福建省农村实用技术远程培训的媒介分析——基于农户的视角

Media Analysis on Remote Training of Fujian Rural Practical Technology:Based on Farmers'Perspective

农村实用技术远程培训是利用网络技术开展的农业科技信息传播,以农户技术观念和行为的改变为关键目标,因此有必要从传播媒介及农户的视角对其进行探索。首先,归纳了农村实用技术远程培训的媒介传播现状,包括作为农业科技信息传播工具的媒介和作为农业科技信息传播重要影响力量的媒介。其次,从农户认知、情感、意动的三大行为基础出发,分析了农村实用技术远程培训的媒介传播困境。最后,提出了促进有效认知、增进情感认同、构建真实意动的媒介传播建议。

Remote training of rural practical technology is an agricultural science-and-technology information communication using network technology.Its key target is to change farmers ＇ technical perceptions and behavior and should be explored from the point of view of the media and farmers.First of all,the paper summarized the media-communication status,including the role of a tool and a significant impact factor of agricultural science-and-technology information communication.Secondly,the paper analyzed the media-communication dilemma from the perspective of cognition-affection-conation which is the base of behavior.Finally,the paper proposed the media-communication suggestion such as promoting effective cognition,enhancing affection identity,building true conation.