我国近年来“对农电视”研究述评

Theoretical Review of Farmer-Targeted TV Programs in China in Recent Years

"对农电视"的发展对我国新农村建设和现代农业的发展具有积极的促进作用。目前的"对农电视"研究从其重要性、作用、存在的问题及原因进行了理论分析,宏观上探讨了"对农电视"的经营管理,微观上从"三农报道"、节目的生产制作和品牌栏目建设等方面进行了研究。研究特点表现为理论成果的数量和质量受国家政策、当地政府重视程度和执行情况的影响,表现出地区之间的不平衡,当地政府的主导作用是"对农电视"发展的关键因素。我国"对农电视"的基础研究成果不多、研究不够深入,研究多为媒体实践经验的总结,理论研究滞后于媒体实践,研究学者较少。

The development of farmer-targeted TV programs has exerted an active role in the new rural construction and modern agriculture development. Studies have theoretically analyzed the farmer-targeted TV programs from the angles of significance, functions, problems and causes. Studies have also discussed the management of farmer-targeted TV programs from the microscopic aspects of ＂reports on three agricultural problems＂, program making and column construction. These studies showed the unbalance between regions and that state policies and the local government affect the number of theoretical achievements. Therefore, the leading role of the local government has become the key factor of developing farmer-targeted TV programs. Domestic studies now on these programs are skin deep with few achievements except for some experience summaries of the media practice. Theoretical studies lag behind media practice, and few researchers are seen.