媒體使用、資訊取得與農業資訊識讀關係之研究

Abstract

傳播科技求新求變，近30年來，報紙、廣播、電視、雜誌見證資通訊科技的改變，資通訊業競爭激烈，除了帶動傳統大眾媒體創新，全新媒體、新載具應運而生。臺灣社會從農業、工業、資訊業進化到服務業，鄉村地區除年輕人外流、居住人口老化，更面臨農業技術升級、農產運輸行銷變革，農業推廣必須與傳播密切結合，早期農村靠大眾傳播與人際關係傳播農業推廣所需訊息。當資訊、通訊科技進化，電腦、智慧手機等科技產品進入日常生活，臉書、YOUTUBE、LINE等新社群媒體或服務，逐漸改變傳播溝通形式，農業傳播創新傳佈或擴散，用什麼方式評估民眾的偏好與影響，民眾的傳播偏好與影響，參考創新傳佈理論與科技接受模型，並以實際的農業資訊測試評估對不同傳播偏好對象的影響。本次研究取得685份問卷樣本統計分析。從職業看，發現農民比非農民重視傳統媒體，專業農民比兼業農民對農業傳播更關心投入，對農業資訊真偽有較強的識讀能力，關心所有的農業議題。教育程度會影響農業資訊識讀能力，短期內仍必須重視傳統媒體功能，不看報紙、不聽廣播、不讀雜誌的趨勢明顯，年輕、高教育程度族群向新媒體靠攏，而年輕、高教育程度族群加入農業後，農業傳播或溝通才會放棄傳統的媒體，投入新媒體懷抱。

In the past 30 years, newspapers, radio, television and magazines have had changes in information technology, and competition has been fierce in the communications industry.Taiwan has evolved from agriculture, industry and information technology to service industries. Rural development in Taiwan has faced agricultural technology upgrades and changes in agricultural transportation. When information, communications technology, and technological products,like computers and smart phones, enter our daily life, the media or services of new communities, such as Facebook, YOTUBE, and LINE, gradually change the form of communication and the spread of agricultural innovation. The way to evaluate the preferences and effects on the people, and use the model of innovative distribution and technology is vital to assess the impact of different rural areas. 685 sample surveys were conducted in this research. From an occupation perspective, it is found that farmers pay more attention to traditional media than non-farmers, and that professional farmers who have a stronger understanding of the true and false aspects of agricultural information are more interested in agricultural communication than part-time farmers. In addition, education will affect their ability to read agricultural information. In the short run, the function of traditional media are still need valuing. The declining habit of reading newspaper, listening to radio, and reading magazine is increasingly significant. As young and highly-educated people engage in agriculture, agricultural dissemination as a traditional form will gradually be transformed into new media.