受众本位论视角下的参与式农业推广

Participatory Agricultural Extension form the Prospective of Audience-centered Communication Theory

介绍了由传统本位论向受众本位论转变的过程及中国受众本位论的基本思想,认为运用受众本位论分析农业推广活动有益于巩固参与式农业推广的理论基础。研究了农业推广活动的传通本质:推广者将信息传送给农民,农民对信息进行过滤、加工和改造,内化为自身的体会,并及时作出反馈。探讨了受众本位与参考式农业推广的内在逻辑联系;分析了受众本位论对参与式农业推广活动的2点影响,一是受众本位论明确了农业推广活动的导向和实施依据,二是将受众本位论纳入农业推广研究拓展了农业推广的外延。提出了受众本位论对完善参与式农业推广的4点启示:一是以受众为导向,注重受众的需求;二是提倡过程的参与式,强调受众内部参与程度的重要性;三是建立双向互动机制,使推广者能及时了解推广活动的实施情况和绩效;四是开发乡土知识,使创新与实践能更好地融合。

Transformation process to Audience-centered Communication Theory is introduced,as well as the basic idea of the theory in China. It is believed that using Audience-centered Communication Theory can help to consolidate the theoretical basis of participatory agricultural extension. The communication essence of agricultural extension activity is studied,which is spreaders send information to farmers; then,farmers filter and process the information,transform it into their own experiences and feed back on time. Internal logical relationship between audience-centered communication and participatory agricultural extension is studied. Effects of Audience-centered Communication Theory on participatory agricultural extension are analyzed. One is that the Audience-centered Communication Theory defines the guidance and implementation basis of agricultural extension activities; the other is that bringing Audience-centered Communication Theory into agricultural extension research can help to expend the agricultural extension. Several enlightenments of the theory to participatory agricultural extension are obtained. Firstly,take audience as the orientation and focus on the needs of the audience. Secondly,advocate the participatory approach of process; and emphasize the importance of internal audience participation. Thirdly,establish two-way interaction mechanism; and make the promoters understand the implementation and performance status on time. Fourthly,develop vernacular knowledge; and better integrate the innovation and practice.