媒体传播对农业政策执行和科技推广影响的研究

在大众媒介信息传播过程中，媒体传播对农业政策执行和农业科技推广是否发挥了应有的作用，采用定性定量相结合的研究方法，从不同媒介或渠道传播农业政策和科技信息的效果及农民受众的接受心理效果层面(认知、情感、意愿等)分析了媒体传播农业政策和科技信息的效力。 研究结果表明，农民受体对农业政策类信息的关注程度、知晓度和理解度普遍较低;对农业政策的赞同度、支持度和信奉度较高；不同收入地区的不同类型农户对农业政策信息和科技信息的关注程度有较大差异；不同媒体或渠道传播农业政策和科技信息的效果有较大差异；农户更愿意通过印发的相关政策资料和组织培训的形式获得农业政策和科技信息；信息传播的及时和强化程度如何影响农业政策的执行和农业新技术的转化等。并针对其研究结果提出了对策和建议。

The Affection of Media & Communication on Agriculture Policy and Technical Extension

During the communication process of medias, do they play a positive role on the agriculture policy and technical extension? This paper finds the answer by combining both qualitative and quantitative analysis in the research of farmer’s psychology analyzing effect of technical extension on medias, such as cognize, sensibility and desire etc. The research concludes: (1) many farmers pay lower attention to agriculture policy, they know and comprehend it a little; (2) But they support and agree on agriculture policy highly ; (3) different income types of farmers from different areas have different interests on the agriculture policies; (4) farmers have been given different affection in different information services; (5) farmers prefer to gain the agriculture policy and technological information by handouts or by training; (6) How the intensifying rate and communicate information betimes will affect implement of agriculture policy, and affect transform of technology, etc. Additionally, it gives suggests on our research concludes.