揭榜对占城稻推广的促进作用及现代传播学解析  

The Promotion of Official Notice for Champa Rice Extension from Modern Communication Perspective

作　　者：殷三[1] 李果[1] 赵红[1] 李浩[2] YIN San;LI Guo;ZHAO Hong;LI Hao(Department of Journalism and Communication,Anhui Vocational College of Press and Publishing,Hefei 230601,China;Rice Research Institute,Anhui Academy of Agricultural Sciences,Hefei 230031,China)

机构地区：[1]安徽新闻出版职业技术学院新闻传播系,安徽合肥230601 [2]安徽省农业科学院水稻研究所,安徽合肥230031

出　　处：《安徽农业大学学报（社会科学版）》2020年第1期126-132,共7页Journal of Anhui Agricultural University:SOC.SCI.

基　　金：安徽高校人文社会科学研究项目“传媒视角下转基因媒体事件的网络传播研究”(SK2019A1049);安徽高校省级质量工程教研项目“公共服务传播格局下高职新媒体采编智慧教学课程模式的建构”(2017jyxm0829)。

摘　　要：宋代由于气候改变、旱灾频发,对耐旱水稻品种需求迫切。占城稻具有适应性强、耐旱涝、成熟早等优良特性,在宋代得到迅速推广应用。而对占城稻的推广,前人研究很少关注传播学过程。在其推广中,宋朝的官方揭榜起到不可或缺的作用。揭榜的内容全面、形式灵活、成本低廉,有效地推动了当时占城稻的推广。揭榜将信息源、受传者、信息及反馈等传播过程的基本要素有机连接起来,从而在传播过程中起到重要的媒介作用。揭榜促进占城稻推广的传播学解读,对当前乡村振兴战略中的农业科技传播也有着重要的启示作用。Drought resistant rice was much needed in the Song Dynasty due to frequent climate change and droughts.As an adaptable,drought and flood resistant,quick-maturing rice,Champa rice was planted widely in China during the period.A few scholars have noticed this phenomenon,but the communication process has not been paid enough attention.It was official notice that played an indispensable role in extending the rice.The official notice had comprehensive contents and flexible forms and was of low cost.It connected the basic elements of communication process,such as information source,receiver,information and feedback,and acted as an important medium in the process.Such analysis from modern communication perspective might provide some enlightenment for the extension of agricultural science and technology in current rural revitalization.

关 键 词：占城稻 揭榜 推广 传播媒介 

分 类 号：S-01[农业科学] G20[文化科学—传播学]