Digital new agricultural tools demonstrate their power
2024-05-27
Is it better to plant radish sparsely or densely? Is it a lack of fertilizer for scallions to grow thinner and longer? What if amaranth is not red... In the Tiktok studio of "Teacher Liang talks about agriculture", the white haired Liang Zhenqing took chalk and wrote on the small blackboard agricultural proverbs such as "sparsely planted turnips and densely planted vegetables", "waterlogged cabbage and dry onion", "radish is a hoe, and amaranth is a bucket", patiently answering the questions raised by netizens. Before retiring, Liang Zhenqing was a senior agronomist at the Agriculture and Rural Bureau of Hefeng County, Hubei Province. After retirement, he started classes in the fields, imparting planting techniques to farmers and helping them solve pest and disease hazards. At the beginning of 2023, Liang Zhenqing began promoting agricultural technology through online live streaming, holding two agricultural technology lectures live every day, and has now gained 218000 fans. Like Liang Zhenqing, there are still many agricultural technicians who use short videos and live broadcasts to promote agricultural technology and answer farmers' questions. According to the 2023 Tiktok Ecological Data Report on Agriculture, Rural Areas and Farmers, in 2023, Tiktok platform will have 27.783 million agricultural technology videos, with a total broadcast volume of 120.62 billion times. The Department of Science, Technology and Education of the Ministry of Agriculture and Rural Affairs has 606000 fans and more than 3.92 million praise in the official account "China Agricultural Technology Promotion" on the Tiktok platform. Nowadays, short videos and live streaming are becoming new agricultural tools, helping new farmers learn and exchange planting and breeding experiences. The Institute of Rural Development of the Chinese Academy of Social Sciences has released "The Ecology and Value Creation of Agricultural Technology Communication on Short Video and Live Streaming Platforms", proposing that due to the intuitive and easy to understand content form and efficient matching of supply and demand through intelligent recommendation mechanisms, compared to traditional offline agricultural technology communication, short video and live streaming platforms can timely meet the diverse needs of different types of farmers and alleviate information asymmetry. Its timeliness and interactivity can also make the implementation of agricultural technology more precise and efficient. In recent years, practitioners of traditional agricultural technology promotion systems have actively carried out digital transformation, cooperated with Internet platforms or built their own platforms to explore new ways of disseminating agricultural technology to farmers, such as short videos and live broadcasts. "Using live streaming to explain agricultural technology has reached a wider audience." Jiang Xiang, the head of the Summer Grain Department at the Henan Provincial Agricultural Technology Promotion Station, introduced that in the spring of 2022, during the critical period of wheat spring management, the Henan Provincial Agricultural Technology Station invited experts from relevant fields to conduct lectures and live broadcasts on wheat fertilizer and water management, disease and pest prevention and control, disaster prevention and reduction, etc., with a maximum single broadcast volume of 700000 people. Since 2023, Henan Provincial Agricultural Technology Station has relied on the online platform of the National Agricultural Technology Center for live broadcasting, and has also achieved good dissemination results. In 2022, the Central Agricultural Radio and Television School and Tiktok jointly launched the "New Farmer Plan 2022 · Learn Agricultural Technology in Tiktok" project. At present, the Tiktok topic has been played 20.95 billion times. The cooperation with the Central Agricultural Radio and Television School and the Chinese Academy of Agricultural Sciences has attracted 1840 qualified agricultural technicians to join the platform. Professor Wu Laping from the School of Economics and Management of China Agricultural University believes that most small and medium-sized farmers in China have problems such as low cultural level and low technical level, and many new technologies often require hands-on teaching. Short videos and live broadcasts have vivid images, and interactive and on-site explanations can enable farmers to receive technical training firsthand, achieving better teaching results. At the same time, short videos and live streaming content have a wide range of reach, covering people from different regions, levels, and needs, thereby achieving inclusiveness in agricultural technology acquisition. Traditional agricultural technology promotion departments are actively building online platforms to strive for real-time service to farmers. The China Agricultural Technology Promotion Information Service Platform, supervised by the Science and Technology Education Department of the Ministry of Agriculture and Rural Affairs, was officially launched and put into operation in August 2017. Over the past 7 years, a total of 30.9 million online questions have been asked, and experts, agricultural technicians, and others have answered 28.58 million questions. The answer rate has remained above 92%. At the same time, more than 50000 technical achievement videos were released, and more than 200 special live broadcasts were carried out. At present, the platform covers 2845 counties (farms/reclamation areas) nationwide, with a total registered user base of 13 million. It has become the largest, most active, and resource rich agricultural technology service knowledge community, effectively expanding channels for grassroots agricultural technicians and farmers to learn new technologies. In terms of serving agricultural production, the platform has established a new mechanism for efficiency driven online and offline collaborative promotion, exploring the formation of a promotion model that connects the "agricultural science and technology innovation chain, farmers' poverty alleviation and income increase value chain, and technology service supply chain". This has solved the problems of farmers' difficulty in seeking experts, learning technology, finding agricultural inputs, and selling products. In terms of providing agricultural information, the platform has achieved national agricultural technology knowledge coordination. By constructing a three-dimensional agricultural monitoring system, efficient utilization of agricultural technology resources, and online precise guidance, it provides full process production information technology support to agricultural users, significantly reducing labor intensity, achieving production quality and efficiency improvement, saving labor, fertilizer, and increasing efficiency, and promoting precise, efficient, green, and intelligent development of agriculture. Actively utilizing digital technology provides a practical path for establishing a multi-level and multi-channel agricultural technology extension service network, improving efficiency and quality. Wu Laping mentioned that farmers should gradually develop the habit of learning relevant knowledge and technology through the internet and continuously learning in practice, so that various technologies can be truly and scientifically applied to production practice, so as to better play the role of technology and promote increased production and income. (Lai Xin She)
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