大众媒体在农业科技传播推广中的优势和发展对策  

The Advantage and Development Countermeasure of the MassMedia on the Extension and Dissemination of Agricultural Technology

作　　者：方文明[1] 吴奕敏[1] 江晓庆[1] 刘少群[1] 

机构地区：[1]华南农业大学,广东广州510000

出　　处：《科技管理研究》2012年第15期217-220,共4页Science and Technology Management Research

基　　金：国家星火计划重大项目"华南地区农业先进适用技术推广培训与转化运用"(2010GA780001);广东省星火计划"福云六号在扶贫点沃田村的示范推广"(2011B020304015)

摘　　要：分析大众媒体在农业科技传播中的优势,找出大众媒体在农业科技传播推广中存在的问题,并提出要为服务对象"量体裁衣"、创造良好的传播环境、优化传播媒体报道内容和结构、强化媒体工作者社会责任感、完善农业科技传播推广系统等对策建议。In this paper, the advantage and current problems of mass media on the dissemination of agricultural technolo- gy are analyzed and figured out. Further more, the paper makes the suggestions as follows ： increasing the flexibility of the service for meeting the needs of clients and better communication, optimizing the content and structure of media coverage, strengthening the sense of social responsibility of media workers as well as improving the dissemination of agricultural technology promotion system.

关 键 词：大众媒体 农业科技 信息传播 发展对策 

分 类 号：G206[文化科学—传播学]