农业创新传播的理论与应用探讨

Inquiry Into the Theory and Application of Agricultural Innovation Propagation

传播者、受传者和传播技巧都影响农业创新的传播效果。要搞好农业创新传播工作,需要深刻认识传播者的态度、品质、专长与威望、接近性,受传者的个人差异、社会类型、社会关系、文化规范和选择性心理等与传播效果的关系,需要在思维、劝服、单面与两面传播、信源可信度、传媒选择等传播技巧方面,提高理论和实践水平。

Agricultural innovation propagation effects are influenced by propagators, acceptors and propagation skill. In order to get good effects, it is necessary to understand the relations between the manner, character, speciality, prestige, approachability of propagators and the effects, and the relation between individual difference, social types, social relationship, cultural norm, alternative mentality of acceptors and the effects; it is also necessary to raise the theoretic and practical levels in the way of propagation skill, such as thought, persuasion, one-sided and two-sided messages, source credibility and media selection, etc.