|
|
|
| Reflections on High-Quality Development of Agricultural Science and Technology Book Publishing in the Context of All-around Rural Revitalization |
| SHEN Yinshu |
| China Agricultural Science & Technology Press, Co., LTD., 100081, Beijing, China |
|
|
|
|
Abstract This paper aims to assess the emerging requirements for agricultural science and technology innovation under all-around rural revitalization, analyze the evolving dynamics of farmer demographics and their new demand characteristics for agricultural technologies, and diagnose the current challenges in agricultural science and technology book publishing, thus exploring innovative pathways for its development. Aligning with China's agricultural development trends and advancing rural revitalization strategies, this paper summarizes major transformation trends in traditional agriculture and rural areas. These trends include the shift from conventional "staple food security" to the "big food concept, " the extension from crop cultivation-focused industry to full agricultural chain development, the transition from single-product supply to multifunctional agricultural development, the transformation from resource-intensive to green low-carbon agricultural practices, and the evolution from agricultural modernization to integrated agricultural-rural modernization. These transformations present new demands for modern agricultural science and technology support while significantly broadening the scope and possibilities for agricultural science and technology publishing. Notably, the green transition has propelled the technologies such as eco-friendly farming, green pest control, and carbon reduction/sequestration, offering fresh directions for publication content. On the basis of the analysis of evolving farmer demographics, this paper conducts a comparative analysis of three farmer categories—traditional farmers, high-quality farmers, and "new farmers"—using synthesized literature data. The comparative analysis reveals significant differences in demographics, educational backgrounds, technical skills, business philosophies, and technological needs. Traditional farmers (mainly aging smallholders with limited education) show weak demand for agricultural technologies and prefer onsite guidance. High-quality farmers (younger professional operators) demonstrate stronger capacity to absorb technical knowledge. New farmers (urban returnees, educated youth) exhibit intense demand for advanced agricultural technologies. These distinctions necessitate differentiated approaches to content creation and presentation formats for agricultural science and technology publications. Using data from the China Statistical Yearbook and OpenBook's market intelligence, this paper identifies key challenges in agricultural science and technology book publishing. These challenges include insufficient publication volume (agricultural science and technology books account for merely 1% of total titles and 0.2% of national print runs in China's publishing industry, with a persistent year-on-year decline trend), serious content homogeneity, similar linguistic expressions with monotonous formats (the majority remain text-centric printed publications, with only a limited number achieving effective multimedia integration that synergistically combines visual, textual, auditory, and video elements), weak regional adaptability with suboptimal content organization, and underdeveloped market potential in both offline and online channels (Though the overall book market continues to expand, comprehensive agricultural publications retain a limited market share, accounting for merely 0.11% of total industry revenues in 2023). This paper emphasizes that agricultural science and technology book publishing must capitalize on the strategic opportunities presented by all-around rural revitalization. It should proactively adapt to transformative trends in the advancement of modern agriculture, the diversification of farmer demographics, and the evolution of digital/new media technologies while continuously exploring innovative pathways for high-quality development. Specific strategies include enhancing thematic innovation aligned with agricultural modernization goals, adopting multimedia technologies to meet diverse user needs, improving content precision through integrated technical solutions, and exploring multidimensional marketing models to unleash market potential.
|
|
Published: 11 April 2025
|
|
|
|
| 指标 | 传统农民[10-13] | 高素质农民[14-17] | 新农人[18-19] | | 概念 | 户籍在农村,不离乡、不离土,主要从事农业生产经营,家庭收入主要来自农业的传统农业从业者 | 由“新型职业农民”演化而来,是指“有文化、懂技术、善经营、会管理”的现代农业从业者 | 在都市生活或就业,以不同形式自愿选择到农村从事与农业相关生产经营活动的新兴创业群体 | | 地位 | 以小农户为主的家庭经营仍是我国现阶段农业生产经营的基本面 | 作为现代农业生产经营活动的主导群体,引领小农户发展现代农业 | 集成先进技术、现代管理、生态理念,带动农业改革创新、转型升级 | | 数量 | 我国从事农业生产经营的小农户有2.1亿户,占汇总农户总数的86.9% | 已累计培育900多万名,主要包括各类新型农业经营主体带头人和业务骨干 | 2016年测算为200万人左右,主要包括海归、城市青年、返乡大学生、企业家等 | | 年龄 | 老龄化严重,粮食主产区务农劳动力平均年龄55.3岁,60岁及以上占比39.7% | 相对年轻,平均年龄45.2岁,36~54岁农民占61.0% | 年轻人占多数,以“70后”和“80后”为主,“80后”占比高达45% | | 文化素质 | 文化素质偏低,以小学、初中为主,占比高达85.4%,大专及以上占比仅为1.2% | 受教育程度相对较高,高中及以上占60.7%,大专及以上占22.0% | 受教育程度普遍较高,大专以上占86.2%,其中4.7%为海外留学归国人员 | | 技能水平 | 主要依靠经验积累和新型农业服务组织从事农业生产 | 专业技术水平高,62.5%拥有农民技术人员职称或国家职业资格证书 | 多为跨界创业,61.9%没有学过农业相关专业,但88.2%通过互联网销售农产品 | | 经营理念 | 以节约劳动用工、规避风险、满足简单再生产为导向 | 利用现代生产要素进行农业生产经营 | 运用互联网思维和生态农业理念从事农业生产经营活动 | | 科技需求 | 有效需求较低,对采用新技术缺乏内在动力,以田间地头或现场指导最受欢迎 | 对科技吸收能力较强,节本、增产、省工、可靠是采用新技术需要考量的主要因素 | 对高新技术的需求强烈,充分运用现代科技装备,提供更安全、更高品质的农产品 |
|
|
|
| 年份 | 品种 | 印数 | | 农科图书品种数/种 | 全国图书总品种数/种 | 农科图书品种数占全国图书总品种数/% | 农科图书印数/万册 | 全国图书总印数/万册 | 农科图书印数占全国图书总印数/% | | 2012 | 5883 | 414005 | 1.42 | 3806 | 792464 | 0.48 | | 2013 | 5070 | 444427 | 1.14 | 2296 | 831048 | 0.28 | | 2014 | 5082 | 448431 | 1.13 | 2350 | 818465 | 0.29 | | 2015 | 5316 | 475768 | 1.12 | 1928 | 866233 | 0.22 | | 2016 | 5141 | 499884 | 1.03 | 1777 | 903682 | 0.20 | | 2017 | 5517 | 512487 | 1.08 | 1922 | 924399 | 0.21 | | 2018 | 5355 | 519250 | 1.03 | 1860 | 1000974 | 0.19 | | 2019 | 5025 | 505979 | 0.99 | 1493 | 1059759 | 0.14 | | 2020 | 4916 | 489051 | 1.00 | 1534 | 1037305 | 0.15 | | 2021 | 5279 | 529197 | 1.00 | 1426 | 1186381 | 0.12 | | 2022 | 5028 | 502246 | 1.00 | 1400 | 1139832 | 0.12 |
|
|
|
| 年份 | 码洋占比/% | 年份 | 码洋占比/% | | 2012 | 0.48 | 2018 | 0.18 | | 2013 | 0.45 | 2019 | 0.14 | | 2014 | 0.40 | 2020 | 0.12 | | 2015 | 0.29 | 2021 | 0.10 | | 2016 | 0.25 | 2022 | 0.11 | | 2017 | 0.22 | 2023 | 0.11 |
|
|
|
| 1 |
王志刚. 走创新驱动乡村振兴发展道路[J]. 求是, 2018 (15): 34- 36.
|
| 2 |
刘慧. 从大食物观出发更好满足人民需要[N]. 经济日报, 2022-03-08(5).
|
| 3 |
张波. 把产业振兴作为乡村振兴的重中之重[N]. 河北日报, 2023-03-17(7).
|
| 4 |
王壹. 拓展农业多种功能提升乡村多元价值[N]. 农民日报, 2021-11-20(4).
|
| 5 |
金文成. 擦亮农业强国的绿色底色夯实农业强国的生态底盘[J]. 农村工作通讯, 2023 (8): 12- 13.
|
| 6 |
朱泽. 以乡村振兴战略推进农业农村现代化[N]. 学习时报, 2018-07-06(2).
|
| 7 |
李培林. 改革开放近40年来我国阶级阶层结构的变动、问题和对策[J]. 中共中央党校学报, 2017, 21 (6): 5- 16.
|
| 8 |
李汉卿. 培育新型职业农民助推乡村振兴[N]. 学习时报, 2022-07-20(7).
|
| 9 |
高帆. 中国乡村振兴战略视域下的农民分化及其引申含义[J]. 复旦学报(社会科学版), 2018, 60 (5): 149- 158.
|
| 10 |
丁志春. "农民"称谓变迁与群体分化的内在逻辑与价值意蕴[J]. 中南农业科技, 2022, 43 (4): 115- 120.
|
| 11 |
谢玲红, 张琛, 郭军. "无人种地"问题再辨析[J]. 中州学刊, 2022 (7): 44- 52.
|
| 12 |
苑鹏. 推动小农户与现代农业有机衔接[J]. 红旗文稿, 2021 (2): 23- 26.
|
| 13 |
殷锐, 罗小锋, 李容容, 等. 信息化背景下农民为何青睐农技员到田间地头开展农技推广?[J]. 农业现代化研究, 2018, 39 (4): 576- 583.
|
| 14 |
阚言华. 加快培养造就高素质农民队伍[J]. 农村工作通讯, 2020 (19): 63- 64.
|
| 15 |
常钦. 我国累计培育900多万名高素质农民[N]. 人民日报, 2024-05-17(5).
|
| 16 |
农业农村部科技教育司, 中央农业广播电视学校. 2023年全国高素质农民发展报告[M]. 北京: 中国农业出版社, 2023.
|
| 17 |
周洲, 张莉侠. 新型农业经营主体对农业科技服务的选择行为分析: 基于512份上海都市现代农业经营主体的调研问卷[J]. 上海农业学报, 2020, 36 (5): 122- 129.
|
| 18 |
张慧泽, 高启杰. 新农人现象与乡村人才振兴机制构建: 基于社会与产业双重网络视角[J]. 现代经济探讨, 2021 (2): 121- 125.
|
| 19 |
农业部农村经济体制与经营管理司课题组. 农业供给侧结构性改革背景下的新农人发展调查[J]. 中国农村经济, 2016 (4): 2- 11.
|
| 20 |
罗晓航. 全媒体时代科技图书面临的挑战与优化路径研究[J]. 中国传媒科技, 2024 (5): 108- 111.
|
| 21 |
李海燕, 侯立刚, 王青蓝, 等. 新媒体背景下农业技术推广模式探究与路径分析: 以吉林省农业科学院为例[J]. 安徽农学通报, 2021, 27 (18): 9- 12.
|
| 22 |
谢娟梅. 乡村振兴战略背景下农技图书选题优化初探[J]. 海峡科学, 2021 (11): 103- 105.
|
| 23 |
马爱平. 我国农业科技创新呈现新特征[N]. 科技日报, 2016-02-02(3).
|
| 24 |
陈冬磊. 创新"三农"图书, 助力乡村振兴[J]. 出版参考, 2022 (2): 62- 65.
|
| 25 |
季志强, 季迪, 汤玉华, 等. "三农"图书市场化程度低的原因浅析及应对措施[J]. 内蒙古农业科技, 2015, 43 (2): 130- 131.
|
| 26 |
何安安. 2023年图书零售市场年度报告发布: 《相信》成新书总榜榜首书[EB/OL]. (2024-01-06)[2024-08-28]. https://www.bjnews.com.cn/detail/1704552511169767.html.
|
| 27 |
郭雪. 以创新推动科技出版高质量发展[N]. 中国新闻出版广电报, 2023-05-19(4).
|
| 28 |
汤茂玥, 李宜真. 论乡村振兴背景下"三农"出版的高质量发展路径[J]. 南方农机, 2022, 53 (13): 124-126, 135.
|
| 29 |
张付旭. 新时代"三农"出版的守正创新[J]. 科技与出版, 2019 (9): 106- 109.
|
| 30 |
李泽榉, 于凤静, 朱竟榕. 全民阅读背景下"三农"出版物出版策略探究[J]. 科技与出版, 2019 (5): 127- 129.
|
| 31 |
杨庆先, 漆雁斌, 曹正勇. 农业科技推广与农业科技类图书出版发行的互动融合探析[J]. 出版发行研究, 2016 (8): 50- 53.
|
| [1] |
LIU Zhiqiang,WANG Jing,ZHANG Fangying,WU Lingye,ZHANG Tieming,ZHANG Xin. Policy-Guided and Innovation-Driven Development: Review and Prospect of Chinese-language STM Journals in 2024[J]. Science-Technology & Publication, 2025, 44(3): 66-77. |
| [2] |
ZUO Zhonghai,WANG Shuyue. Research on the Path to High-Quality Development in the Publishing Industry: Driven by New Quality Productive Forces[J]. Science-Technology & Publication, 2025, 44(2): 51-58. |
| [3] |
CAI Chenlu. Exploration into the High Quality Development Path of Academic Publishing by Local Science and Technology Publishing Houses: From the Perspective of National Publication Foundation[J]. Science-Technology & Publication, 2025, 44(2): 99-106. |
| [4] |
LI Wenjuan. Review and Prospects of China's Talent Team Building in the Publishing Industry During the 14th Five-Year Plan Period[J]. Science-Technology & Publication, 2025, 44(1): 39-47. |
|
|
|
|