Analysis Of Communication Of Four Major Basic Key Elements Of Influence Agricultural Extension Effect

This article combines the general principle of communication with present concrete practice of agricultural extension of our country, use synthetically the method of research of on the spot, investigations method, method of study of logic, first of all, from discipline's definition, academic origin, theoretical system, theoretical development etc. four respects, has analyzed relation of agricultural extension and communication comparatively systematically, and so as to has stated necessity and importance that application of communication principle in the agricultural extension of our country; From the respects of agricultural extension personnel's job characteristic and vocational skills etc., has analyzed the position and function comparatively systematically that communication in agricultural extension; According to the theory of the course analyses of communication, has analyzed and confirmed four major basic key elements of the influences agricultural extension effect. On this basis, according to the "audience's standard" theory of communication, have summarized and proposed the idea of modern agricultural extension of "people first, develop coordinately", and has carried on discussion comparatively systematic on its basic intension; According to the theory of analysis of strategies of communication, have summarized and proposed the tactics of modern agricultural extension of "encourage participating in, two-way communication, care about and pay attention to women", and has carried on discussion comparatively systematic on its basic intension. Then, regard this idea and tactics as guidelines, the focal point is to four major basic key elements influencing the agricultural extension effect, namely, extension personnel (the factor of the win effect, quality training, quality is trained), extension content (essential feature, principle of choice, link up alternately), extension method (kind and characteristic, effect of using, choose and application rationally, use synthetically), extension target (demand's motive, psychological effect,choose to accept, basic difference, behavior change) have carried on more systematic communication's analyses separately, and in the respect, such as extension personnel's quality training, extension content's choice and link up, classification and application of extension method, analyses of the attribute of extension target etc., have enriched and developed the theory of agricultural extension further. Finally, use the views of the connection and movement, regard the four major basic key elements of the influence agricultural extension effect as a system, have analyzed the influencing each other and systematic relation of between four major basic key elements and between four major basic key elements and extension effect, have summarized the sketch map of the systematic relation, have enriched and developed the agricultural extension theory further. The purpose of this research lies in enriching and developing the agricultural extension theory and method of our country further, offer scientific basis for guiding the agricultural extension practice under the market economic system, in order to strengthen the science and validity of extension work constantly. The theory meaning and realistic meaning of this research lie in: First, through the preliminary discussion of relation of agricultural extension and communication, and the preliminary discussion of the application of communication principle in agricultural extension, have opened up the space for the scientific theory research of agricultural extension, and have enriched and developed the agricultural extension theory of our country; Second, through the preliminary discussion of modern agricultural extension idea and tactics and their basic intension, impel people to know and treat agricultural extension work scientifically, strengthen the initiative and pertinence of extension work constantly; Third, through the preliminary discussion of four major basic key elements of influencing agricultural extension effect, and the preliminary discussion of the systematic relation between they and extension effect, impel people to hold and adjust and control four major basic key elements scientifically, strengthen science and validity of extension work;Fourth, through the systematic application of communication principle in agricultural extension, impel people guide extension undertaking under the market economic system of our country reform and development with communication theory, promote the extension work of our country get rid of the planned economy mode, get onto the track of scientific development.