The Study Of Innovation Agent In Agriculture Information Dissemination Under The New Media Technologies

With the on-going development of media technologies, New media has been gradually used in agricultural information dissemination, and it has made great contributions in the region of agricultural information. However, there are some unfavorable factors, which include the particular rural natural environment, social economic development and the innovational senses of farmers, etc., restrict the rate of progress of agricultural information dissemination. Besides, the awful "Last-Mile" phenomenon is still influent the ultimate effects, and agricultural information dissemination has to face a series of bottleneck problems. Therefore, it is a significant measure and approach to cultivate some appropriate "innovation agents" to connect the Innovation mechanisms and the public.This study employs " Innovation Agent" as its research object, and refers to Rogers’ theory of "Diffusion of Innovation". It is also investigates the agricultural information dissemination condition in the rural areas of Gansu、Qinghai. service condition of New media, and current situation of innovation agents. This paper also summarized four typical types of innovation agents’ dissemination model、advantages and limitations, which are rural cadres、agrotechnicians、 agricultural model farmers and agricultural technology service persons.In addition, this study also analyzed and summarized the existing problems of present rural innovation agent mechanisms. There are also give some constructive comments for the groups of innovation organization、innovation agent and the public. And this study puts forward an innovative idea of establishing a "core team+volunteer members" rural innovation agent cooperative team. It will greatly promotes the construction and development in the rural innovation agent mechanism in northwest agricultural information dissemination.