农业技术创新扩散的媒介传播效果分析
发布时间：2018-08-17 20:03
【摘要】：搞好农业技术创新扩散是国民经济持续健康发展的重要保证。以农业中的水稻技术作为媒介传播效果研究的分析对象,引述地区技术扩散的实证案例,分析了创新扩散的S型曲线特点。然后,阐述了大众媒介包括新闻出版、电影、卫星电视专栏、农业信息网以及其他传播手段在农业技术创新扩散过程中的作用。提出为了提高技术创新扩散的传播效果,在新闻传媒领域首先要把握技术扩散的多级特性,重点报道创新扩散的"意见领袖",加快技术传播速度;其次,要坚持新闻报道的客观性,减少不确定性,消除技术扩散噪音;第三,强调传授经验范围,报道面向基层实际,提高农民综合素质;第四,合理设置议程,坚持舆论引导,加大对农业科技信息的报道。
[Abstract]:It is an important guarantee for the sustained and healthy development of the national economy to do a good job in the diffusion of agricultural technological innovation.Taking rice technology in agriculture as the analysis object of media dissemination effect,this paper quotes the empirical cases of regional technological diffusion,and analyzes the S-curve characteristics of innovation diffusion.Then,it expounds the mass media including press and publication,film and satellite television. Column, Agricultural Information Network and other means of communication play an important role in the diffusion process of agricultural technological innovation. In order to improve the diffusion effect of technological innovation, we should first grasp the multi-level characteristics of technological diffusion in the field of news media, and focus on reporting the "opinion leaders" of innovation diffusion to speed up the diffusion of technology; secondly, we should adhere to the news. The objectivity of the report is to reduce uncertainty and eliminate the noise of technology diffusion; the third is to emphasize the scope of imparting experience, report the reality of grass-roots units, improve the overall quality of farmers; the fourth is to rationally set the agenda, adhere to the guidance of public opinion, and increase the coverage of agricultural science and technology information.
【作者单位】： 中南大学商学院;湖南师范大学新闻与传播学院;
【基金】：教育部人文社会科学项目“经济新闻传播效果研究”(11YJA860027) 湖南省社会科学基金项目“经济新闻的表述创新与传播效果研究”(13YBA234)阶段性成果
【分类号】：F323.3;G206
，
本文编号：2188747
[Abstract]:It is an important guarantee for the sustained and healthy development of the national economy to do a good job in the diffusion of agricultural technological innovation.Taking rice technology in agriculture as the analysis object of media dissemination effect,this paper quotes the empirical cases of regional technological diffusion,and analyzes the S-curve characteristics of innovation diffusion.Then,it expounds the mass media including press and publication,film and satellite television. Column, Agricultural Information Network and other means of communication play an important role in the diffusion process of agricultural technological innovation. In order to improve the diffusion effect of technological innovation, we should first grasp the multi-level characteristics of technological diffusion in the field of news media, and focus on reporting the "opinion leaders" of innovation diffusion to speed up the diffusion of technology; secondly, we should adhere to the news. The objectivity of the report is to reduce uncertainty and eliminate the noise of technology diffusion; the third is to emphasize the scope of imparting experience, report the reality of grass-roots units, improve the overall quality of farmers; the fourth is to rationally set the agenda, adhere to the guidance of public opinion, and increase the coverage of agricultural science and technology information.
【作者单位】： 中南大学商学院;湖南师范大学新闻与传播学院;
【基金】：教育部人文社会科学项目“经济新闻传播效果研究”(11YJA860027) 湖南省社会科学基金项目“经济新闻的表述创新与传播效果研究”(13YBA234)阶段性成果
【分类号】：F323.3;G206
，
本文编号：2188747
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