Research On The Development Of Jiangxi Agricultural Science And Technology Service From The Perspective Of Science And Technology Communication

Modern agriculture cannot go without science. Neither should the development ofagricultural science and technology just be limited in the laboratory. To maximize its value,it should be transformed into productivity. Hence it’s crucial to make farmers value,understand, grasp and apply agricultural science and technology. Nowadays, our countryhas invested a lot on the researches of agricultural science and technology and someprogress has been achieved. But still there is disconnection in the spreading process fromscientific researchers to farmers, which is considered in this paper as dissatisfactory serviceof science agriculture. Based on the theory of targeted audience, this research has reviewedthe current situation of promotion of agricultural science and technology from theperspective of science communication, founding that the promotion still follows traditionalway which emphases on the top-down manner, leaving farmers in a complete passiveposition. It also suggests that farmers should be the center of the promotion other thanbeing the audience. Their actual needs should be valued and the agricultural science andtechnologies need to be told in an understandable, accessible way.Jiangxi is a major agriculture province in china, and the development of ecologicaland modern agriculture is one of the important programs of the building of Poyang LakeEcological Economic Zone. Since agricultural science service plays such a good importantrole in bringing farmers in the strategic national building, we did a little research. After thesurvey of1000farmers from the11prefectures of Jiangxi province, and visiting andinvestigation of some institution and experts, the following problems are found. First, it’sgovernment-dominated, leaving little room for non-governmental organization operating.Secondly, farmers have shown a lack of scientific spirit and consciousness. And spreadershave poor service consciousness without considering the negative effects and thepromotion of environmental awareness and technology. Last but not least, there areabsence of feedback system and supervise mechanism and the spreading method is unitary.Those problems have severely hindered Jiangxi’s communication and application ofagricultural science and technology.To tackle these problems, this research puts forwardseveral suggestions from the following two aspects. On the contents, general educationshould be done in a down-to-earth way to improve farmers’ scientific qualities and theirinitiative forscience need, the effects be shown dialectically, scientific outlook ondevelopment formed and environment-friendly concept and technology be propagated toconstitute harmony between human and nature. On the aspect of pattern, while masscommunication is the leading way, interpersonal communication and organizationalcommunication should not be neglected. Traditional communication, phone and internet,general education and life-long education, theory spreading, practices guidance plus realexperience, the model of need, coding, transmission, decoding, application plus feedbackare all attemptable.