《北直农话报》的科技传播创获

基于期刊传播学原理,对直隶高等农业学堂创刊于清光绪三十一年(1905年)的《北直农话报》半月刊的农学传播创举作了系统研究。认为该刊是历经三朝,相沿至今的中国农学期刊中连续办刊时间最长的惟一百年老刊。其农学传播创举:一是创造了面向乡绅、野老田夫,将课堂与田间相结合,将学校教育延伸至社会教育的正确办刊策略;二是选择了以继承中国传统农学为己任,基于雄厚日籍师资条件,经由日本输入西方近现代农学知识和技术,并将其融入中国农业社会的价值取向和定位;三是建立了有效的发行传播网络,达到“月销两千二百余份”的好成绩,成为清末科技期刊最为成功的发行传播范例之一。

The Achievements on Scientific Communication of Beizhinonghuabao

Based on the theory of magazine communication,a systematic study on the innovation of agricultural communication of Beizhinonghuabao(semimonthly) was made,which is first published in 1905(Qing Guangxu 31)by Zhili Agricultural Academy.As the oldest agricultural magazine in China going through three dynasties up to now,its innovation on agricultural communication is as follows.First,a correct strategy was created,which means combining classroom and fields together,expanding the range of school education to the social education.Second,Beizhinonghuabao inherited Chinese traditional agricultural science and introduced the Western agricultural science and technology to China by Japan,which was syncretized orientation and value of Chinese agricultural society.Third,the effective publishing channels were established,which became one of the most successful paradigm.