Exploring On Diffusion Of New Media In Science Popularization On Agriculture, Rural Areas And Farmers

China is a vast,populated country.According to the data of China's Second National Agricultural Census,the number of China's rural population reached 800 million,accounting for 59.1% of the total population.It is apparent that farmers constitute the most populous community in China.Issues associated with agriculture,rural areas and farmers have been the most important and most pressing ones facing China for economic and social development,which are also the key to realize a well-off society in an all-round way.In recent years,with the rapid development of China's economy and the accelerated growth of various industries,the gap between urban and rural areas has been deeply widened.The rural areas have become the weak links in social development.It is a top priority for policy makers to solve problems related to agriculture,rural areas and farmers effectively in order to maintain sustainable growth.With the development of Internet and information technology,farmers see growing demand for information.The fast and convenient,cost-effective and time-saving features of the Internet can make up for the loopholes and negligence in agricultural production.It is an inevitable trend to integrate science popularization on agriculture,rural areas and farmers with diffusion of internet.And it is also a necessary measure to promote the development of agriculture,rural areas and raise farmers' awareness.However,according to The Ninth survey on Chinese citizens ' scientific qualities released by the China Association for Science and Technology in September 2015,the proportion of citizens who gained knowledge of science through the Internet channel increased significantly,reaching 53.4%,exceeding newspaper(38.5%),occupying the second place after television(93.4%).Although the internet has become a major source of information for citizens to get scientific and technological knowledge,the scientific literacy of farmers has improved little,only by an increase of 0.19% in the past five years.This shows that the current integration of Internet and science popularization on agriculture,rural areas and farmers is not effective;there is still much room for improvement.By studying the definition and concept of science popularization in various fields at home and abroad,this paper tries to define the connotation of science popularization on agriculture,rural areas and farmers by exploring key words of science,popularization and public awareness.Through an overview of reading habits of Chinese people,based on the survey on farmers' scientific qualities in Guangdong and the analysis on the status quo of diffusion of new media in science popularization on agriculture,rural areas and farmers in Guangdong Province,this paper has carried out an analytical review on the subject of dissemination,the source of information,timing of promotion,incentives of popularization,and the factors affecting the reception of the audience in the diffusion models for science popularization on agriculture,rural areas and farmers.In this spirit,the paper intends to put forward constructive suggestions for the improvement of the agricultural science popularization and the development of the agricultural undertakings in China.