【作者】 党轲；

【导师】 蔺海明；

【作者基本信息】 甘肃农业大学 ， 种植， 2006， 硕士

【摘要】 本研究以甘肃省会宁县汉岔乡四个农村社区的现代农业科技传播模式为研究对象，在对问卷调查结果进行统计分析基础上，结合“社会测量法”和个案访谈法，运用推广学和传播学的有关理论，探讨了在我国的现代农业科技传播模式及其现代传媒对农业科技传播的影响。重点研究了是我国农村现代农业科技传播过程中的主体和基础，分析了网络群体的作用机制，以意见地位为分层标准，揭示了网络群体内部的传播结构及互动关系，以及网络群体与组织群体间传播的互动关系。研究得出了以下结论：网络群体是农业科技传播的主体和基础，是农民获取信息的主要渠道之一，也是社会规范、社会压力的重要来源和决策的重要参照体系；意见领袖是网络群体内部传播的核心，是外部信息进入群体的中介和把关人，也是其他成员决策的重要参照；组织群体对网络群体的影响主要通过意见领袖实现。目前我国农村网络群体传播农业科技的主要问题：一是传播活动过分依赖意见领袖，二是意见领袖发挥作用情况不尽人意，三是网络群体与组织群体之间缺乏有效的信息互动。为此，研究提出要通过组织制度和利益机制加强对网络群体传播活动的控制，全面提高农民素质，重视和加强培养网络群体中的意见领袖，为网络群体传播农业科技创造良好的外部环境等对策。更多还原

【Abstract】 The thesis touches upon the communication system of agricultural science and technology in four rural com unities of HanCha, Gansu Province. Based onthe statistic analysis of the investigation, combined with "sociometry" and specific interview, employing the relevant theories of sociology, mass communication science and behavior science, it conducts the initial research about Gansu Province’s communication system of agricultural science.Above all, the author divides the communication system of agricultural science into three parts-interpersonal diffusion, organization diffusion, mass communication in the perspective of diffusion means and describes the current developing state of Gansu Province’s communication system of agricultural science and technology. The research indicates, interpersonal diffusion is the main channe1 of agricultural science and technology diffusion.Secondly, the author analyses why interpersonal communication acts as themain channel of agricultural science and technology communication. This partanalyses the advantages of interpersonal relationship in rural areas in the process of agricultural science and technology communication compared with organization diffusion and mass communication on the basis of social relationship, behavioral and psychological characteristics of peasants in rural communities, mainly dwelling on the three aspects-the advantages of peculiar communication of interpersonal relation net, the usage and satisfaction of peasants for communication media and the functional defects of organization diffusion.Thirdly, the author puts emphasis on the analysis of interpersonal communication system for agricultural science and technology, and makes a brief analysis in the organization communication system of agricultural science, and technology Initially classifying the structure of interpersonal communication in rural areas using "sociometry", coupled with individual interview, she finds that agricultural science and technology information spreads by way of "Opinion Leader", supposing the fundamental social com unities as environment, interpersonal communication as means. Then she summarizes and analyses influential factors ofinterpersonal diffusion routes from individuals, family background features, channels of acquiring information and the amount of information, roles individualsplay in the communication, communication effects and impacts. Looking into the present state of organization communication system, the author finds that organization communication in the process of agricultural science and technologyis basically a vertical structure from top to bottom. Information spreads by way of interpersonal communication in com unities after entering into fundamental social communities of rural areas.Finally, the author summarizes deficiencies of GanSu Province’s agriculturalscience and technology communication system, puts forward the suggestion of"demonstration and training" in the system according to actual situation of Gansu Province’s country and peasants and specific countermeasure for reference.更多还原