Science And Education Films Communication Supply And Demand Of The Problem And Countermeasures In Heilongjiang Province

With the popularization of television, computer, and other advanced media, farmers get morechannels to obtain advanced agricultural science and technology knowledge.Science and education films have become one of the important means of teaching inagriculture fields for the characteristics of vivid image, diverse transmission means and thestronger maneuverability. Compared with other TV programs, agricultural science and technologyfilms have higher value for science popularization and knowledge transfer. At present, thecommunication channels for agricultural science and technology films are mainly science andeducation channels, education television, radio and television university at all levels. Itstransmission form mainly includes broadcast by television, network, disks, etc.Located in the Northeast of China and as a major agricultural Province, Heilongjiang plays avital role to ensure national food security. But there exist several problems in the usage, extendingand popularization of agricultural science and technology films. The agricultural science andtechnology films are unavailable for the vast majority of farmers, which has formed a strongcontrast for its hot production. Losing enthusiasms for engaged professionals, long-term existedmanagement mode, and lacking of innovative ideas, all lead to the weakness in the market ofagricultural science and technology films.As the largest objective audience, most farmers can’taccept the rendering of art and luxuriant explanation in the agricultural science and technologyfilms. Therefore, agricultural science and education films failed to reach the expected effect.In the current research, we investigated the contribution rate of agricultural science andtechnology films, choosing cities surrounding Harbin(Wuchang, A’cheng, Shuangcheng, etc.) asstarting point, cities in North of Heilongjiang province(Heihe, Xunke, Sunwu, etc.) as ending point,as well as typical representatives of agricultural science and technology developed regions(QixingFarm and Qianshao Farm of Jiansanjiang Administrative Bureau,853Farm and856Farm ofMudanjiang Administrative Bureau).Results showed the contribution rate in starting point, endingpoint, and typical advanced representatives were26.8%,5.0%and12.7%, respectively. Thesingular topic selection and production way, as well as the rigid content make the agriculturalscience and technology films can’t be accepted by farmers. It is difficult to arouse the enthusiasmof producers for higher production costs and less investment. Terminal playing equipmentsinsufficient or occupied, made farmers can’t access needed modern information. The single way ofacquiring modern knowledge, also limited the spread of agricultural science and technology films.We suggest that construction of well-run service mode and well-equipped terminal playingfacilities for agricultural science and technology films is a difficult and complex task for all levelsof government in the new period. Realization of rural area informationization, modernization ofagricultural technology popularization and leapfrog development of agriculture, has extremelyimportant practical significance in promoting the comprehensive development of rural economy and agriculture in China.