新媒体视域下中国农业科技传播发展现状与对策  

Status Quo and Countermeasures of Agricultural Science and Technology Communication in China in the Perspective of New Media

作　　者：崔艳[1] 李祎 康宇立 孙晶 Cui Yan;Li Yi;Kang Yuli;Sun Jing(Biotechnology Research Institute,CAA S,Beijing 100081)

机构地区：[1]中国农业科学院生物技术研究所,北京100081

出　　处：《农业展望》2023年第12期97-101,共5页Agricultural Outlook

基　　金：中国农业科学院基本科研业务费专项(Y2023XK22)。

摘　　要：农业科技传播是农业科研成果从潜在生产力向现实生产力转化的重要环节,也是沟通农业科研和生产应用的纽带。在当前的新媒体环境下,以新媒体技术为支撑的新媒体平台已逐步取代传统媒体,新媒体的应用使农业发展、农村建设、农民生产生活呈现出新的科技色彩,在实践“农业强国”中起到了举足轻重的作用,但也面临着国家社会经济转型期大环境下农业科技传播应对和适应新机制、新环境和新机遇的全新挑战。本研究阐述了目前农业科技传播的发展特征和应用现状,剖析了现阶段农业科技传播存在的问题和困境,并从优化传播环境和舆论氛围、加强新媒体基础建设和协作机制,丰富内容创新传播形式,以及做好目标定位,培养一线科技主播、打造农业科技传播品牌等方面提出了推动中国农业科技传播的对策和建议。Agricultural science and technology communication serves as a crucial link and bond between the potential productivity and actual production as well as agricultural research and its application in production.In the current new media environment,new media platforms supported by the new media technology have gradually replaced the traditional media,the application of new media makes agricultural development,rural construction,farmers'production and life present new color of science and technology,playing a pivotal role in the practice of strong agriculture,but also facing new challenges of agricultural science and technology communication to cope with and adapt to new mechanisms,new environments and new opportunities in the general environment of the country's socio-economic transition.This paper explained the current development characteristics and application status of agricultural science and technology communication,analyzed the problems and dilemmas of agricultural science and technology communication at the present stage,and put forward some countermeasures and suggestions in terms of optimizing the communication environment and public opinion atmosphere,strengthening the new media infrastructure and collaboration mechanism,enriching the content and innovative communication forms,as well as doing a good job of target positioning,cultivating first-line science and technology anchors and creating a brand of agricultural science and technology communication,so as to promote agricultural science and technology communication.

关 键 词：新媒体 新媒体传播 农业科技传播 

分 类 号：G206[文化科学—传播学] F323.3[经济管理—产业经济]