新乡村传播共同体建构的路径探索

Exploration of the Path of Constructing Rural Communication Community from the Perspective of Rural Revitalization

深度媒介社会化的今天,面对乡村振兴战略实施中的困难与问题,需发掘重建主流媒体乡村传播的社会建构功能。然而,当前主流媒体的乡村生存空间遭遇巨大危机,“时空分离”的媒介空间重塑“脱域”的乡村社会关系,“数字农人”的主体性传播重构城乡融合的“新乡土社会”,主流媒体严重边缘化,其传播力、影响力、公信力和引导力全面弱化甚至消解。为此,需建构新乡村传播共同体,通过不同主体四个维度的深度互嵌,来重构主流媒体的社会功能。四个维度即:主流媒体与社交媒体、智能媒体的深度互嵌,重构主流媒体的乡村传播力;中央—省—市—县四级融媒体的深度互嵌,重构主流媒体的乡村引导力;主流媒体与乡村生产生活的深度互嵌,重构主流媒体的乡村影响力;主流媒体与乡村治理的深度互嵌,重构主流媒体的乡村公信力。

In the era of deep media socialization today,in the face of the difficulties and problems in implementing the rural revitalization strategy,it is necessary to excavate and rebuild the social construction function of mainstream media’s rural communication.However,the current mainstream media’s rural survival encounters a tremendous crisis,with the media space of“separation of time and space”reshaping the“de-territorialized”rural social relations and the subjective communication of“digital farmers”reconstructing the“new rural society”of urban-rural integration,the mainstream media are severely marginalized,leading to a comprehensive weakening or even dissolution of their communication power,influence,credibility,and guidance ability.Therefore,it is necessary to construct a media rural communication community for the reconstruction of the social functions of mainstream media through the deep interpenetration of different subjects in four dimensions,namely,the deep interpenetration of mainstream media,social media and intelligent media for the reconstruction of rural communication power of mainstream media;the deep interpenetration of convergence media at four levels(namely,central,provincial,city and county level)for the reconstruction of mainstream media’s rural guidance;the deep interpenetration of mainstream media and rural production and life for the reconstruction of the influence of mainstream media in rural areas;the deep interpenetration of mainstream media and rural governance for the reconstruction the rural credibility of mainstream media.