Abstract: Based on the survey data of 1 152 farmers in Shaanxi, Gansu and Ningxia, this paper uses the hierarchical regression model and takes ecological knowledge and ecological risk perception as mediation variables, to empirically analyze the impact and its path of media use on farmers' soil and water conservation technology adoption behavior. The results show that: (1) Farmers not only get ecological information through the media, but also acquire ecological knowledge, forming a certain ecological risk perception; (2) Media use not only has a direct impact on farmers' adoption behavior of soil and water conservation technology, but also indirectly affects farmers' adoption behavior of soil and water conservation technology through ecological knowledge and ecological risk perception. (3) Among them, both traditional media and new media have positive impact on farmers' soil and water conservation technology adoption behavior, and ecological knowledge and ecological risk perception play a partial mediating role. The role of new media is greater than that of traditional media. Therefore, we need to pay attention to the education function of the media to the farmers' ecological knowledge and ecological risk perception, so as to promote farmers to adopt soil and water conservation technology.