The Motivation And Behavior Of Farmers' Smartphone Use

The countryside is an important part of China's social structure.As the largest audience in China,farmers' living environment and conditions are the focus of government work.However,due to historical and realistic circumstances,the trend of widening the gap between urban and rural areas in China has not changed significantly,and the vulnerable position of farmers has not been significantly improved.With its unique media characteristics,mobile phones have brought more opportunities and possibilities for the change of rural information transmission channels and social interaction methods.This study mainly focused on farmers.During the two questionnaire surveys,I published a total of 404 questionnaires and received a total of 301 valid questionnaires.Based on the theory of the User and Cratifications,there are three research purposes——Analyze the motivation of farmers 'use of smartphones,behaviors of farmers' use of mobile phones,and discuss how mobile phones play a role in alleviating information poverty.Research shows that farmers' motivations in the use of mobile phones are mainly in four aspects——social interaction satisfaction,information perception usefulness,entertainment motivation,and political participation needs.There are many smartphone users in rural areas,but the daily use time is less than the average weekly online time per week of Chinese netizens.Farmers are more proficient in the use of mobile phones and have more entertainment purposes.Watching the news has become the first choice for practicality.There are significant positive correlations between various variables of mobile phone usage habits among farmers.The longer you have a mobile phone,the more time you spend each day,the more your monthly phone bill,and the higher your proficiency.There are three main factors for farmers' preference for smartphone use : "personal initiative","interaction" and "information preference".In the use of mobile phones,the "individual initiative" of rural men,middle-aged people,and junior high school students is particularly prominent.Middle-aged people stand out during the use of mobile phones.The longer a person uses a cell phone every day,the higher the "personal initiative" in using the cell phone.If we want to improve farmers' information poverty through mobile phone use,we must reshape farmers' dominant position in information dissemination,must let middle-aged people take the initiative to seek information,and Change their perception of information.The government organizes middle-aged groups to conduct mobile phone skills training to reduce the obstacles to their access to information.Government and media platforms stay on short video platforms to ensure that the information obtained by farmers is accurate.