The Effect And Countermeasure Of The Mass Media On The Dissemination Of Agricultural Technology

Technology as an important component of productivity, more in-depth understandingof the people are. How scientific and technological achievements into productive forces,and how farmers learn about new technologies, new methods, new knowledge is animportant issue of the party and the state to build a new socialist countryside. Mass mediadissemination of agricultural technology as an indispensable part of the process, in terms oftechnology and services for agriculture plays a pivotal role.This paper describes the social function of the mass media play in the disseminationof agricultural technology and the role. Also discussed the development ofcountermeasures mass media. In this paper questionnaire and SWOT analysis and otherresearch methods: Jiangxi rural households through random sampling conducted in theform of a questionnaire survey in Jiujiang, Pingxiang, Shangrao, Jiangxi and other placesin rural distributed1000questionnaires were valid questionnaires835copies, and its useSPSS software for data analysis; In this paper, SWOT analysis, scientific analysis of theadvantages of the mass media, weaknesses and opportunities and challenges.For the study of mass media, research and more research on traditional media as asingle. The innovation of this paper is to separately select newspapers, radio, television andonline media as a representative of the mass media in different media were compared. Alsopointed out that the existence of the mass media to mass media dissemination ofagricultural technology is not enough, the audience has a structural imbalance, aremarginalized in the dissemination of agricultural environment and other issues in theagricultural science and technology dissemination process, and proposed the developmentof mass media in the content level, the audience must be clear positioning improveprogram quality, reasonable arrangements for the broadcast time, building research media;shall establish an evaluation at the system level feedback and incentives to optimize thedissemination of agricultural technology media environment, improve the dissemination ofagricultural technology promotion system.