Research On The Back Feeding Phenomenon Of Using To Promote New Agricultural Technologies

With the popularity of the Internet and smart phones in rural areas,wechat has become a new channel for farmers to contact and transmit agricultural information.However,restricted by education level,media literacy and other factors,old farmers have become silent marginal groups in the use of wechat.As an important method to narrow the intergenerational gap,the back feeding behavior of middle-aged and young people to old farmers has more important practical significance.Specifically,in the use of wechat,it is to back feed the knowledge of media use and guide old farmers to participate in the transmission of agricultural information.Taking the farmers in Berlin Village as the research object,based on the actual situation,this paper observes the phenomenon of back feeding in the farmers’ group,analyzes a series of problems such as the form and effect of back feeding,and then interprets the significance of back feeding for the contact of the elderly farmers and the use of wechat.The study found that cultural back feeding widely exists between generations of rural families and clans,and is more obvious in media technology,which also affects the adoption of new agricultural technologies by old farmers;The back feeding activity between young and middle-aged farmers and old farmers is also a micro innovation diffusion process,which is most obvious in the promotion of new agricultural technologies;The motivation,attitude and way of the middle-aged and young farmers’ back feeding to the old farmers are influenced by the traditional human relationship network in rural society,the traditional thought of "arranging funds and discussing generations" and so on;The back feeding of middle-aged and young farmers to old farmers not only promotes the contact and understanding of old farmers to new agricultural technologies,but also dispels the authority of parents and improves the voice of children.However,in general,there are still many defects in the back feeding of middle-aged and young farmers,such as lack of emotional motivation,unstable back feeding attitude,lack of back feeding knowledge and so on.In addition,there are some "hard wounds" to be repaired in the back feeding in rural areas: the back feeding is seriously inclined to the male elders,the female elders are in the embarrassing situation of "tool people",and the traditional norms of rural society are solidified.