Research On The Influence Of Social Media Use On The Knowledge Gap Of New-type Professional Farmers

The new-type professional farmers are the new farmers who take agriculture as their occupation,have high comprehensive quality,understand advanced agricultural science and technology,have certain production scale,can enter the market and become rich by agriculture and have a sense of social responsibility.At present,China is in a critical period of transformation from traditional agriculture to modern agriculture.Advanced science and technology,efficient equipment and new management concepts are widely used in various fields of agricultural production,and the cultivation of professional farmers with high knowledge reserves is the key to the success of China's agricultural transformation.At present,the overall quality of the new professional farmers in China is uneven,especially in the cultural quality,which leads to the knowledge gap effect in the new professional farmers.In this context,it is urgent to narrow the knowledge gap of new-type vocational farmers.Early studies have shown that mass media has a significant impact on the knowledge gap.Social media is an important carrier to transmit information and share knowledge.Will the use of social media narrow the knowledge gap of new professional farmers?What other factors will affect the knowledge gap?This study investigated and analyzed the impact of social media use on the knowledge gap of new-type professional farmers,and selected four agricultural counties with better agricultural development in Hubei Province as sample collection sites:Wuxue,Xiantao,Daye and Huangpi.A total of 400 new-type vocational farmers in these four agricultural counties were investigated-Data were collected by questionnaire survey,and descriptive statistical analysis and linear regression analysis were conducted by spss22.0 data analysis software.The results show that:gender,social media use intensity,social media use mode,social capital four factors will have an impact on the knowledge gap of new-type vocational farmers.The results show that there is a knowledge gap between men and women in the new type of professional farmers;the use intensity of social media has a significant impact on the knowledge gap of the new type of professional farmers,and the use intensity of social media is positively correlated with the knowledge gap of the new type of professional farmers;the use mode of social media has a significant impact on the knowledge gap of the new type of professional farmers,especially the information search mode And the knowledge sharing model has a significant impact on the knowledge gap of the new type of professional farmers;social capital has a significant impact on the knowledge gap of the new type of professional farmers,and social capital is positively related to the knowledge gap of the new type of professional farmers.According to the research results,two suggestions are put forward.First of all,relevant government departments should pay attention to the training of social media use skills of new vocational farmers.Relevant departments should strengthen the construction of rural Internet,provide corresponding equipment support for the construction of rural Internet,so as to effectively carry out training courses on the use of social media,and provide positive guidance on the purpose of using social media for new vocational farmers.Secondly,government departments should build a platform for learning and exchanging agricultural technology knowledge on social media.On the one hand,it can broaden the interpersonal relationship of new-type vocational farmers,help them accumulate more social capital,so as to improve their relevant knowledge reserve,on the other hand,it is also convenient for the government departments to pass down relevant information.