【作者】 陈娟娟；

【导师】 吴志远；

【作者基本信息】 华中师范大学 ， 传播学， 2016， 硕士

【摘要】 目前,我国农村很多劳动力都涌向城镇,从事第二、三产业,使得从事第一产业的农业劳动力越来越少,以致出现了“人多地少”的局面。为了扭转这一不平衡的局面,国家和政府制定、颁布了一系列相关农业政策,致力于培育能够从事现代化农业生产的主体,即新型职业农民。新型职业农民如今又处在一个信息化高度发达的社会,他们的生产生活都离不开各大媒体,可以说,他们的媒介素养状况直接影响到我国农业能否健康、顺利发展。因此,笔者采用问卷调查法和深度访谈法,来对湖北省五县市的新型职业农民进行调研,以此弄清楚他们的媒介素养现状。笔者在借鉴和参考其他学者关于农村村民和城市居民媒介素养的研究思路和成果后,试图以个体差异理论和媒介素养理论为理论支撑点,以此提出新型职业农民的人口变量与其媒介素养之间的一系列相关假设,并利用SPSS软件对问卷的数据进行分析,对提出的这些假设进行一一验证。本文的具体研究框架如下：第一章是绪论,包括选题背景和选题意义、文献综述(相关概念的界定、国内外媒介素养的研究现状和新型职业农民与媒介素养的关系)、理论基础概述、本文所用到的研究方法、本文的创新之处与不足；第二章是根据理论框架所提出的相关假设；第三章是数据统计结果与分析；第四章为研究结论；第五章为展望和建议。通过SPSS软件对数据的处理与分析,笔者发现,新型职业农民的人口变量与其媒介素养之间有着很大的关系,比如,越年轻、受教育程度越高、收入水平越高的新型职业农民,他们使用社交媒体的可能性更高,使用社交媒体看农业科技信息的可能性也更高等。此外,新型职业农民平时接触和使用较多的还是传统媒体,比如电视；他们使用社交媒体的动机也不单单是为了娱乐,他们关注新闻、时政和农业科技信息的频率也较高；他们对从传统媒体和社交媒体获取的农技信息的评价度也是较为客观的；他们通过人际关系和电视这两个渠道获取农技信息的频率要高于通过社交媒体这一渠道来获取,并且新型职业农民也很少利用报纸、杂志和广播来获得农技信息。总体而言,湖北省新型职业农民的媒介素养水平是一般的,有待进一步的提高。更多还原

【Abstract】 At present, many rural labor force in our country are flocking to cities and towns, engaged in the three and second industries, so that the agricultural labor force in the first industry is less and less, so that there is a situation of "more and less people". In order to reverse this unbalanced situation, the state and government have formulated and promulgated a series of relevant agricultural policies, which are devoted to the cultivation of the main body of modern agricultural production. New type professional farmer is now also in a highly developed information society, their production and life are inseparable from the media, it can be said, their media literacy status directly affect the agriculture of our country healthy and smooth development. Therefore, the author uses the questionnaire survey method and the depth interview method, carries on the investigation to the Hubei Province five counties and cities new professional farmer, this makes clear their media literacy status quo.The reference and other scholars about rural and urban residents of media literacy research ideas and results in, trying to to individual difference theory and media literacy theory as the supporting point of the theory, in order to put forward new professional farmers’ demographic variables and the media literacy between a series of hypotheses, and use SPSS software to the questionnaire data analysis, to put forward these assumptions are verified one by one. In this paper, the specific research framework are as follows:the first chapter is the introduction, including the background and significance of the topic, literature review (related concept definition, research status of domestic and foreign media literacy and the new career farmers and the media literacy of the relationship), theoretical overview of the fundamentals, this paper used the research methods, the innovation and the lack of; the second chapter is according to the theoretical framework of the proposed related assumptions; the third chapter is data statistics and analysis; the fourth chapter is the conclusion of the study. Chapter five is the prospect and suggestions.Through the SPSS software for data processing and analysis, the author found that, between the new professional farmers’ demographic variables and the media literacy has a great relationship, for example, the young, the education level higher, the income level of the higher the new professional farmers, they use social media the possibility of more high, the use of social media information of agricultural science and technology is also the possibility of higher. In addition, new professional farmers usually contact and using more traditional media, such as TV; they use social media motivation is not only for entertainment, they are concerned about the higher frequency of news, current affairs and agricultural science and technology information; they of from traditional media and social media access to agricultural information degree evaluation is more objective; they through the two relationships and TV channel access to agricultural information of the frequency is higher than that obtained through social media channels and new professional farmers rarely use newspapers, magazines and radio to get agricultural information. Overall, the level of media literacy of new professional farmers in Hubei province is the general, to be further improved.更多还原