|
| 电视文化传播及其在新农村建设中的作用
———来自全国27 个省市区农户的调查报告 |
| Cultural Information Broadcasting by Television and Its Role inBuilding New Countryside———A Survey of 939 Rural Households in 27 Provinces |
| |
| DOI： |
| 中文关键词: 农民信息需求 新农村建设 电视媒介 文化信息 传播功能 |
| 英文关键词: Information need of farmers Building new socialist countryside Television media Cultural information The function of
broadcast |
| 基金项目:中国农业大学人文与发展学院科研项目——— 中国农业科技的供求、传播、应用状况研究。 |
|
| 摘要点击次数: 1899 |
| 全文下载次数: 113 |
| 中文摘要: |
| 文章采用面对面进行问卷调查的方法采集数据, 了解农村电视信息服务需求、现状和存在的问题, 为探
究电视文化传播在新农村建设中的作用提供第一手资料。研究结果表明, 农民最需求的信息是新技术类信息, 但
电视传播农业新技术的效果欠佳;而通过电视媒介传播“ 文化信息” 对农民的观念改变、乡风文明建设发挥着举足
轻重的作用。文章提出电视虽是农民获取信息的主要渠道, 可电视不是万能的, 应正视电视传播信息的功能;电视
的单向信息服务模式不能满足农民的科技信息需求。建议利用电视媒介自身的传播优势, 充分发挥电视文化信息
传播的职能作用;提高电视媒体采编人员的乡村传播素质, 重视农村电视节目议程设置, 不同级别的电视部门应根
据不同地区不同类型农民所需, 提供贴近性科技信息;同时, 增加对农节目的播出时数, 重视农民受众的主体地位,
加强对农节目的参与性等。 |
| 英文摘要: |
| Based on face to face survey results, the autho rs gathered some data regarding TV information demand , the cur rent state
and problems that ex ist in the countryside , w hich provides the firsthand material for researching the role of TV info rmation diffusion
in the campaig n of building new country side .The survey results show tha t the most needed information by peasants is technolog ical
information , but TV communication does a not so good job in this aspect.I nstead, the medium of TV broadcast plays a significant
role in influencing peasants' ideas.The autho rs maintain that although the television is the main channel to broadcast info rmation, it
is no t the for-all-purpose tool .We should understand the function of television.The one-w ay info rmatio n service mode of the television
can' t satisfy the science and technolog y info rmation need of the peasants, we must make use of the best part of TV broadcast ,
streng thening its role in broadcasting “cultural information” , improving quality of the TV program pro ducers, making it suitable fo r
needs of different ty pes of peasants , and making it closer to peasants .In the meantime, prog rams should be desig ned to increase
farmer' s participatio n. |
|
查看全文
查看/发表评论 下载PDF阅读器 |
|
|
|
