Abstract: 【Purpose/significance】To explore the communication characteristics of government information on agricultural benefits in
the "small world" of self-media,to improve its communication effectiveness,and to provide information guarantee for the implementa?
tion of rural revitalization strategy.【Method/process】The Gephi software was used to form keyword clusters for the dissemination of in? formation on agricultural benefits,and the Spearman correlation coefficient was used to analyze the correlation between variables and samples of questionnaires distributed to the rural population.【Result/conclusion】The self-benefit,self-help and self-help characteris? tics of the dissemination of agricultural information in the "small world" were found,and then the effectiveness of the dissemination of agricultural information was optimized through the guidance of the subject's behavior,the construction of the object and the regulation of the platform.【Innovation/limitation】A "concentric circles" optimization model of subject behavior,a "whole information chain" opti? mization model of objects and a "funnel" optimization model of platform regulation are constructed.