| Since the18th National People’s Congress, countries attach great importance to the development of modern agriculture has been strengthened. Let the farmers equal participation in the process of modernization, the best way to share the fruits of modernization is agricultural documentary popularization, promotion, professional. At present, the rapid development of China’s agricultural documentary so far, with narrative color from the topic of agricultural technology extension to the single piece of "Qi Min Yao Shu" hit, reflects the desire of farmers for the agricultural technology and agricultural documentary in the creation, production still has a huge rise in space.Agricultural documentary is initially only a simple documentary which Only to agricultural theme as performance content,In order to agricultural workers and urban and rural audience as the main service object.Now the era of pluralism, giving it a significance of the dissemination and communication effect more. Research for the agricultural documentary communication effect will be more conducive to China’s great efforts to the development of agricultural production, and promote the development of industrialization of rural areas, and more conducive to the promotion of universal and extensive agriculture through science and education.The so-called communication effect refers to the change in the spread of a information by the media to the audience and cause the audience thought idea, the behavior way and so. Refers to the change propagation behavior is propaganda or persuade objective caused in the dissemination object body psychology, attitude and action in a narrow sense. Theoretical study on propagation effect, since the "Bullet Theory" has been is a research hotspot of communication experts, this article mainly from the four communication effect categories: cognitive effects, attitude, limited effect, the effect of action effect, to analyze the advantages and disadvantages of agriculture in the propagation process of documentary, see the essence through the analysis of the effect of the test, can be summed up some problems of Heilongjiang province agriculture documentary on the macro. To find out the influencing factors affecting agricultural documentaries and agricultural production to popularize the knowledge of communication effect, to find a solution, and puts forward relevant strategies and suggestions to improve and strengthen agriculture as the documentary film creation, to improve the effect of communication, in order to be used to guide the future practice of production activities, so as to improve the efficiency of agricultural science and technology popularization, for our province, modern agriculture the construction of new countryside and make its due contributions. |
