农业科技区域精准传播策略研究——以福建省农科院农业科技区域传播为例

Tactics of Regional Accurate Communication on Agricultural Science and Technology——A Case Study of Regional Communication on Agricultural Science and Technology of FAAS

中国各区域的自然、农作物生长等条件的差异较大,生产结构呈多元化,农业科技传播的内容要与每个区域农村的生产实际都相适应还存在着一定的难度。研究农业科技区域精准传播策略的目的是探索如何能使农业科技传播内容、途径与当地农村生产实际相适应。本研究应用区域传播学理论,从农业科技区域传播的规律出发,以"福建省农业科学院农业科技区域传播"的成功案例为启示,提出以区域环境为坐标划分传播区域,根据传播区域的差异特征来制定传播的方式和内容,以及促进区域传播与区域环境良性互动的对策与建议。

In the regions of China, there is a significant difference in the nature, crop growth and so on, and the production structure is diverse. The difficulties still exist in adapting the contents of communication on agricultural science and technology to the rural production practice of every area. The purpose of studying the tactics of regional accurate communication on agricultural science and technology is to explore a way how to adapt the contents of communication on agricultural science and technology to the local rural production practice. Applying the theory of regional communication, proceeding from the laws of regional communication on agricultural science and technology, taking the successful example of the regional communication on agricultural science and technology of FAAS as enlightenment, the countermeasures and suggestions are presented and discussed, which are to categorize communication regions by the regional environment factors, make out the styles and contents of communication according to the different characteristics of communication regions, promote regional communication to interact benignly with the regional environment.