关键词: 农村信息传播, 拉斯韦尔模式, 信息传播主题, 信息行为

Abstract: [Purpose/Significance] With the continuous improvement of farmers' information needs and awareness, the pertinence, timeliness and effectiveness of rural information in China have received great attention. To study the problems and influencing factors of rural information dissemination under different topics is helpful for accurate dissemination of various sources of information in rural areas, providing the theoretical basis for optimizing rural information dissemination. [Method/Process] Based on the perspective of Lasswell communication model, the bibliometrics method was adopted to classify topics through keyword clustering, and then in-depth analysis of relevant literature of different topics was carried out. [Results/Conclusions] Four themes were identified: health, agricultural science and technology, policy and culture. It is found that scholars' theories and methods have different emphases under different themes. The research theory mainly adopts hierarchy of needs theory, and uses satisfaction theory. The research objects were focused more on women, children, the elderly and other vulnerable groups, as well as western rural areas, ethnic minorities and other regions; both qualitative and quantitative methods were used. The characteristics and problems of each influencing factor of rural information dissemination are also different. In the process of communication, it is urgent to solve the problem of not playing the role of the government and losing the subject status of the receivers. Moreover, the disseminator, the content, the media and the receivers all affect the rural information dissemination. According to the problems and influencing factors of rural information dissemination, the government and organizations are suggested to put forward countermeasures in accordance with local conditions to guarantee the accuracy and sustainability of rural information dissemination. The limitation of this paper lies in only four typical subject research directions this paper reported, while there may be more subject directions in reality, such as education, medical treatment, and pollution. Future research can be carried out from two aspects of strengthening communication theory and methods and improving the technology level in rural areas.

Key words: rural information dissemination, Lasswell model, information transmission theme, information behavior