本文關(guān)鍵詞： 傳播效果 農(nóng)業(yè)傳播 “知溝”　出處：《浙江海洋大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國的改革開放進(jìn)入了深水區(qū)和攻堅(jiān)區(qū),“三農(nóng)”問題的解決更加具有迫切性。農(nóng)業(yè)傳播的效果對(duì)農(nóng)業(yè)生產(chǎn)水平、農(nóng)村發(fā)展水平和農(nóng)民生活水平都有重要影響,而且隨著信息時(shí)代的日益深化,這種影響也在逐漸加深。所以,在探究“三農(nóng)”問題的解決對(duì)策時(shí),必須要把農(nóng)業(yè)傳播作為一個(gè)重要因素。然而在我國,由于農(nóng)業(yè)傳播中的傳播者和受傳者之間“知溝”的存在,農(nóng)業(yè)傳播的效率一直很低,效果也不盡如人意。然而,隨著網(wǎng)絡(luò)技術(shù)和新媒體的發(fā)展,“知溝”不僅沒有縮小的趨勢,反而更加擴(kuò)大,因此,必須采取合理而有效的措施對(duì)“知溝”問題加以解決。首先,本文從宏觀和微觀兩個(gè)層面闡釋了選題背景,然后對(duì)本文的研究目的和研究意義進(jìn)行了探討,結(jié)合農(nóng)業(yè)傳播和“知溝”的國內(nèi)外研究現(xiàn)狀,確定了研究內(nèi)容和研究方法。其次,對(duì)文中出現(xiàn)的關(guān)鍵名詞進(jìn)行了闡釋,以便于理解“農(nóng)業(yè)傳播”和“知溝”,并對(duì)農(nóng)業(yè)傳播中傳播者和受傳者各自的構(gòu)成進(jìn)行了詳細(xì)說明,由此比較出農(nóng)業(yè)傳播過程中傳、受雙方“知溝”的表現(xiàn)以及“知溝”的負(fù)面影響。再次,通過對(duì)農(nóng)業(yè)傳播過程的各個(gè)環(huán)節(jié)的分析,從社會(huì)大環(huán)境、傳播者、傳播渠道、受傳者四個(gè)方面對(duì)農(nóng)業(yè)傳播中“知溝”產(chǎn)生的原因進(jìn)行了探討,從而能夠找出問題的癥結(jié)所在,以使解決對(duì)策更具針對(duì)性。最后,本文從社會(huì)大環(huán)境、傳播者、傳播渠道、受傳者四個(gè)方面著手,對(duì)解決農(nóng)業(yè)傳播中的“知溝”問題提出了相應(yīng)對(duì)策。對(duì)策研究與原因分析是相輔相成的,以使解決對(duì)策更具針對(duì)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.
【學(xué)位授予單位】：浙江海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G206;F323.3

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