| By using comparative analysis, semi-structure interview, questionnaire investigation, and case study, the paper illuminated the effect and application of television in the promotion of the use of agricultural science and technology in the country. The content has been divided into 3 following aspects:1. Effect and Characteristics of Television in Popularizing the Agricultural Science and TechnologyThe effect and characteristics of television in the popularizing of agricultural science and technology has been studied systematically, wholly and in detail and can be generalized as"fast, real, wide, and easy". 1) Fast. With the development of television, the transmission of television has been synchronous in different areas, which satisfied the desire of the popularization of agricultural science and technology. 2) Real. Television is intuitive and audio-visiual, which increases the reality of the popularization of agricultural science and technology. 3) Wide. Television is a popular medium, which boasts a wide audience. 4) Easy. Television incorporates sounds, picture, and words, making communication easy to understand.2. Advantages and Disadvantages of Different Scientific Popularization TV Programs.In this paper, the scientific popularization TV program is divided into: lecture on the scientific popularization, interviews of the experts, TV special, contest and the instant tips, which are dwelled on their advantages and disadvantages in the popularization of science and technology in agriculture through concrete examples separately. 1) A 120 parts TV serial, The Prevention and the Treatment of the Pests of the Plants, aims to tell the advantages and disadvantages of the lecture on the scientific popularization; 2) The column"Expert Hotline"in Village Monsoon is to reveal the advantages and disadvantages of the interview of the experts; 3) The program The Great Windmill, broadcasted in Village Monsoon explains the advantages and disadvantages of the TV special; 4) The first contest of"The King of Grains", held by Village Monsoon and Shandong Department of Agriculture is used to expound the advantages and disadvantages of the contest, and 5) The regular column Experts'Tips in Village Monsoon explains the advantages and disadvantages of the instant tips in the promoting the use of science and technology in farming.3. Application of Television in the Popularization of Agricultural Science and TechnologyThe application of television in the popularizing of agricultural science and technology has been studied from 3 perspectives. 1) Taking promoting the advanced method of pig breeding as an example, the paper explains the important effect of television in popularizing the new technology in agriculture. 2) Taking the adjustment of corn variety as an example, it illustrates the effect of television in the adjustment of agricultural variety. 3) From the choice of the topics of the Village Monson and its connection of the other department, the paper interprets the application of the scientific popularization TV program in inducing the scientific popularization system in agriculture.4. Measures to Enhance Television Effect in the Popularization of Agricultural Science and Technology.Measures to enhance television effect in the popularization of agricultural science and technology are advanced from the following two aspects: 1) Developing famous programs for popularizing agricultural science and technology and utilizing the advantages of television fully in the popularization of agricultural science and technology, 2) Making an excellent television program for promoting science and technology in agriculture from the 3 aspects"to be attractive, to be intelligible, and to be people oriented.". |
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