农村公共气象服务新媒体应用研究

为了研究新媒体在农村公共气象服务中的应用状况,以四川省德阳市部分农民和媒体为例,运用新媒体权衡需求理论(Weighted and Calculated Needs for New Media,简称WCN),采用问卷调查、实地走访、统计分析等方法,对传统媒体与新媒体、传统型农民与新一代农民在农村公共气象服务中的媒体需求、应用等情况进行分析。结果表明:新媒体应用于农村公共气象服务发展显迟缓,但相较传统媒体更具潜力。新一代农民接受新媒体发布气象服务的可能性和持续性高于传统型农民。在农村公共气象服务重要需求,无法被传统媒体满足的情况下,农民已经开始预期新媒体能够满足其需求,使得在农村公共气象服务中新媒体开始逐渐被采纳,新媒体的应用倾向将随着时间的推移成正向发展。

Rural Public Meteorological Service: New Media Application

To research the application of new media in rural public meteorological service, we analyzed the traditional media and new media, and the media demand and media application of traditional farmers and a new generation of farmers concerning rural public meteorological service by taking farmers and media in Deyang of Sichuan as example and adopting Weighted and Calculated Needs for New Media (WCN for short), questionnaire survey, field visits, statistical analysis and other methods. The results showed that: the application of new media in rural public meteorological service development was slow but had more potential compared with the traditional media; the possibility and sustainability of a new generation of farmers to accept the new media to release meteorological information was higher than that of traditional farmers; in the situation that important demand of rural public meteorological services could not be satisfied by traditional media, farmers began to anticipate that the new media could meet their needs, resulting in the new media gradually accepted in rural public meteorological services and a positive tendency of using the new media.