农业传播中的“知沟”问题及对策研究

发布时间：2018-01-30 07:03

本文关键词： 传播效果农业传播 “知沟”　出处：《浙江海洋大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国的改革开放进入了深水区和攻坚区,“三农”问题的解决更加具有迫切性。农业传播的效果对农业生产水平、农村发展水平和农民生活水平都有重要影响,而且随着信息时代的日益深化,这种影响也在逐渐加深。所以,在探究“三农”问题的解决对策时,必须要把农业传播作为一个重要因素。然而在我国,由于农业传播中的传播者和受传者之间“知沟”的存在,农业传播的效率一直很低,效果也不尽如人意。然而,随着网络技术和新媒体的发展,“知沟”不仅没有缩小的趋势,反而更加扩大,因此,必须采取合理而有效的措施对“知沟”问题加以解决。首先,本文从宏观和微观两个层面阐释了选题背景,然后对本文的研究目的和研究意义进行了探讨,结合农业传播和“知沟”的国内外研究现状,确定了研究内容和研究方法。其次,对文中出现的关键名词进行了阐释,以便于理解“农业传播”和“知沟”,并对农业传播中传播者和受传者各自的构成进行了详细说明,由此比较出农业传播过程中传、受双方“知沟”的表现以及“知沟”的负面影响。再次,通过对农业传播过程的各个环节的分析,从社会大环境、传播者、传播渠道、受传者四个方面对农业传播中“知沟”产生的原因进行了探讨,从而能够找出问题的症结所在,以使解决对策更具针对性。最后,本文从社会大环境、传播者、传播渠道、受传者四个方面着手,对解决农业传播中的“知沟”问题提出了相应对策。对策研究与原因分析是相辅相成的,以使解决对策更具针对性和有效性。
[Abstract]:With the reform and opening up of our country into deep water areas and key areas, the "three rural" problems are more urgent to solve. The effect of agricultural communication on the level of agricultural production. Both the level of rural development and the standard of living of farmers have an important impact, and with the deepening of the information age, this impact is gradually deepened. Agricultural communication must be regarded as an important factor. However, in our country, the efficiency of agricultural communication has been very low because of the existence of "knowing gap" between the communicator and the recipient of agricultural communication. However, with the development of network technology and new media, "know the Gap" not only does not shrink the trend, but also expands more. It is necessary to take reasonable and effective measures to solve the problem of "knowing the gully". First, this paper explains the background of the topic from the macro and micro levels, and then discusses the purpose and significance of the research. Combined with the current situation of agricultural communication and "know the ditch" at home and abroad, the research content and research methods are determined. Secondly, the key terms in this paper are explained in order to facilitate the understanding of "agricultural communication" and "know the gully". And in the agricultural communication of the communicator and the transmission of the respective components of the detailed explanation, thus comparing the process of agricultural communication, by the two sides "know the gully" and the negative impact of "know the ditch". Again. Through the analysis of each link in the process of agricultural communication, this paper probes into the causes of "knowing the gully" in agricultural communication from four aspects: the social environment, the communicator, the communication channel and the receiver. In order to find out the crux of the problem in order to make the solution more targeted. Finally, this paper from the social environment, communicators, communication channels, the transmission of four aspects. The corresponding countermeasures are put forward to solve the problem of "knowing the gully" in agricultural communication. The countermeasure research and cause analysis are complementary to each other in order to make the countermeasures more targeted and effective.
【学位授予单位】：浙江海洋大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206;F323.3

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