农业科技传播的方式、效果及其创新——基于皖中D村的实地调查  

Research on Current Situation, Effect and Innovation of Rural Science Communication Based on Surveys in Anhui

作　　者：操瑞青[1] 方晓红[1] CAO Rui-qing, FANG Xiao-hong(School of Journalism and Communication, Nanjing Normal University, Nanjing 210097, China)

机构地区：[1]南京师范大学新闻与传播学院,210097

出　　处：《编辑之友》2018年第4期12-17,共6页Editorial Friend

基　　金：国家社科项目"新型城镇化背景下长三角地区农村科技文化传播体系创新研究(13BXW051)";南京师范大学2015年优秀博士论文选题资助计划

摘　　要：基于实地调研,文章总结了当前农业科技传播的四种方式及其传播效果。研究发现,农民在接受农业科技信息时有两条较为固定的心理路径。其一,对内容上简单易懂的信息,农民主要依据自身生产经验进行选择性理解与接受,效果较易实现;其二,对内容相对复杂的信息,农民较少衡量信息本身的优劣,转而去评估那些直接将信息传递给自己的传播者们是否值得信任,效果的强弱与信任关系的强弱呈正相关性。据此,农业科技传播的创新至少有两种路径:一是降低信息复杂性,多采用科技标语、视频展示、现场观摩等直观化手段;二是在传播信源与农民受众之间寻找固定的"中介群体",该群体既能接受和理解来自信源的科技内容,又能与农民保持良好信任关系,如种粮大户、农资零售商等。This paper summarizes four ways of agricultural science and technology communication and its effects. We believe that farmers tend to accept the information easy to understand or the information from people who can be trusted. The innovation of rural science communication exists in two ways： firstly, reducing the complexity of the information and adopting more visualized tools; secondly, finding some intermediary groups between the source and the farmers which can not only help them to accept and understand technological contents from the source, but also maintain a good relationship with providers.

关 键 词：农村科技传播 传播方式 传播效果 路径创新 

分 类 号：G206[文化科学—传播学]