all kinds of information through various channels has become the people’s daily living habits, information itself has become the important or the primary factor in determining competitive success or failure. However, this drastic information storm blowing through our vast rural areas have not changed the dissemination of information in rural areas and the general rural audience of media literacy. China’s1.3billion population, more than900million farmers, rural development, determines the development of our entire country, practical information dissemination in rural areas also have important political and economic significance should be given the attention and input of the relevant departments.In this era of information technology, practical information dissemination in rural areas is the power source of the economic and social development in rural areas; promote the upgrading of the farmers’ media literacy. Practical dissemination of information in rural areas, the mass media can pass the preferential agricultural policy, agricultural technology, market demand and supply, health, and education and training directly related to farmers’ production and living infonnation to fanners. Fanners from the media to obtain information to guide the actual life at the same time, an increase of trust in the media, to improve the awareness and ability to use media to achieve a comprehensive upgrade of their own media literacy. However, rural and practical infonnation dissemination is also a lot of problems, the fanners’ level of media literacy is relatively low. Need the mass media, the relevant government departments and farmers of the joint efforts to improve all aspects of infonnation dissemination in rural areas, to achieve the efficient dissemination of practical infonnation in rural areas, to contribute to rural economic and social development. Researching practical information dissemination in rural areas to enhance the fanners’ media literacy, the paper is divided into five parts, the following major elements:In the first part, Introduction describes the background and significance of this study, sum up and comb of the domestic and foreign scholars on rural practical information and fanners’ media literacy and described the status quo on the feasibility of this study and the key issues to be resolved.The second part analysis of the Media Literacy in Rural practical dissemination of information and farmers, including rural utility define the scope, the communication channels, communication effects, and the upgrade necessity of our farmers’ media literacy.The third part,described three aspects include of the impact of the practical information dissemination in rural areas the impact on farmers ’media literacy, media awareness, understanding the media and the use of the media the practical dissemination of information to enhance the role of media literacy for farmers, and the reaction to farmers’ media literacy to improve the rural utility dissemination of informationPart Ⅳ, Speaking from the spread of the status quo, from the three aspects of the media resources, information channels and dissemination of results to analysis of the practical dissemination of information for rural and raise their media literacy. Part Ⅴ, practical information dissemination of the rural development strategy and raise their media literacy, the allocation of resources from the media, audience position, four aspects of information and the quality of fanners put forward specific measures to improve all aspects of information dissemination, from the overall increase in farmers media literacy for practical information on the dissemination of results and farmers.Study was to investigate the difficulties of rural practical dissemination of information and farmers ’media literacy education, from the communicators, the communication channels, information, audience and the feedback that the five aspects of its decomposition research, complemented by rural infonnation dissemination and fanners’ media literacy status empirical investigation and analysis, can be found in one of the problems and try to put forward a development strategy, which has practical significance not only for practical dissemination of infonnation and farmers’ media literacy in the rural media, but also on rural economic development and social progress to play-oriented facilitating role.