Study On The Shift Of Model Of Communication Of Agricultural Technology In China From The View Of Linear Communication To Non-linear Communication

Based on several field researches in rural areas, the results showed that the diffusion of the agricultural technology in China face the following dilemma on account of linear communication model. First of all it is difficult to reflect on the disconnect between agriculture, scientific research and education. Second, it is difficult to reveal the inherent risk of the spread of agricultural technology."Diffusion of innovation" is the most famous research paradigm in the field of development communication. The paper pointed out that "Diffusion of innovation" has three limitations. The first is this research paradigm relies on the linear communication model of innovation. The second is this research paradigm depends on linear causal logic analysis. The third is this research paradigm hidden implies technical discourse hegemony.In this paper, the rsults show that the picture of reality of nonlinear communication model of agricultural technology through the development of a village tea plantation rising abruptly in adversity. On this basis, this paper analyzes the macro background and institutional basis for emergence of nonlinear communication model of agricultural technology. The non-linear thinking methods will push forward the study of nonlinear communication model. This dissertation conducts some propositions as follows:the dominant mode of modern agricultural technology communication is synergy innovation and the basic outlet of agricultural technology communication depends on creative power of farmers.