【作者】 杨九龙；

【导师】 樊志民；

【作者基本信息】 西北农林科技大学 ， 农业与农村社会发展， 2013， 博士

【摘要】 上世纪80年代开始的农村改革不仅是社会经济发展的转折点,也是农业信息服务的转折点：它扩大了农民自主决策的范围,增强了他们对信息的需求,在现实的农村地区和虚拟的网络空间建立了一系列的信息服务设施,形成了农业信息服务体系的基本架构。在西北地区,宝鸡的农业专家大院、杨凌的农高会、黄养川的“以校领乡”、西北农林科技大学的农业推广等在农业信息服务方面特色鲜明、成效显著,国内学界给予了高度关注,同时该地区农业产值比重大、农村人口数量多、农民信息需求尚未得到有效满足。因此,有效的农业信息服务对于满足西北地区的农民信息需求、缩小城乡间的“数字鸿沟”、推进社会主义新农村建设发挥了不可替代的作用。然而在新的时代背景下,由于农村社会环境的巨大变化进而客体特别是农民信息需求的多元化、复杂化、深度化,有必要重新审视农业信息服务并重点对其中若干关键问题继续展开研究。农业信息服务是农业信息服务体系的有机组成,现行农业信息服务体系呈现出信息服务模式多元化、信息服务主体以政府为主、信息服务客体以农民为主、信息传播渠道的实体虚拟交互、信息服务内容以涉农生产生活信息为主等特点,可以区分为政府扶持为主、农民社团自助式和市场化方式三种信息服务体系运行机制。研究围绕以下五个问题展开：农民特别是相对贫困的西北地区农民群体到底需要什么样的信息?农业信息资源应如何有效开发?农业信息传播的困境是什么?不同信息服务模式的服务效果以及服务效果不能达到预期目的的深层次原因是什么?农业信息服务应遵循什么样的发展思路和发展对策及在哪些方面可以突破创新?这些问题涵盖了农业信息服务中的信息需求、资源开发、信息传播、服务效果、发展对策等内容。首先,信息服务建构主义强调有效的信息服务必须依赖于信息提供者对用户需求的理解,信息服务的设计必须建立在对用户深入研究的基础之上。历时四年对近千名西北地区农民的三次问卷调查和入户访谈,可以说明：他们对信息的需求以生产生活类为主,获取信息渠道以传统媒介为主,认为可靠的信息主要来自于传统媒介,农业生产技术的传承主要基于人际传播,而遇到生产问题咨询对象也是以亲朋邻居为主的乡村熟人,对于农业科技信息共同认可具有较高的使用价值,但并不满意乡镇科技人员的服务成效。其次,作为农业信息服务基础的信息资源开发面临着信息特别是网络信息污染严重、标准规范缺失、采集分析处理水平较低的客观问题。需要着重加强数据库和农业网站的建设,而必须面对的残酷现实是这两类资源农民几乎甚至从未利用,大量的访谈足可证明。因此必须以农民的信息需求为基础,农业信息资源开发中在坚持政府主导作用的前提下,应注重农业风险资源的开发,需加强农业信息资源的整合,要坚持“纵向贯通为主,横向扩展为辅”开发模式、“自下而上”开发模式、联合集约经营开发模式的有机整合。第三,知沟理论更准确的解释着现行农业信息传播体系设计上的根本缺陷。基于大规模的调研发现：广播电视传播信息的娱乐化、图书报刊传播信息的休闲化、网络化传播的严重缺失但农民信息协会对信息可进行有效传播。在农业信息传播体系建设中,应确立农民为信息传播的主角,需要构建“自下而上”的信息传播体系,“传媒—经纪人—农民”的信息传播模式则更受农民特别是西北偏远地区农民的欢迎。第四,信息服务基础设施的完善、信息服务模式的多样化、信息服务体系的创新并未带来理想的服务效果特别是农民对政府信息服务设施的利用。网络服务的低迷和有限的实体服务,经济社会发展中的“二元结构”也体现在信息服务方面从而导致“数字鸿沟”和“距离”的客观存在,而农民视角下的官民利益区分、基层政府的形式主义问题、信息控制问题、某些服务领域的官商合作问题则在更大程度上解释着农民对政府提供的信息服务的漠然。民间信息服务在一定程度上弥补着政府信息服务的缺失但其局限性也是显而易见,娱乐化的大众传媒难以有效满足农民的个性化信息需求,人际信息交流的直接可信但也会导致类似羊群效应的结果。第五,制度变迁理论从而农业信息服务的动力系统表现出的内源性需求强烈但内生力太薄弱而外生力明显供给不足的现实,从根本上要求信息服务体系的完善或重构。在信息服务的发展思路上,应以农民为中心同时突出分众专业化的服务以及信息技术的适用选择。在整体服务尚不能有效改观的状况下,可在共享工程、漂流图书馆、大学生村官、农村综合信息服务站等方面进行信息服务的突破创新。在农业信息服务发展策略上,要确立政府在农业信息服务体系建设中的主导地位、应培育农村信息市场与信息服务风险的防范和化解、应加强农业信息资源开发和提高信息资源利用效能、应加强农业信息标准化建设与信息共享机制的完善、应探索信息服务体系运行机制的良性发展模式、应培训信息服务队伍与提高农民信息意识消费水平、应打造多层次的农业信息服务体系、农业信息服务应向扁平化方向发展。本文创新之处：(1)研究方法创新：运用知识图谱软件对国内外近十年相关文献进行了定量可视化分析；运用主辅问卷方式对农民的信息需求利用状况进行了规模调查研究。(2)主要观点创新：传统媒介不仅是信息获取的主要渠道也被视作信息的可靠来源,但直到今天农民生产技术信息的获取和各类生产生活问题咨询仍然主要依靠乡村人际网络,政府农技人员的科技服务并未得到认可；农业信息资源特别是数据库和网站资源的建设已初具规模,但却是农民利用的信息资源盲区；传统媒介无法真正满足农民的个性化、专业化需求,农民信息协会虽可发挥积极作用但需政府支持和规范；政府主导的网络和实体类公共性信息服务的服务效果极为有限,民间信息服务、大众传媒、人际信息交流虽可作为有机补充但仍存在诸多问题。因此在农业信息需求、农业信息资源开发、农业信息传播、农业信息服务中必须始终坚持以农民为中心,农业信息服务的发展需将以农村为中心“自上而下”的思路和以农民为中心“自下而上”的两种思路结合起来,更侧重“自下而上”的发展思路,这对于从根本上显著改善农业信息服务效果从而真正满足农民信息需求进而切实推动西北地区农业农村社会发展具有深远的意义。更多还原

【Abstract】 The rural reform began in the1980s is not only a turning point of economic development, but also the turning point of the agricultural information service. The reform expands the scope of independent decision-making of farmers, increases their demand for information, establishes a series of information services in the reality rural areas and virtual network space, and forms the basic framework of agricultural information service system in Northwest China. Agriculture Experts Compound in Baoji, Agriculture High-tech Achievement Expo, in Yangling,"school-guided-rural development" mode in Huangyangchuan, and agriculture extension of Northwest Agriculture and Forestry University, etc., share distinctive characteristics, remarkable achievement and great attention of domestic scholars in agriculture information service. At the same time, since the agricultural production value holds very large proportion; there is a great population in rural area; and the farmers’information needs haven’t been met effectively, it is more significant and more practical of this paper to take northwest area for instance. The effective information service has played an irreplaceable role in meeting the information needs of farmers, narrowing the "digital divide" between urban and rural areas, and promoting the building of a new socialist countryside. However, due to the great changes of the rural social environment in the new era, the objects, particularly the information needs of farmers, are diverse, complex, and profound; therefore, it is essential to re-examine the agricultural information service system in Northwest China and continue to study on certain key issues thereof.Agriculture information service is an organic composition of the agricultural information service system. The current agricultural information service system is characterized in that the modes of service are diverse, the service provider lies both in government and enterprises, the service object aims at farmers, the dissemination channel alternates between entitative and virtual channels, and the service content is mainly about agriculture production and daily life. The operating mechanism of the information service includes three modes: government-supported mode, farmer communities’self-help mode and market-oriented mode. The study focuses on the following five issues:What kind of information does the farmer need, especially the farmer in poorer areas of Northwest China? How to develop agricultural information resources effectively? What are the difficulties of agriculture information dissemination? What are the different service effects of different service modes and what are the deep reasons why the intended service effects can not be achieved? What kinds of development ideas and countermeasures should be followed in agricultural information service system and from which aspects breakthroughs and innovations can be made? These issues cover the contents of the information needs, information services, information development, information dissemination and other topics on the construction of agricultural information service system.Firstly, the information services constructivism emphasizes that effective information services must rely on the users’needs understood by information providers, and the design of the information services must be based on in-depth study of the users. Based on the questionnaire survey on nearly a thousand farmers and home interviews on part of the subjects in recent four years, it is showed the production and life information is the main requirement; traditional media is the main access to information; the reliable information is mainly from traditional media; the agricultural production technology is mainly disseminated through interpersonal communication; friends, neighbors and acquaintances are always the main resorts to get help when production problems arise; and farmers think highly about the utility values of the agricultural science and technology information, but are not satisfied with effects of the services offered by scientific and technical personnel from township.Secondly, as the foundation of the information service, information resources development faces the objective problems that information, especially the network information is seriously polluted; the standards and specifications are insufficient; and the levels of information acquisition, analysis and processing are low. It is proved by a large number of interviews that although the construction of database and agricultural network needs to be strengthened, the cruel reality we have to face is that the two types of resources are seldom, even never used by the farmers. Therefore, the information resources development should base on the information needs of farmers, insist on the leading role of government, focus on the development of the agricultural risk resources, reinforce the integration of agricultural information resources, and adhere to the deep integration of such development modes as follow:the "vertical-based and traverse as a supplement" development mode, the "top-down" development mode, and the joint intensive management development mode.Thirdly, the knowledge gap theory accurately explains the defects in the design of the current agricultural information dissemination system. Based on large-scale investigation, it is found that the information disseminated through radio and television is entertaining, the information disseminated through books and periodicals is leisure, and the information disseminated through network is seriously missing, at the same time, the information can be disseminated effectively through farmers’information association. During the construction of agricultural information dissemination system, farmers should be the leading role in information dissemination,"bottom-up" information dissemination system needs to be built, and the information transmission mode of "media-rural brokers-rural audiences" would be more popular among farmers, in particular to the farmers in the northwest remote villages.Fourthly, the improvement of information service infrastructure, the diversity of information service mode and the innovation of information service system haven’t brought perfect service effects, in particular to the use of government information services. Considering the sluggish network service and limited entity service, the "dual structure" in economic and social development also exists in the information service, which results in "digital gap" and "distance". At the same time, in the perspective of farmers, the interest division between government and farmers, the formalism of grass-roots governments, the problems of information control, and the cooperation between businessmen and officials in certain service fields all represent the nonchalant attitude of farmers to the information service provided by government to a greater extent. To some extent, non-governmental information service makes up for a lack of government information services, but the limitations are obvious:the entertaining mass media is difficult to meet personalized information need of farmers effectively, while interpersonal information exchange is direct and true, but it may lead to the result of herd behavior and the similar.Fifthly, since the agricultural information service system shows strong endogenous demand, weak internal force and insufficient supply of outer force, the information service system needs to be reconstructed or improved fundamentally based on the institutional change theory. The development idea of information service should center in farmers, highlight professional services and applicable choices of information technology. Under the reality that the overall service system is still not effectively changed, we may carry out breakthroughs and innovations on part of the information service system, such as Cultural Information Resources Sharing Project, drifting libraries, college-graduate village officials, rural integration information service stations etc.. As for the development idea of agricultural information service system, it is proved that the government should play a leading role during the construction of agricultural information service system; and we should try to cultivate the rural information market, preclude and dissolve the risk of information services, strengthen the development of agricultural information resources, improve the effectiveness of resource utilization, reinforce the standardization construction of agricultural information, improve information sharing mechanisms, explore the healthy development mode of operating mechanism for information service system, train the information service teams, increase the consumption level of farmers’ information consciousness, build a multi-level agricultural information service system, and guide the agricultural information services into a flat direction.The innovations of this paper are as follow:(1) the innovations of research methods:the knowledge mapping software is used to make a quantitative visual analysis on domestic and foreign literatures in recent ten years; and primary and secondary questionnaires are used to make a wide-scope investigation on information needs of farmers;(2) the innovations of research viewpoints:traditional media is not only regarded as a main access to information, but also a reliable source of information. Up to now, the acquirements of production technology information and consultations of production and daily life have mainly depended on rural social network, and the technology services offered by agriculture scientific and technical personnel haven’t been approved. Agriculture information resources, especially the constructions of database and web site have begun to take shape, but the utilization is still aimless. It is hard for traditional media to meet the personal and professional needs of farmers. Although farmers’information association plays an active role, supports and specifications from government are still required. Both network and reality public information service has limited service effect. Non-governmental information service, mass media, interpersonal information exchange can be regarded as supplementary, but there are still mangy problems. Farmer-centered principle is always adhered when studying on agriculture information needs, agriculture information resources development, agriculture information dissemination and agriculture information services.. The ideas of rural-centered "top-down" mode and farmer-centered "bottom-up" mode should be combined in the construction of agricultural information service system in Northwest China, which is significant to improve agriculture information service effects fundamentally and greatly, and to meet information needs of farmers, therefore impelling the rural social development in northwest district.更多还原