Research On New Agricultural Science & Technology Communication System In China

As the bridge and link between the government and farmers, agricultural research and application, agricultural science & technology communication is the key essential step of the transformation of agricultural research achievements from potential productivity into practical productive forces and also is an important carrier of the science and education strategy implementation for agricultural improvement, and plays an important role during the course of agricultural development. Innovation the system and mechanism of agricultural science & technology communication, construction new agricultural science & technology communication system has already become the new tasks and challenges of rural social service system during the period of national socio-economic transition.In this paper, based on the theoretical analysis of modern communication, information economics and sociology, using systems analysis, qualitative analysis, survey research methods and empirical analysis, the problems faced by agricultural science & technology communication in China were analyzed; the reason why agricultural science & technology communication in China was seriously absent was studied; and on the base of the demand of farmer's science & technology information requirement, the consideration, idea,construction evidences, main framework and contents of new agricultural science & technology system construction in China was studied innovatively.First, the construction ideas of China's new agricultural science & technology communication were put forward, that is using people-oriented and scientific development as guiding ideology, constructing a full-range, multi-level, three-dimensional agricultural science & technology communication system based on audience-centered theory with delivery service models and advanced service means, in which communicator and audience could interact in two ways and public welfare units and business units are combined. The construction evidences of China's new agricultural science & technology communication were studied from two aspects of theoretical and practical.Second, the construction contents of China's new agricultural science & technology communication were studied from four aspects of communicator, communication content, media and audience. (1) The composition, type, character and differentiation of agricultural science & technology communication audiences, the farmers'scientific demands were studied emphatically, which was helpful to recognize rural audience. (2)The types and characters of agricultural science & technology information, the selection principles and process methods of agricultural science & technology information were studied emphatically. (3)Based on the analysis of the types and characters of agricultural science & technology media, the selection principles were studied. (4) Based on the analysis of communicator's composition and efficiency factors, the qualities of communicators, the talent administration mechanism and the innovation of communication model and methods were analyzed. (5) The system and policy environment of agricultural science & technology in China was analyzed, and construction ideas of double track communication mechanism guided by audience-centered theory.In this paper, through analyzing the reasons of agricultural science & technology communication absence in China, the construction ideas, evidences, framework and contents of audience-centered agricultural science & technology communication system were systemically studied based on the study and analysis of agricultural scientific information demands of farmers.This study would provide reference for strengthening China's agricultural science & technology communication and perfecting rural social service system.