Research on the Communication Status and Countermeasures of Short Videos of Agricultural Science

Abstract

Agricultural science popularization short videos are a form of short video that mainly disseminates agricultural science and technology knowledge. With the continuous of the Internet, the demand of farmers to understand new agricultural production technology is increasing. Agricultural science and technology short videos, as the main force of new media to disse new agricultural science and technology, have become more and more important. This topic uses content analysis method to understand the audience's perception, identity and satisfaction with agricultural science popular short videos, and concludes that there are problems in the dissemination of agricultural science popularization short videos, such as the need to expand learning channels, the need to transform popularization content, the need to strengthen interactive feedback and the need to meet the needs of farmers. It is proposed to establish an agricultural science popularization knowledge sharing led by the government, led by creators and co-built by the audience, namely "four sharing", "four strengthening" and "four driving", in order to provide strategies for promoting the extensive dissemination and application of agricultural science popularization knowledge.