新媒体对农政策传播现状及其参与乡村治理对策研究被引量：4

The Research on the Current Situation of New Media’s Communication of Agricultural Policies and Countermeasures for Participating in Rural Governance

在线阅读下载PDF

导出

摘要新媒体对农政策传播不仅涉及到惠农政策传播问题,对于乡村治理也发挥着积极作用。当下有关新媒体对农政策传播内容与议程设置方面,限于传统媒体思维,仍呈现出线性、单向度的有限传播效果,传播议程也仅限于“扶贫”“脱贫”的传播思路。若想摆脱这种单向度传播与触达的困境,需充分挖掘新媒体的技术属性。具体路径包括:提升新媒体的技术赋能与赋权行为,建构开放性的对农政策传播媒介生态系统,细分新媒体对农政策传播渠道并促进议程设置的精准落地,建构适宜广泛传播和互动的融媒体传播形态,推动乡村多元治理主体的协同关系建构。在此基础上,建构起有利于乡村治理的新媒体对农政策传播“想象共同体”。 The dissemination of agricultural policies through new media not only involves the issue of promoting agricultural policies,but also plays a positive role in rural governance.At present,in terms of the content and agenda setting of new media’s agricultural policy communication,limited to the thinking of Old media,it still shows a linear and one-way limited communication effect,and the communication agenda is also limited to the communication ideas of“poverty alleviation”and“poverty alleviation”.If you want to break free from the dilemma of one-way communication and reach,you need to fully explore the technical attributes of new media.The specific paths include:enhancing the technological empowerment and empow‐erment behavior of new media,constructing an open ecosystem of agricultural policy communication media,subdividing new media policy communication channels and promoting precise implementation of agenda setting,constructing a suitable form of integrated media communication for widespread dissemination and interaction,and promoting the construction of collaborative relationships among rural diverse governance entities.On this basis,a new media“imagined community”conducive to rural governance will be construct‐ed for the dissemination of agricultural policies.

作者张成良白晓易刘远 ZHANG Chengliang;BAI Xiaoyi;LIU Yuan(School of Literature,Ludong University,Yantai,Shandong 264025,China)

机构地区鲁东大学融媒体研究院

出处《吉林师范大学学报（人文社会科学版）》 2023年第4期95-101,共7页 Journal Of Jilin Normal University:Humanities & Social Science Edition

基金国家社会科学基金一般项目(19BXW073)。

关键词新媒体对农政策传播乡村治理乡村振兴 new media dissemination of agricultural policies rural governance rural revitalization

分类号 G206 [文化科学—传播学]

作者简介张成良(1972-),男,吉林四平人,鲁东大学融媒体研究院教授,博士生导师,研究方向:新媒体;白晓易(1998-),女,山西临汾人,鲁东大学融媒体研究院助理研究员,研究方向:新媒体;刘远(1998-),女,山东泰安人,鲁东大学融媒体研究院助理研究员,研究方向:新媒体。