Research On The Publication Of Agriculture Technological Books In Guangdong Province From The Perspective Of Science And Technology Communication

In the Communist Party of China fifth plenary session of the 16^th central committee, the socialism new country building was put forward and was regard as the important history task during our country modernization process.It was also one of the main tasks during "the 11^th five-year plan".Building the socialistic new country,the key problem is to bring the peasantry disengage form penury and become richness,which need science, technology and knowledge,and so on.So,it is necessary to educate and train former using science and technology,knowledge and civilization.The publication and issue of three-agriculture reading matters have the important task to popularize agricultural science and technology,and to enhance the diathesis of farmer.The meaning of 'new' in socialism new country not only behave in matter living aspect,but also behave in spirit living aspect.The two 'new' need the support of rural books market.It is the key to liberate rural productivity at present,that the popularization,mastery and application of agricultural science and technology in rural area.Firstly,the research situation of agricultural books issue and the effect of science and technology diffusion to the adoption of new technology of peasant were introduced.Then, the total issue status of agriculture technological books of Guangdong province was analyzed.The books consumption and cognizance of farmer to the science and technology books after economy development were studied with the methods of the questionnaire investigation,visiting and conversation,etc.Finally,according to the communication principles,the characters and existent problems of agricultural books issue in rural area of Guangdong province were analyzed from the visual angle science and technology diffusion.The corresponding countermeasures were put forward.(1) The total data of agriculture technological books issue of Guangdong province in recent years were analyzed,and the results showed that the variety and printed number of agriculture technological books were very low in the total books variety and total printed number.It indicated that the situation and development of publication and issue of agriculture technological books were not optimistic.(2) The results of data analysis,and the individual visiting and conversation showed that the income of farmer had increased,and their standard of living had improved at present.But the books requirement was not increase quickly with the increase of income. The books purchase requirement of farmer has the character of gradual increase.(3) The problems and reasons of agriculture technological books publication and issue were analyzed using "uses and gratifications" theory,and "knowledge gap" theory. The problems include the default of governmental function department,the cognitive warp of disseminator to medium,the pertinence and validity absence of agriculture technological books publication and issue,and so on.To these problems,some corresponding countermeasures were put forward in this thesis,which from the aspect angle of the department of government,the organization of extension of agricultural technology,publishing company and issue department of books,authors and farmers. These countermeasures and advices would not only be useful and important to the development and prosperity of market of agriculture technological books,but also to the building of socialistic new country at present.