农村意见领袖在农业技术传播中的角色与作用

The Role and Function of Rural Opinion Leaders in Agricultural Technology Communication

农业技术推广是实现农业现代化的重要环节,推广中的非正式团体“意见领袖”有着十分重要的作用。文章通过对我国农村技术传播中意见领袖扮演的角色、特点和在农村集体中发挥的重要作用进行分析,表明我国农村技术传播中意见领袖的作用相当于是一个桥梁,扮演着接受者、传递者和反馈者的角色。

Agricultural technology extension is an important link to realize agricultural modernization,and the informal group opinion leaders in extension play a very important role.Through the analysis of the role and characteristics of opinion leaders in Chinese rural technology communication and the important role they play in the rural collective,this paper shows that the role of opinion leaders in Chinese rural technology communication is equivalent to a bridge,playing the role of receiver,transmitter and feedback.