| Chong Qing is the largest municipality directly under the central government, with wider range of rural areas. Population of12.3724million people living in rural areas in2013,41.66%of the population of permanent residents. So the rural "knowledge gap" problem which is in the development of Chongqing road a gap. In this paper the Chongqing daily, rural edition as the research object, mainly studies the Chongqing daily, rural edition to bridge the "knowledge gap" between urban and rural areas of utility. The research idea of this paper is as follows:First, Select the Chongqing daily, rural edition from2010to2013as the samples of random sampling. The Chongqing daily, rural edition involves the content of the current news, planting and breeding technology, agricultural prices, farmers life safeguard, national and local policies and cultural knowledge, to this category to build six aspects content, explore the content for farmers to provide rich information resources and positive influence on farmers’life and production mode. The Chongqing daily, rural edition for Tuesday to Friday for16edition, on Saturday to Monday for version8. The effects of the content information to farmers receive status.Second,. Analysis the content of Chongqing daily rural version IT’s content has clear targeted, and It’s content can give peasants need information, The, content from technology to prices, from news to Wikipedia, not only can carry on the scientific planting and breeding fanners, also can provide farmers with agricultural market price information in time, not only to improve the income level of farmers, also aims to strengthen the peasants’ cultural level. The Chongqing daily, rural edition close to the farmers’life in the content, the message is closely related to the farmers’ production and life, but also stand in a more macro perspective for farmers to provide a wealth of information resources, making it have narrowed the premise condition of Chongqing rural "knowledge gap".Finally, select Bei Bei vegetable base and Tong Nan vegetable base as empirical inquiry location. Design questionnaire, then to statistics of survey results, to analyze the Chongqing daily, rural edition in rural "knowledge gap" play to utility. In Bei Bei vegetable base and Tong Nan vegetable base of field survey, more clearly shows the Chongqing daily, rural edition in bridging the countryside play a role in the process of "knowledge gap". Analyzes the Chongqing daily, rural edition by interference factors in the process of passing information. Among the two rural areas, farmers access to information habits tend to TV and interpersonal communication way. But there is no specific content for television and Chongqing rural audience detailed information dissemination, and the content of the transmission is to watch over and over again, fleeting, TV in these areas for the Chongqing daily, rural edition has some disadvantages. And access to information by means of interpersonal communication is limited, and comes from farmers for a long time the habit of access to information, this way of access to information between farmers at that time the difficult to change. But more importantly, after the results are statistics found that farmers reading the Chongqing daily, rural edition of frequency is proportional to the level of education, has a high degree of farmers reading frequency is higher, and fanners to read to the wealth of information has a certain effect, can improve the level of farmer’s income, it shows that the Chongqing daily, rural edition message played a role, but we need to explore more effective ways to improve rural audience receiving rate of effective information. |
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