基于受众中心论的农业科技信息传播策略

Dissemination Strategy of Agricultural Science and Technology Information Based on Audience Centered Theory

信息化已成为国民经济和社会发展的必然趋势,信息技术已在农村生产生活的各领域渗透和应用,农业科技信息、市场信息和管理信息的快速、广泛传播是农村社会发展的源动力。我国农村信息化建设设施虽初具规模,但受社会重视程度不够、受众信息利用能力较差、服务机制不健全等原因影响,利用效率并不高。探讨农业科技信息的传播学理论及其应用机理,对促进我国农村经济发展方式转变、培育新型农业经营主体及发展现代农业具有积极的作用。

Informatization has become inevitable trend of national economic and social development,and information technology has been in the field of rural production and living of penetration and application. Rapid and widespread of agricultural science and technology information,market information and management information is driving force of rural social development. Rural informatization construction facilities in China has been taking shape,but use efficiency is not high because that social attention degree is not enough,audience information utilization ability is poor,and service mechanism is not sound reasons. Discussing communication theory and its mechanism of agricultural science and technology information has a positive role to promote rural economic development mode change,cultivate new type of agricultural management main body and develop modern agriculture.