从创新扩散理论看《农学报》中农学知识及农业科技的推广

本文试图运用创新扩散理论所提出的模式廓清《农学报》（1897）中农学知识及其农业科技传播途径。采用传播统计和原始期刊文献分析法,统计了晚清社会农业机械使用情况、农业试验、改良和推广机构、农业教学等机构出现带来的农业新变化以及这些新现象传播过程从而获知《农学报》中农学科技知识的传播是通过官方的支持,各种农学会、农业试验场、农业学堂的设立,加之乡绅的积极推广而最终一级一级传给最终的目标受众——农民,并通过创新扩散理论的5个影响因素分析了西方农业科技在晚清社会的传播与推广状况。

The spread of agronomy knowledge and agricultural science and technology in Agricultural Journal viewed from the diffusion of innovation theory

This thesis attempts to use the extension modes corresponding to those proposed by diffusion of innovation theory,aims at getting a better understanding of the extension approaches of agronomy knowledge and agricultural science and technology in Agricultural Journal（1897）.Adopting methods of communication-statistics and original journal literature analysis,it reveals the application of agricultural machinery,new changes and the spread of the process brought about by the experimenting,improving,spreading and teaching institutions in regard to agriculture.Through the study,the fact is acquired that the spread of the agronomy science and technology knowledge was sponsored by local government and actively popularized by local governments,and various agriculture associations,experimental fields and schools,so that the knowledge was hierarchically and finally passed to the ultimate target,the peasants.Moreover,the paper analyzes the effect of communication and promotion on western agricultural science and technology in late Qing Dynasty,through adopting the five factors involved in diffusion of innovation theory.