On the "cloud" of agricultural technology, busy "farming" on the screen
2024-10-15
The Political Bureau meeting of the Communist Party of China Central Committee held on September 26th emphasized the need to effectively promote food and agricultural production, and care about increasing farmers' income. Agricultural technology extension services are the "last mile" for agricultural scientific and technological achievements to be implemented in the fields. Currently, the number of short video users in China has exceeded 1 billion. How to better solve the practical problems of farmers in production through short videos, live broadcasts, etc., and help increase agricultural production and farmers' income? Agricultural technology short videos have emerged as an effective supplement to the agricultural technology promotion system. Agricultural technology extension services are the "last mile" for agricultural scientific and technological achievements to be implemented in the fields. In recent years, short videos, live streaming, and other methods have played a unique role in improving the efficiency of agricultural technology promotion services. How does' farming 'on the screen help small farmers connect with modern agricultural technology? What kind of chain reaction has occurred in this? The reporter conducted an interview. Practical and convenient, with strong timeliness, solving the problem of timely response to agricultural technology promotion. "When will the breakthrough medicine be applied when rice is about to start heading?" Zhao Ya squatted beside the field ridge, holding up the rice seedlings and asking herself and answering questions. He gestured at the length of the leaves and said, "The best time to apply pesticides is when the last leaf is level with the second to last leaf." "Remind farmers to take time to observe the growth process of rice in the field and prevent rice blast disease in a timely manner." As the head of the agricultural technology station in Guandian Township, Fengtai County, Anhui Province, Zhao Yahui regularly updates short videos on his account. In the comment section, farmers have given likes and some have left messages asking questions. How to better solve the practical problems faced by farmers in production? Zhao Ya, who has been working at grassroots agricultural technology stations for 27 years, often wonders, "Nowadays, it is popular to watch short videos. Can we also make short videos of situations discovered in the field?" In 2018, Zhao Ya registered a short video account "Zhao Zhan Liao Agriculture" and started a "dual-use" agricultural technology promotion service both online and offline. In order to share information with more farmers, Zhao Ya labeled short videos and released them at the same time on Tiktok, Kwai and WeChat video accounts during peak hours, with the total broadcast volume growing rapidly to tens of thousands. In recent years, many agricultural technicians like Zhao Ya have taken the initiative to use short video platforms to explore new channels for promoting agricultural technology. According to the data, in 2023, the number of agricultural technology writers on the Kwai platform will reach 216000, with an average daily live broadcast of 50000 hours, covering 26825 villages and towns; The Tiktok platform released 27.783 million agricultural technology videos, with a total playback of 120.62 billion times. Short videos have become a popular digital "new farming tool" among farmers. As soon as the farming season arrived, Zhao Ya's short videos came and were automatically pushed to the platform homepage. During the off-season, he browsed agricultural technology short videos, which greatly benefited the left central army, a major grain grower in Yingshang County, Anhui Province. In February of this year, it was the time for wheat to return to green. Following the prompts in Zhao Ya's video, he dispatched excavators to clean the three ditches, effectively reducing the occurrence of waterlogging in the later stage. During the summer harvest, the wheat yield was 52 kilograms higher than that of surrounding farmers. Many farmers have also approached Zhao Ya's office and said, "I came here after watching a short video to see what disease my rice has contracted." A special report released by the Rural Development Research Institute of the Chinese Academy of Social Sciences shows that agricultural technology promotion content on short videos and live streaming platforms has become an effective supplement to the agricultural technology promotion system. To promote the comprehensive revitalization of rural areas, it is urgent to innovate the methods and approaches of agricultural technology promotion services and improve the level of information technology support The person in charge of the Science and Technology Promotion Department of the Ministry of Agriculture and Rural Affairs stated. On the Tiktok platform, the official account of the Department of Science and Technology of the Ministry of Agriculture and Rural Areas "China Agricultural Technology Promotion" continued to play the role of "three rural" policy release, agricultural technology information transmission and other functions, and released more than 5000 short videos in total, winning more than 3.97 million praise. The demand for agricultural technology is sporadic and widespread, and short videos and live broadcasts are conducive to solving the problem of timely response to agricultural technology promotion Chen Yangfen, a researcher at the Institute of Agricultural Economics and Development of the Chinese Academy of Agricultural Sciences, said that short videos are intuitive, concise, and highly interactive. Farmers can check and repeatedly watch and learn at any time, reducing information asymmetry. At the same time, the platform's intelligent recommendation mechanism can effectively improve the efficiency of agricultural technology supply and demand allocation. The construction of content ecology has accelerated, and more professionals and high-quality resource access platforms. In January this year, the Central Agricultural Radio and Television School jointly held the first "Agrotech Star" short video contest with Kwai. With rich knowledge and skills in fruit trees and high popularity, Associate Professor Xu Mingju from the Department of Modern Agriculture at Linyi Vocational College of Science and Technology in Shandong Province won the championship of the competition. Compared with other types of short videos, agricultural technology short videos are more professional and niche, and their "traffic password" is high-quality, practical, and down-to-earth content. Open Xu Mingju's new media account "Fruit Tree Expert Xu Mingju", and from planting management to service marketing, different contents are finely classified and collected into collections. Each short video is also labeled with keywords, making it convenient for fruit farmers to search according to their needs. Xu Mingju found that to enhance the attractiveness of agricultural technology content, it is necessary to transform the discourse system. In July of this year, he passed by a peach orchard and found that the price of peaches per kilogram of land was only 10 cents. How to explain the principle that 'quality improvement is crucial when the agricultural product market is sluggish'? Setting up equipment and using local materials, Xu Mingju chatted with farmers and said, "In a good year, we have to work hard to thin the fruits. Why? Your peaches are bigger than others in order to sell at a good price..." Analyzing user needs is equally important. More than 10 years ago, Xu Mingju began teaching through online video. Some of the 'students' attending the class have developed from scattered planting to a certain scale year by year, while others have switched from selling agricultural materials and products to the planting industry. The production and operation situations of fruit farmers are not the same. When making agricultural technology short videos, we need to teach them according to their aptitude in order to make the technology more quickly and accurately implemented, "said Xu Mingju. The content ecosystem of agricultural technology short videos is accelerating from quantity growth to quality improvement. On short video platforms, from planting and breeding to packaging and marketing, from field production to smart agriculture and home gardening, agricultural technicians, new agricultural operators, and even agricultural media have become internet famous anchors, sharing various agricultural knowledge and skills. Since 2022, the Central Agricultural Radio and Television School and Tiktok have jointly launched the activity of "New Farmer Plan · Come to Tiktok to learn agricultural technology". So far, 1840 agricultural technicians and 10 scientists in the agricultural field have settled down, and more than 40000 agricultural science videos have been released, covering the key fields of modern agricultural industrial technology system. As early as 2020, the Modern Agriculture Department of Linyi Vocational College of Science and Technology in Shandong Province established a new interdisciplinary major direction - Modern Agricultural Technology (New Media Marketing Direction), and all agricultural related majors offered courses on short video planning and production. This is an important direction for the cultivation of new agricultural talents in the future, "said Xu Mingju. High quality agricultural technology promotion content can help guide more farmers to use information technology to acquire agricultural technology knowledge, and improve their ability to apply new technologies and methods to develop production, increase income, and become prosperous The relevant person in charge of the Central Agricultural Radio and Television School stated that the school will continue to introduce more high-quality professional agricultural technology content resources, strengthen agricultural short video application training, and work together to build a high-level talent team for agriculture, rural areas, and farmers. Live streaming traffic feeds back to rural areas, extends the agricultural value chain, and enriches application scenarios. "Do you really understand phosphate fertilizers?" "How to achieve fully automatic water fertilizer integration?"... Relying on short video platforms, Xiao Zhengkang, who graduated from the School of Plant Protection at Hunan Agricultural University and has 10 years of agricultural technology teaching experience, has become a trusted "Akang teacher" among netizens. High quality agricultural technology content can bring traffic and promote revenue realization. There are many agricultural products and professional books in Xiao Zhengkang's online product showcase, and short videos drive sales growth. Farmers need both practical technology and reliable products, "said Xiao Zhengkang. In recent years, the team has continuously optimized agricultural technology courses and services, and has also provided customized consulting services to meet the needs of users in intelligent water-saving irrigation. The approach of 'using technology to promote products' can help achieve sustainable development in online agricultural technology promotion Hu Bingbing, Director of the Agricultural Trade and Policy Research Office at the Institute of Rural Development, Chinese Academy of Social Sciences, stated that on short video and live streaming platforms, some agricultural technology creators have established a full chain revenue mechanism from agricultural technology content to agricultural product sales through the medium of agricultural materials and agricultural product sales, enabling high-quality agricultural technology promotion content to be monetized and stimulating and improving the enthusiasm of creators. In addition, some pan agricultural technology content invisibly attracts new farmers to return home for agricultural production and reshape rural business models. Two years ago, a short video of "digging the ground" that went viral made Ding Xigong, a post-2000 college student, and his alma mater Yunnan Agricultural University famous all over the internet. For Ding Xigong, this means that more people are paying attention to agriculture and approaching his hometown, Chuxiong Yi Autonomous Prefecture in Yunnan. What makes him even happier is that more and more people are willing to learn about and apply for agricultural universities and majors. Ding Xigong also livestreamed sales with classmates, helping fellow villagers sell soft seed pomegranates and other agricultural products. He found that there are many reasons for the poor sales of agricultural products, such as high homogenization, lack of popularity, and inadequate planting management techniques. Some internet celebrity anchors, under the banner of helping agriculture, choose low-quality sources of goods, which actually consumes consumer trust and is not conducive to the sales of high-quality agricultural products. Ding Xigong said that he hopes to leverage his professional knowledge and skills advantages in the future to better serve the entire agricultural industry chain. The short video platform has activated a new track for agricultural technology promotion, and "agricultural technology+" is blossoming through the Internet. Short videos have become an important way for farmers to understand policies and learn skills, but it should also be noted that in the face of massive fragmented information, how to improve the quality of content and the audience's ability to discern information is still an important issue. "Professor Ye Jingzhong from the School of Humanities and Development at China Agricultural University said that while innovating the dissemination of agricultural technology content, it is also necessary to strengthen the supervision of short video platforms and raise the entry threshold for content related to agricultural policy interpretation. He suggested that farmers should be encouraged to change their habits of using short videos, shift from passive reception to active acquisition, and amplify the effect of short videos in empowering the comprehensive revitalization of rural areas. (New Society)
Edit：Rina Responsible editor：Lily
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