涉农信息传播视角下农业科普期刊融媒体发展研究——陕西省8个重点农业生产县区的调研与分析

Convergence media development of agricultural popular science journals for agricultural information dissemination:Based on the investigation of eight major agricultural counties in Shaanxi Province

【目的】基于涉农信息传播研究视角,剖析融媒体时代下我国农业科普期刊存在的问题,探寻农业科普期刊的融媒体转型路径,助力我国农业科普期刊创新发展。【方法】面向陕西省8个重点农业生产县区的农户、专业合作社成员、驻村扶贫干部及农业科研院(所)工作人员等群体开展问卷调查和专项访谈,通过建立数据库进行描述性统计分析。【结果】当前,陕西省农民对获取涉农信息的媒介渠道、信息可信度、传播成效的满意度不高。农业科普期刊作为涉农信息传播的重要载体,面临着融媒体发展带来的挑战与机遇。【结论】农业科普期刊通过入驻社交类短视频平台、深耕专题,覆盖农业生产全过程,推动组织、人才、平台、市场多层融合等路径,进一步构建"融媒体+"的农业科普期刊新格局,提升农民对涉农信息传播成效的满意度,进一步实现农业科普期刊的学术意义与时代价值,助力我国乡村振兴发展。

[Purposes]This paper aims to analyze the problems of agricultural popular science journals in China in agricultural information dissemination in the new era and explore the methods for convergence media of such journals,which is expected to boost innovative development of agricultural popular science journals in China.[Methods]Through questionnaire survey and interview,we investigated farmers,members of specialized cooperatives,resident cadres for poverty alleviation,and staff of agricultural research institutes(institutions)in 8 major agricultural counties in Shaanxi Province.Then a database was established for descriptive statistical analysis.[Findings]At the moment,farmers in Shaanxi Province are dissatisfied with the media channels of agricultural information,information credibility,and dissemination effect.As a major disseminator of agricultural information,agricultural popular science journals embrace both challenges and opportunities in the era of convergence media.[Conclusions]Agricultural popular science journals should make full use of short video platforms,design special issues covering the whole process of agricultural production,and rely on related organizations,platforms,talents,and markets to form a new pattern of“convergence media+”and further satisfy the needs of farmers for agricultural information.Only in this way can they play a part in the new era and contribute to rural revitalization.