文章摘要
信息化背景下农民为何青睐农技员到田间地头开展农技推广?
Why farmers prefer on site extension service from agricultural technicians in informatization age?
投稿时间:2018-03-28  修订日期:2018-05-10
DOI:10.13872/j.1000-0275.2018.0037
中文关键词: 信息化  农技推广  农民意愿  传播距离  影响因素
英文关键词: informatization  agricultural extension services  farmers’ willingness  distance of dissemination  influencing factors
基金项目:国家社会科学基金重点项目(15AZD071);国家自然科学基金重点项目(71333006);教育部人文社会科学研究规划基金项目(15YJAZH050)
作者单位E-mail
殷锐 华中农业大学 1329565499@qq.com 
罗小锋 华中农业大学 luoxiaofeng@mail.hzau.edu.cn 
李容容 华中农业大学 895106206@qq.com 
黄炎忠 华中农业大学 714912452@qq.com 
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中文摘要:
      采用科学合理的农技推广方式不仅能够调动农户的参与积极性,同时也是提高农技推广效率和实现农业科技转化的有效手段。农户作为农业生产的主体,他们的需求是农技推广活动的重要导向。在信息化背景下,本文基于传播学理论,利用湖南和黑龙江两省农户调研数据,分析农户对农技推广方式的需求,运用Logistic模型探讨农户需求的影响因素。结果表明:目前农户最希望农技员到田间地头开展农技推广,在样本中占比最多,占55.31%,相对而言,农户对微信、APP等为代表的新型农技推广方式需求意愿不强烈。农技推广方式本身和我国农业农村所处的现实状况是影响农户对农技推广方式需求的重要原因。从传播学的角度,农技员到田间地头开展农技推广能够避免信息空间的多级传播,拉近人与人的心理距离;此外,农户青睐农技员到田间地头开展农技推广也符合我国农村劳动力“老龄化”的现状。因此,为了提高农技推广效率、充分调动农户的参与积极性,需要鼓励农技员下乡入户,满足农户需求意愿,同时综合运用多样化的推广方式,顺应时代发展的潮流。
英文摘要:
      Adopting a scientific and reasonable agricultural extension service method can not only increase farmers’ participation enthusiasm but also be an effective mean to improve the service efficiency and to realize the transformation of agricultural science and technology. As the main body of agricultural production, farmers’ demand is an important guide for agricultural extension services. Under the background of informatization age, based on a survey data of farmers in Hunan and Heilongjiang Province and applying the Theory of Communication, this paper analyzed farmers’ demand for agricultural extension services and the influencing factors of farmers’ demand by using a logistic model. Results show that 55.31% farmers, the largest proportion of the sample, are in great need of the presence of agricultural technicians on the field to provide extension services. In contrast, farmers’ desire to use new agricultural technology by WeChat and apps is not preferred. This can be best explained by the agricultural extension method itself and the situation in rural areas. From the perspective of communication, on site agricultural extension service can avoid information loss by multi-level spread and shorten the psychological distance between people. In addition, it also satisfies the need of aged farmers. Therefore, in order to improve the efficiency of agricultural extension services and fully mobilize the enthusiasm of farmers to participate, agricultural technicians should be encouraged to rural area and provide on-site services. At the same time, based on the heterogeneity of farmers, agricultural technicians should adopt different service methods to satisfy farmers’ different needs.
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