Research On Audience Feedback Mechanism In Agricultural Science And Technology Communication

The18th congress of the party make it clear that We should keep to the Chinese-style path of carrying out industrialization in a new way and informatization, urbanization and agricultural modernization, thus we should promote harmonized development of industrialization, IT application, urbanization and agricultural modernization. So, as an important task of economic construction and development, vigorously promote information is of strategic significance in China in the21st century. On the Chinese-style path of industrialization, the party and the government has put forward the strategy that we should drive industrialization by information. Then how to drive industrialization by information is a problem needs to be thought and solved in the process of reform and opening-up and new urbanization. How to solve the last kilometer problem of agricultural science and technology communication is the core of informatization of agricultural science and technology.The last kilometer also is known as the last mile. It refers to complete the last part of the trek mileage. And it was extended to be the last and critical step when finishing one task. In agricultural science and technology communication, the last kilometer should be audience feedback problem, regardless of form or substance. Communication studies have shown that audience feedback is the key to the very good implementation of the Communication purpose and affects achievement of Communication purposes in the great degree. Feedback mechanism restricts and affects the entire communication system. For a long time, the implementation effect of science and technology policy and information is not high because of the lack of feedback mechanism. As a result, Setting up a stable and efficient audience feedback mechanism of agricultural science and technology Communication is imminent.On the basis of summary of the characteristics and functions of agricultural science and technology communication audience and feedback mechanism, based on the empirical investigation of the typical rural, this paper interpreted the present situation of the audience feedback in the current field of agricultural science and technology spread in China. And it further analyzes the existing problems and reasons. Finally, with the basic idea of sustainable development, audience basis concept, information thinking concept and the basic principles of selecting, timeliness and inclusiveness, we can build the audience feedback mechanism in the agricultural science and technology communication. At the same time the paper provide safeguard for the construction of feedback mechanism from the prophase, during the same period and the subsequent from the propaganda, financial support, team construction, and division of labor cooperation.