The Influencing Factors Of Information Demand And Satisfaction Of Rural Information Vulnerable Groups

In the spring of 2020,COVID-19 broke out abruptly.Medical treatment can be used to prevent and control the epidemic,the dissemination of information is also important for preventing and controlling the epidemic,stabilizing the public's sentiment and ensuring social functioning.However,because of the lack of economic capacity,limitation of communication equipment,outdated thinking and other reasons,rural information vulnerable groups cannot successfully access,utilize,and disseminate information about COVID-19.The study is under the background of the transmission of information about COVID-19,takes the information demand and satisfaction of rural information vulnerable groups as the research object through the qualitative research method of grounded theory.The study hopes to understand the current situation,and put forward countermeasures and reflection of problems and dilemmations.First,the background and significance of the research topic were introduced,and basic concepts such as "rural information vulnerable groups" were defined and described.By using in-depth interviews and rooted theory,the study coded the interview data at three levels,firstly summarized 51 initial concepts from the interview texts,then formed 18 initial categories,and later refined five main categories,including personal ability,information need desire,objective conditions and environment,information need satisfaction quality,and media impression and preference,so as to construct a model of information demand and satisfaction of rural information disadvantaged people.The model of factors influencing the information demand and satisfaction of the rural information vulnerable groups was thus constructed.Subsequently,these factors are explained,and the mechanisms of different factors on information demand and satisfaction are revealed based on specific interview contents and cases.The study also reflect on the problems revealed in the process of information demand and satisfaction of the rural information disadvantaged,including the "self-reinforcement" effect of information disadvantage and the single information channel that promotes and increases media dependence.Solving these problems requires the joint efforts of government,rural information vulnerable groups and media.Government is the driving force,and more social resources need to be coordinated in infrastructure construction,policy promotion and public opinion guidance,and government should promote the flow and access of information.Rural information vulnerable groups are the core participants,they are not only the active participants in the process,but also the objects of many changes and actions,they should take the initiative to make their voice heard and integrate into society actively.Media is the object and carrier of change.Media should take social responsibility and pay attention to the right to know and the right to participate of the majority of the people consciously in the process of information dissemination.Instead of blindly pursuing market benefits and the rights of minority groups,media should pay attention to the diverse characteristics of the audience.By conducting a study on the current situation of information demand and satisfaction of rural information disadvantaged groups,establishing a model of influencing factors,exploring their problems,making targeted suggestions,improving the communication mechanism in sudden public health events,enriching the study of information disadvantaged groups,and further realizing information equity and social equity.