媒介生态学视域下我国电视服务“三农”的现状与重构

Current Situation and Reconstruction of China’s TV Service to“Agriculture, rural areas and farmers”in view of Media Ecology Theory

媒介生态学的核心理论是媒介系统观,这一理论对于分析和构建我国农业电视新闻传播生态具有重要的理论指导价值。当前我国农业电视新闻存在着媒介种群弱小、生态位狭窄、农民主体地位弱化等不足,这些不足是受国家制度缺失和媒介市场化的影响。当前,在国家层面和媒介内部有必要强化公共服务意识和制度建设,构建良性、平衡的农业电视新闻传播生态,推动"三农"发展。在国家层面,重点在于更新新闻传播管理理念、完善制度规制,为农业电视新闻媒介提供良好的外部生存环境;在媒介内部,则应重点拓宽农业电视生态位、提高农业电视新闻媒介的社会公信力和生存能力。

With the theory of Media Ecology and the Report of the 18 th National Congress of the Communist Party of China(NCCPC), this paper takes Chinese current domestic agricultural TV news reporting as its study object, focusing on the current issues, motivations and institutional reconstructions with the methods of contents analysis and literature. This paper argues that in China there exist the insufficiencies of small media population, narrow media niche, weak farmers subject status, etc. causing by the state institutional lack and media marketization. The state and media have to strengthen their public service consciousness and institutional construction to promote the development of 'agriculture, rural areas and farmers'——the state needs to update its news dissemination management concepts, perfect the principle regulations to provide a good external environment for agricultural TV news media while the media should broaden their own niches, increasing their social credibility and survival ability.