中国“新农人”形象的媒体话语建构——基于央视网《奋斗的新农人》栏目的分析

The Image Construction of the New Farmers in China through Media Discourse:Based on the Analysis of CCTV's“The Struggling New Farmers”

近几年,我国农村涌现的农民新群体——“新农人”,日益成为农业发展和农村建设的生力军。本研究从微观媒体话语的文本结构和话语策略以及宏观社会意义两个层面分析央视网“三农”频道《奋斗的新农人》栏目报道对于“新农人”形象的建构。研究发现:新闻媒体对“新农人”形象的塑造主要集中于对其坚韧不拔、勤于钻研、创造求新和具有社会责任感等良好品质的刻画;此外,该栏目通过指称策略、述谓策略、视角化策略和强化策略构建了有情怀、有工匠精神、有创新精神、具有社会责任感的“新农人”形象,改变了传统农民群体愚昧、守旧、蛮干、落后等消极刻板形象,并且农民作为媒体话语权力体系中的“他者化”地位被削弱,其话语权不再被忽略和漠视。媒体话语背后隐藏的话语权以及国家对“新农人”的支持和引导影响着社会大众对“新农人”形象的认知,对促进更多“新农人”参与农业发展和农村建设、带动农民致富具有积极意义。

In Recent years,an emerging farmer grouping China's rural areas,the“new farmers”,has increasingly become a new force in China's agricultural development and rural construction.This study explores how the media discourse has shaped the image of the“new farmers”by analyzing the news of“The Struggling New Farmers”from two aspects,i.e.the text structure and the discursive strategies at micro level and the social significance at macro level.It is found that the media highlights such qualities of“new farmers”as perseverance,assiduity,creativity and social responsibility.Moreover,the media constructs the image of the“new farmers”with sentiment,craftsmanship,innovation and social responsibility through reference strategy,predication strategy,perspectivation strategy and enhancing strategy.The news reports not only change the traditional negative stereotypes of ignorant,conservative,foolhardy and backward farmer image but also weaken the farmers traditional status as“the other”in the right system of media discourse.The discourse has never been neglected.The discursive power hidden behind the media discourse and the national support and guidance for the phenomenon of“new farmers”influence the public's perception of the image of“new farmers”,which plays a positive role in stimulating more“new farmers”to participate in agricultural development and rural construction as well as to help other farmers become rich.