Information poverty in Southwest China: self and interactive behaviors among heterogeneous rural groups

Purpose This study aims to investigate the behaviors and barriers of information poverty (IP) among heterogeneous rural groups in Guizhou Province, Southwest China, using Dervin’s sense-making theory (SMT) and Chatman’s theory of IP. Design/methodology/approach Employing a mixed-methods approach, we conduct K-medoids clustering to analyze 3,864 respondents and perform an inductive analysis of 132 participants (2018–2021). The study identifies distinct rural groups: the “traditional group” (TG), “mainstream group” (MG), “backbone group” (BG) and “new generation group” (NG), along with the pre-existing “village cadre group.” Findings Diverse behaviors and IP barriers are observed across rural groups. TG and MG exhibit self-behaviors such as avoidance, reluctance, and easy-contentment. Conversely, NG and BG utilize multiple sources and demonstrate persistence, particularly in seeking rural policy information. All groups exhibit behaviors such as foregoing insurance and seeking information outside rural settings, notably concerning education. Interactive behaviors vary significantly – from providing information facilities to supporting decision-making – with varying acceptance levels. Moreover, village cadres, when providing information services, often inadvertently perpetuate the IP barriers that affect these rural groups. Originality/value This study introduces a new analytical framework by integrating SMT with IP. It validates and expands existing IP theories by demonstrating that different rural groups exhibit unique but overlapping small-world behaviors. The study proposes behavioral phenomena including “lower expectations of compromise and belief in connection,” “varying levels of interactive behavior” and “measurable assessments of rural information services.”