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This study studies the effect of selecting rice as media analysis object, to mention the empirical case of technology diffusion as an example, mainly analyzes the characteristics of S type curve of diffusion of innovation from the perspective of technology diffusion. Firstly, In order to improve the effect of technology diffusion, must first grasp the multi-stage features of the technology diffusion in the field of journalism and communication, emphasize innovation diffusion of opinion leaders, speed up the technology spread; Secondly, stick to the objectivity of the news reports, reduce uncertainty, eliminate technology diffusion noise; Third, emphasizing the teaching experience, reporting for the grassroots level to improve farmers' comprehensive quality; Fourth, setting up reasonable agenda, adhere to the public opinion guidance, increase reporting of agricultural science and technology information.

Medium Effect Analysis of Rice Technology Innovation Diffusion-with the Spread of Single Harvesting in Zhejiang Province for Example