Sociological Study Of Communication System Of Agricultural Science And Technology In HuBei Province

The thesis touches upon the communication system of agricultural science and technology in two rural communities of Yichang, Hubei Province. Based on the 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 Hubei 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 Hubei Province's communication system of agricultural science and technology. The research indicates, interpersonal diffusion is the main channel of agricultural science and technology diffusion.Secondly, the author analyses why interpersonal communication acts as the main channel of agricultural science and technology communication. This part analyses 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 communities as environment, interpersonal communication as means. Then she summarizes and analyses influential factors of interpersonal diffusion routes from individuals, family background features, channels of acquiring information and the amount of information, roles individuals play 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 technology is basically a vertical structure from top to bottom. Information spreads by way of interpersonal communication in communities after entering into fundamental social communities of rural areas.Finally, the author summarizes deficiencies of Hubei Province's agricultural science and technology communication system, puts forward the suggestion of "demonstration and training" in the system according to actual situation of Hubei Province's country and peasants and specific countermeasure for reference.