我国广播电视对农传播的媒介赋权与价值考量

Empowerment and Value of China's Broadcasting and Television Transmission Media for Rural Audience

在我国城乡二元结构的现实国情下,农村受众应当成为大众传媒关照的重点群体,在传播场域中为其留出足够的传播空间,并给予足够的关照。文章以拉斯韦尔的"5W"为分析角度,借助公共经济学、受众研究等研究范式,着重分析我国当前对农传播遭遇的现实困境,探究广播电视对农传播在价值循环过程中的尴尬,廓清在我国特殊的媒介政策环境下,大众传媒在对农传播过程中的媒介赋权不足及传播价值失衡现象。

Under the practical circumstances of urban and rural dual structure in our country, rural audience should become the focus of mass media, and mass media sets aside enough space for rural audience in the spread field, and gives enough attention. This paper uses 'five W' theory as the analysis point of view, with the aid of public economics, audience research paradigm, emphatically analyzes the reality plight of spreading the current agriculture, explores the awkward of the broadcasting and television transmission in the process of value cycle. The paper combs special media policy environment in our country, and analyzes the lack of empowerment and imbalances of spreading value in the process of spreading the current agriculture.