常见媒体对农互动传播的创新探索与实践

Innovation Exploration and Practice of Agricultural Information Interactive Communication through Common Media

采用互动传播理论,对报刊、广播、电视、网络、手机5种常见媒体对农互动传播的方式方法以及创新探索与实践进行了研究梳理。研究发现,常见媒体对农互动传播的创新探索与实践主要分为两种,一是基于传统传播特点进行强化,二是借助自身优势实现多种媒体间的互动融合。并提出了各媒体只有互相融合,取长补短,其互动传播才能创新、增强和拓展的针对性建议。

Using the interactive communication theory , the author researched the methods for agricultural information interac-tive communication through 5 kinds of common media （ newspaper and journal , broadcast , TV, network and mobile phone ） , as well as the innovation exploration and practice of these methods .The study found that the innovation exploration and practice of agricul-tural information interactive communication through common media were mainly divided into two types ：strengthening the traditional media based on their communication characteristics;realizing the interactive integration of multiple media by their own advantages . We considered that only the integration and complementation of various media could innovate , strengthen and expand the interactive communication .