新媒体环境下农业科技知识传播实证研究——以“农科专家在线”为例

目的]论文旨在研究新媒体传播特征，积极探索新媒体环境下做好农业科普工作的途径。方法]基于中国农业科学院的首个官方科普微信公众平台“农科专家在线”的工作实践，通过对后台数据的统计，分析农业科技知识传播特征、总结传播经验。结果]“农科专家在线”累计净关注人数线性增加，北京市的用户占比数最高20.2%。“农科专家在线”72期的平均图文转化率是64.5%。从文章类别角度看重大热点事件（126.5%）、食品营养类（93.7%）和作物科学类（71.7%）的图文转化率较高。结论]实践证明选题的新颖性、亲近性、借势性，表达方式科学性、可读性，以及文章标题的趣味性对农业科普知识传播有积极的推动作用。

The Spread of Agricultural Science and Technology in the New Media Environment: Taking‘Agricultural Experts Online’as an Example

We aim to study the characteristics of new media communication, explore ways to rapidly and effectively popularizing agricultural science under the new media environment. Based on the practice of ‘Agricultural Expert Online’, the first official popularization science WeChat platform of the Chinese Academy of Agricultural Sciences, through the statistics of the background data, we analyze the characteristics of agricultural science and technology dissemination and summarize the dissemination experiences. The cumulative net attention of‘Agricultural Expert Online’has a linear increase, and the proportion of users in Beijing is the highest (20.2%). The average graphic conversion rate of 72 periods of‘Agricultural Expert Online’ is 64.5%. From the perspective of article category, major hot events (126.5%), food nutrition (93.7%) and crop science (71.7%) have higher conversion rate. The practice has proved that novelty, closeness and the potential of the topic, the scientific and readable expression, and the eye-catching title have positive effects on the dissemination of agricultural science knowledge.