Study On The Communication Effect Of Benefiting Agriculture Policy

Rural communication follows the general rules of communication studies,combines the special context of rural areas,and is the result of extension,infiltration and combination of communication studies in the field of agriculture.In fact,the analysis of the current situation and Optimization Countermeasures of benefiting agriculture policy in rural communication is also an exploration in the field of rural communication research.Practice has proved that under the basic national conditions of large rural population base and vast territory,it is precisely through the effective implementation of various Pro-agricultural policies that can better promote China's agricultural construction,rural development and farmers'poverty alleviation and prosperity.With the rapid development of information technology in recent years,the media environment in which farmers live has already undergone tremendous changes.At present,the dissemination of preferential agricultural policies is still marginalized in the study of rural communication.Especially in the period of social transformation,in view of the new environment and new problems,it is more necessary to improve the dissemination effect of preferential agricultural policies,optimize the dissemination mechanism of preferential agricultural policies,and promote the process of rural modernization.Based on the analysis and summary of the research results of rural communication at home and abroad,this paper first defines the relevant theories and concepts,and based on Lasswell's "5W" communication process model,elaborates on each element of the process of the dissemination of China's preferential agricultural policies.Based on the current situation of informationization development in China and the results of field investigation in Kantuan Town,Lixin County,the dissemination status of the current beneficiary agriculture policy in rural areas is analyzed,and the dissemination effect of the current beneficiary agriculture policy is analyzed in terms of its audience structure,content and channels for farmers to obtain information on the beneficiary agriculture policy.The study holds that only by improving the government-led communication system,establishing a discourse transformation mechanism,improving the media literacy and working ability of grass-roots cadres,encouraging the establishment and compensation of agricultural-related media,improving the media literacy of audiences,enhancing the utilization rate of new media,attaching importance to the role of opinion leaders,speeding up the training of rural communication talents and improving feedback channels,can the policy of benefiting farmers be allowed.The channels of communication are more open,and the advantages of the current new media can be fully utilized to promote the implementation of the benefiting agriculture policy.