Influence Of Social Media Use On Characteristics Of Opinion Leaders Of Agricultural Technicians

Basic-level agricultural technicians are communicators,promoters and implementers of new agricultural technologies,which have an important influence on the transformation of agricultural scientific and technological achievements and the implementation of new rural construction policies.Agricultural technicians have the characteristics of opinion leaders at the same time and are an important part of rural opinion leaders.Under the background of traditional media,opinion leaders of agricultural technicians have relatively single channels to obtain and disseminate information.They mainly obtain information through newspapers,television and other traditional media,and transmit information to ordinary farmers through interpersonal communication or organizational communication.In the context of new media,social media has been widely used,affecting the way of information dissemination and the way of production and life of the public.Opinion leaders of agricultural technicians have also started to use social media to obtain and disseminate information.Then,will the use of social media have an impact on the characteristics of farmers' opinion leaders?What are the other factors affecting the characteristics of farmers' opinion leaders?This study investigated and analyzed the influencing factors of the characteristics of opinion leaders of agricultural technicians.Taking 378 agricultural technicians from four counties and cities of Wuxue,Xiantao,Huangpi and Daye in Hubei province as the research object,the group characteristics,mass media use status,social capital scale and social media use status of opinion leaders of these grassroots agricultural technicians were comprehensively grasped through questionnaire survey and descriptive statistics.The research found that the opinion leaders of agricultural technicians are mainly male,most of them are older,have relatively higher educational background,and have relatively stable income.Newspapers and television are important channels to obtain information.The scale of social capital is large,but the intensity of social media use is low.Based on previous research results and local conditions,this study constructed an indicator system for measuring the characteristics of opinion leaders of agricultural technicians,which is composed of influence scale index,persuasiveness index and knowledge ability index.Meanwhile,SPSS 22.0 multiple linear regression model was farther adopted in this study to conduct an empirical analysis on the factors affecting the characteristics of opinion leaders of agricultural technicians.Study found that agricultural members opinion leaders in the social media characteristics of different ways to use their opinion leaders produced a certain influence,among them,the information search and leisure entertainment has significant impact on the characteristic of agricultural members opinion leaders,especially social media are widely used in agricultural members search and mastering new knowledge,which makes agricultural members group in the field of agricultural technology diffusion has a stronger voice.In addition,age,number of neighbors and number of friends also have significant influence on characteristics of opinion leaders of agricultural technicians.Finally,this paper puts forward two Suggestions:First,it is necessary to pay attention to the identification of the opinion leaders of agricultural technicians,to find out the opinion leaders of agricultural technicians whose characteristics are extremely obvious,and to give play to their important role in conveying information,promoting technology,mobilizing farmers and promoting agricultural production among farmers.Secondly,support and guidance for the opiuion leaders of agricultural technicians should be strengthened,especially in the use of social media.Training and guidance should be strengthened,training methods should be innovated,and the tool of social media should be fully utilized in the promotion of agricultural technology.This is of great significance to the development of agriculture and countryside.