Research On Information Behavior Of Herdsmen From The Perspective Of Selective Theory

In order to solve the problems of informatization construction difficulties,inaccurate information services,and inability to fully flow information as a factor in the production and life of herdsmen in some pastoral areas in my country,it is necessary to start from the root causes,pay attention to the characteristics of herdsmen’s information behavior,and make targeted measures.Taking "selectivity theory" as the core concept,this paper takes the seven herdsmen villages in the Siziwang Banner and Chahar Right Back Banner areas in Ulanqab City,Inner Mongolia as research cases,and obtains information and behavior data of herdsmen through in-depth interviews.The text is analyzed and refined,and the information behaviors such as information needs,information selection,information search,information absorption,and information sharing involved in the production and life of herdsmen are summarized.From the three dimensions of subject,information and environment,the main factors affecting herdsmen’s information behavior from the perspective of selectivity theory are proposed,and a herdsman’s information behavior model is constructed.Based on this,the research hypothesis of this paper is put forward.Later,by distributing questionnaires,more detailed information and behavior data of herdsmen were collected,and descriptive analysis methods were used to show the "selective" characteristics of herdsmen’s information behavior.Finally,data analysis methods such as correlation analysis and stepwise regression analysis are used to test the research hypothesis of this paper and improve the information behavior model of herdsmen.The study found that in terms of information needs,pastoral residents have the characteristics of "small-world information behavior",less need for external information,and less willingness to meet their own information needs.The primary driver of herdsmen’s information needs is "increasing income",the main information needs of herdsmen in life are "daily life information" and "medical health information",and the main information needs in production are "meteorological and disaster forecast information" and "Supply,demand and price information of agricultural and animal husbandry products";in terms of their willingness to search for information,most of the interviewed herdsmen said they were unwilling to actively search for information.At the same time,this paper argues that herdsmen groups have the characteristics of "selective search",and they are indeed more inclined to contact information that is consistent with their own cognition.In terms of information channel selection,"mobile phone" and "interpersonal" are the main channels for herdsmen to obtain information.In "interpersonal",village cadres and children are the main channels,and in the online environment,they tend to choose popular information sources.From the perspective of selectivity theory,the main influencing factors of information seeking behavior of herders are information usefulness,ease of understanding of information,timeliness of information and pleasure motivation;in terms of information selection behavior,herdsmen generally believe that it is necessary to select information,and it will affect information.Make value judgments,but their ability to judge is limited.The factors that affect herdsmen’s information selection behavior are information usefulness,information timeliness,and pleasure motivation;in terms of information absorption behavior,herdsmen said they“selectively absorb” information,and tend to choose to absorb information that conforms to Information about their own cognition and values,and in the process of absorbing information,there is often inconsistency between their own understanding and the original meaning of the information,and there is a lack of creative understanding of the information.The information absorption effect is still at the primary and intermediate levels,and video information is more helpful to improve its information absorption effect.Age,experience,motivation for pleasure,information literacy,information timeliness,community influence,opinion leaders,etc.are the main influencing factors for their "selective absorption";in terms of information sharing behavior,herdsmen have the characteristics of "selective sharing",In the process of online information sharing,the information will be actively processed,such as evaluation and paraphrase.Nearly half of the herdsmen indicated that they would choose who to share information with."Daily life content" is the main information sharing content for herdsmen,and "We Chat" and "face-to-face conversation" are the main information sharing methods.Attitude information is often "silent".From the perspective of selectivity theory,the main influencing factors of information sharing behavior are age,pleasure motivation,internal consistency,information comprehension,community influence and opinion leaders.Finally,this paper points out that in the process of information behavior,herdsmen are faced with backward information construction in pastoral areas,lack of pertinence in the information service system,serious aging in pastoral areas,insufficient information ability of herdsmen,information acquisition of herdsmen mainly for entertainment purposes,and herdsmen following traditional social norms.Distrust of outside information.And put forward targeted improvement strategies such as strengthening the information infrastructure construction of pastoral areas,enhancing the ability of herdsmen to meet information needs,making good use of the community influence of village cadres and large farmers,and giving play to the feedback role of the younger generation.