Research Article | OPEN ACCESS
Medium Effect Analysis of Rice Technology Innovation Diffusion-with the Spread of Single Harvesting in Zhejiang Province for Example
Xiao Luren and Chu Maosheng
School of Journalism and Communication, Hunan Normal University, Changsha, China
Advance Journal of Food Science and Technology 2016 5:391-396
Received: July 26, 2015 | Accepted: September 17, 2015 | Published: June 15, 2016
Abstract
This study studies the effect of selecting rice as media analysis object, to mention the empirical case of technology diffusion as an example, mainly analyzes the characteristics of S type curve of diffusion of innovation from the perspective of technology diffusion. Firstly, In order to improve the effect of technology diffusion, must first grasp the multi-stage features of the technology diffusion in the field of journalism and communication, emphasize innovation diffusion of "opinion leaders", speed up the technology spread; Secondly, stick to the objectivity of the news reports, reduce uncertainty, eliminate technology diffusion noise; Third, emphasizing the teaching experience, reporting for the grassroots level to improve farmers' comprehensive quality; Fourth, setting up reasonable agenda, adhere to the public opinion guidance, increase reporting of agricultural science and technology information.
Keywords:
Communication means, effect of medium, innovation diffusion, rice technology,
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