CCTV-17涉农专题栏目中的“新农人”媒介形象研究

【作者】 王莉；

【导师】 王威；

【作者基本信息】 黑龙江大学 ， 新闻与传播， 2024， 硕士

【摘要】 乡村振兴战略的实施为农民群体提供了巨大的发展机遇。农民群体的发展借此机遇势如破,在数字和政策红利的双重加持下,逐渐演变出了“新农人”群体。在新闻传播领域,各大媒体关于“新农人”的报道在近几年也逐渐丰富起来,主流媒体报道对“新农人”的报道是研究“新农人”媒介形象呈现与建构的有力途径。CCTV-17农业农村频道是我国首个面向“三农”的国家级全媒体频道,其对于“三农”领域相关群体的报道具有权威性和导向性。因此本研究将作为主流媒体的CCTV-17中的涉农专题栏目作为研究对象,对“新农人”媒介形象的呈现特征、建构模式和建构成因等进行分析,有利于更具准确地探析媒体在报道中应如何对“新农人”媒介形象进行建构。本研究选定CCTV-17农业农村频道中的《致富经》《三农群英汇》《遍地英雄》三档涉农专题栏目,从栏目形式、主题类型、表现风格各方面展开对它们进行内容分析。通过对栏目的具体分析发现,涉农专题栏目主要呈现了客观身份形象多样,主观素质形象提升、职位定位形象多元的“新农人”媒介形象。在通过对“新农人”媒介形象类型分析的基础上,进一步探析了媒体建构“新农人”媒介形象的模式。并进一步得出“新农人”媒介形象建构受政策引导、媒体把关、社会需求多方面的影响,并在目前的建构中还存在创新力欠缺、融媒化不足和报道倾向片面的问题。面对问题和不足,本研究积极探寻媒体建构“新农人”媒介形象的提升策略。为此提出媒体应积极在内容方面做到拓宽议题,增加深度报道和丰富报道倾向;在形式方面重视栏目创新,更新播出时间,加强技术使用来美化场景;在传播方面要丰富传播渠道,重视与受众的互动,并积极打造特色栏目,从而更好地建构“新农人”媒介形象。更多还原

【Abstract】 The implementation of rural revitalization policies and the development of the online society have provided enormous development opportunities for the farmers’ group,making their development unstoppable.With the dual support of digital and policy dividends,the "new farmers" group has gradually evolved.In the field of news communication,the coverage of "New Farmers" by major media has gradually enriched in recent years.Mainstream media coverage of "New Farmers" is a powerful way to study the presentation and construction of the media image of "New Farmers".CCTV-17 Agriculture and Rural Channel is China’s first national level all media channel targeting agriculture,rural areas,and farmers.Its coverage of relevant groups in the field of agriculture,rural areas,and farmers is authoritative and directional.Therefore,this study will use the special columns related to agriculture in CCTV-17 as the basic material for the mainstream media to analyze the presentation characteristics,construction modes,and construction causes of the media image of "New Farmers",which is conducive to a more accurate analysis of how the media should construct the media image of "New Farmers" in their reports.This study conducted a sampling study on three special columns related to agriculture on CCTV-17’s agricultural and rural channels,including "Getting Rich","Gathering of Heroes in Agriculture,Rural Areas," "Heroes Everywhere." Through analysis of column form,theme types,and performance styles,it was found that CCTV-17’s agricultural related columns mainly present a media image of "new farmers" with diverse objective identity images,improved subjective quality images,and diverse job positioning images.On the basis of analyzing the types of media image of "New Farmers",this paper further explores the models of media construction of "New Farmers" media image,and concludes that the construction of "New Farmers" media image is influenced by policy guidance,media scrutiny,and social needs.There are also problems such as lack of innovation,insufficient media integration,and one-sided reporting tendency in the current construction.In the face of problems and shortcomings,this study actively explores strategies for enhancing the media image of "New Farmers",and proposes that the media should actively expand topics,increase in-depth reporting,and enrich reporting tendencies in terms of content;Pay attention to column innovation in terms of form,update broadcast time,and strengthen the use of technology to beautify the scene;In terms of communication,it is necessary to enrich communication channels,attach importance to interaction with the audience,and actively create characteristic columns to better construct the media image of "New Farmers".更多还原