乡村振兴语境下三农传播中的关系重构

On the Relationship Reconstruction of the San Nong Communication in the Context of Rural Revitalization

在我国新时代实施乡村振兴战略的背景下,作为三农传播的"国家队",三农媒体是实施乡村振兴战略中新闻舆论工作的主导力量。实地调研发现,当下三农媒体与其传播对象及其他三农传播主体之间呈现弱关系,不利于其在新语境下履行职责使命。基于此,本研究以关系概念的点、线、面、体连续谱为分析框架,提出三农传播的关系重构思路,即建设"点"、打通"线"、连接"面"、建构"体"。点、线、面、体在实践层面分别对应媒体的胜任能力、传播中的互动、各传播主体间的互通、结构化的三农传播关系,文章对其内涵进行了阐述。

The context of the San Nong communication in the new era of China is to implement the strategy of rural revitalization. As the"national team"of the San Nong communication,the San Nong media is the leading force of news and public opinion in the implementation of the strategy of rural revitalization. The study found that there is a weak relationship between the current rural media and its communication targets and other communication subjects,which is not conducive to the performance of their duties and missions in the new context. Based on the continuous spectrum of point,line,surface and body of the concept of relation,this paper puts forward the idea of relation reconstruction of San Nong communication,that is,constructing"point",opening"line",connecting "surface"and constructing "body". At the practical level,point,line,surface and body correspond to the competence of the media,the interaction in communication,the intercommunication among the communication subjects,and the structured communication relationship,respectively.