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为解决目前水稻机插水平低,不适应水稻生产发展的问题,在分析水稻机收和机插技术传播的社会背景、技术特征和传播策略的基础上,以浙江省水稻机收和机插技术的推广实践为例,利用传播学理论比较分析了两种技术的传播特点和趋势,并探讨了技术推广优势、传播媒介,以及技术采用率临界数量达到方式等因素对技术传播效果的影响。结果表明:水稻育秧技术成本不适应农民经济水平,农民自主选择行为对技术采用率增长影响程度较低,是导致水稻机插技术在其采用率达到技术传播S型曲线中临界数量后无法实现快速自续传播的两个关键原因。加强水稻机插相关技术研究、降低育秧成本、提高机插技术推广优势,以及加大财政扶持力度是当前促进水稻机插技术快速传播应采取的主要措施。
In order to solve the problem that rice planting is low and not suitable for the development of rice production at present, based on the analysis of the social background, technical characteristics and communication strategies of rice harvesting and planting techniques, the rice harvesting and planting techniques As an example, using the theory of communication to compare and analyze the characteristics and trends of the spread of the two technologies, and discuss the influence of technology promotion advantages, media, and ways to achieve the critical number of technology adoption rate on the effect of technology dissemination. The results showed that the technical cost of rice seedling did not adapt to the peasants’ economic level, and the peasant’s independent choice behavior had a low influence on the adoption rate of technology, which led to the inability of rice planting technology to achieve fast after its adoption rate reached the critical number of S-curve Two key reasons for self-renewal. It is the main measures that should be taken to promote the rapid propagation of rice planting technology by strengthening the related research of rice planting technology, reducing the cost of raising rice seedlings, improving the promotion advantages of planting technology and increasing the financial support.