新农村背景下农业传播主要模式探讨

Probe into the chief modes of agricultural communication in new countryside

【目的】分析新农村背景下农业传播的主要模式及其应用,为农业传播学中相关理论的探讨和发展提供参考。【方法】以传播学研究中的传播过程模式为理论支点,通过对比传统农业传播模式,采取归纳分析的方法,提出当前新农村背景下农业传播的主要模式。【结果】目前,我国农业传播主要存在行政干预的上行下效模式、农业意见领袖的两级传播模式、社会互动的远程教育模式、大众传播的自发效仿模式等4种。【建议】应根据实际情况,扬长避短,综合考虑传播者、受众、信息内容、传播媒介以及反馈等传播过程的各要素,对传播各环节进行重新组合和整体把握,形成一个符合特定需求的动态发展的农业信息传播系统。

[Objective]The present study focused on the chief models of agricultural communication and their application status in order to provide references for the exploration and development of agricultural communication theory. [Method]The study was conducted using literature and examples, via theoretical fulcrum of the communication process model. By comparing the traditional agricultural mode of communication, the chief mode of current agricultural communication was presented using the method of induction and analysis. [Result]The four major modes of agricultural communiction observed in this study are as follows： the permeates mode in the intervention of administration, the two-step-flow mode of communication of opinion leaders, the distance education mode of social interaction and the spontaneous follow mode of mass media. [Suggestion ]By comprehensively considering disseminator, receiver, information, media and feedback coupled with shuffling every link in communication, a dynamic agricultural information communication system will take shape to meet specific needs.