媒介接触视域下农业科技传播的影响因素研究

Analysis of influencing factors of rural science and technology communication from the perspective of media contact

发展农业科技是乡村振兴的重要途径.该文通过乡村实地调查,采用比较系统分析方法,探讨媒介视域下影响农业科技传播因素的有效组态路径.文章针对农村科技传播中存在的因信息服务不对称、信息服务平台基础建设薄弱导致农民个性化需求无法满足、科技信息综合服务功能较弱等问题,提出通过重视乡村农民科技文化知识的培养、加强乡村科技网络设施建设、提升科技信息内容价值、拓宽科技传播渠道,提高科技信息传播能力,推动农业科技信息的有效传播,促进农业科技振兴.

Agricultural science and technology is an important way for rural revitalization and development. In this article the effective configuration path of factors affecting the agricultural science and technology dissemination were explored from the media perspective through rural field survey and comparative system analysis method. This article aims at the problems in rural science and technology dissemination, such as the insufficiency of farmers’ individualized needs due to the asymmetry of information services, weak infrastructure of information service platforms, and weak comprehensive service function of scientific and technological information. It’s proposed that by attaching importance to the cultivation of rural farmers’ scientific and technological cultural knowledge, Strenghthening the construction of rural scientific and technological network facilities, enhancing the value of scientific and technological information content, and broadening scientific and technological dissemination channels, it’s able to improve the ability of scientific and technological information dissemination, promote the effective dissemination of agricultural scientific and technological information, and elevate the revitalization of agricultural science and technology.