水稻机收与机插技术传播趋势及特点实证研究

Empirical Study on Communication Features and Trend of Mechanized Rice Harvesting Technique and Transplanting Technique

为解决目前水稻机插水平低,不适应水稻生产发展的问题,在分析水稻机收和机插技术传播的社会背景、技术特征和传播策略的基础上,以浙江省水稻机收和机插技术的推广实践为例,利用传播学理论比较分析了两种技术的传播特点和趋势,并探讨了技术推广优势、传播媒介,以及技术采用率临界数量达到方式等因素对技术传播效果的影响。结果表明:水稻育秧技术成本不适应农民经济水平,农民自主选择行为对技术采用率增长影响程度较低,是导致水稻机插技术在其采用率达到技术传播S型曲线中临界数量后无法实现快速自续传播的两个关键原因。加强水稻机插相关技术研究、降低育秧成本、提高机插技术推广优势,以及加大财政扶持力度是当前促进水稻机插技术快速传播应采取的主要措施。

To solve contradictions between the low level of mechanized rice transplanting technique and the development of rice production,social background,technical features and communication strategies of the communication of rice harvesting machinery and transplanting machinery were analyzed.And by illustrating the case of extending mechanized rice harvesting and transplanting technique in Zhejiang province,the communication features and trend of rice harvesting technique and transplanting technique were compared on the basis of communication theory.Effects of technique extension superiority,communication media and the reach way of critical technique adoption rate on communication effect was also discussed.Results showed that two key reasons resulting in mechanized rice transplanting technique failing to realize rapid self sustaining communication when technique adoption rate reached critical quantity in S type curve(technique communication),including the contradictions between the cost of rice seedlings technique and farmers’economic level and the slightly effect of farmers’independent choice behavior on growth of technique adoption rate.Therefore,to realize rapid advance of communication of mechanized rice transplanting technique,key measures should be taken,that are strengthening the relevant research of mechanized rice transplanting technique,reducing the cost of rice seedlings technique,enhancing technique extension superiority and investing more financial support.