農(nóng)業(yè)技術(shù)創(chuàng)新擴散的媒介傳播效果分析
發(fā)布時間：2018-08-17 20:03
【摘要】：搞好農(nóng)業(yè)技術(shù)創(chuàng)新擴散是國民經(jīng)濟持續(xù)健康發(fā)展的重要保證。以農(nóng)業(yè)中的水稻技術(shù)作為媒介傳播效果研究的分析對象,引述地區(qū)技術(shù)擴散的實證案例,分析了創(chuàng)新擴散的S型曲線特點。然后,闡述了大眾媒介包括新聞出版、電影、衛(wèi)星電視專欄、農(nóng)業(yè)信息網(wǎng)以及其他傳播手段在農(nóng)業(yè)技術(shù)創(chuàng)新擴散過程中的作用。提出為了提高技術(shù)創(chuàng)新擴散的傳播效果,在新聞傳媒領(lǐng)域首先要把握技術(shù)擴散的多級特性,重點報道創(chuàng)新擴散的"意見領(lǐng)袖",加快技術(shù)傳播速度;其次,要堅持新聞報道的客觀性,減少不確定性,消除技術(shù)擴散噪音;第三,強調(diào)傳授經(jīng)驗范圍,報道面向基層實際,提高農(nóng)民綜合素質(zhì);第四,合理設(shè)置議程,堅持輿論引導(dǎo),加大對農(nóng)業(yè)科技信息的報道。
[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.
【作者單位】： 中南大學(xué)商學(xué)院;湖南師范大學(xué)新聞與傳播學(xué)院;
【基金】：教育部人文社會科學(xué)項目“經(jīng)濟新聞傳播效果研究”(11YJA860027) 湖南省社會科學(xué)基金項目“經(jīng)濟新聞的表述創(chuàng)新與傳播效果研究”(13YBA234)階段性成果
【分類號】：F323.3;G206
，
本文編號：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.
【作者單位】： 中南大學(xué)商學(xué)院;湖南師范大學(xué)新聞與傳播學(xué)院;
【基金】：教育部人文社會科學(xué)項目“經(jīng)濟新聞傳播效果研究”(11YJA860027) 湖南省社會科學(xué)基金項目“經(jīng)濟新聞的表述創(chuàng)新與傳播效果研究”(13YBA234)階段性成果
【分類號】：F323.3;G206
，
本文編號：2188747
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