基于新媒体受众视角的乡村振兴传播力提升研究

The Research on Enhancing the Communication Capability of Rural Revitalization from the Perspective of New Media Audiences

在我国新闻传播生态中,主流媒体享有较高的政治话语权,信息集成度与传播的覆盖面也比较高,成为主导与维系媒介生态的“宏观尺规”,是国家意识形态的具体传播话语体现。文章从主流媒体的传播选择、受众对乡村振兴的认知行为以及乡村振兴传播对农民行为影响三个维度出发,力求从传播受众视角探究乡村振兴正面报道的影响因素,最终提出整合联动式传播以及自组织传播等乡村振兴传播力提升的路径。

In the news communication ecology of our country,mainstream media enjoys a high degree of political discourse power,and the integration of information and the coverage of communication are also relatively high,becoming the“macro scale”that dominates and maintains the media ecology,and is a con⁃crete manifestation of the national ideology’s communication discourse.The article starts from three dimen⁃sions:the communication choices of mainstream media,the cognitive behavior of audiences towards rural re⁃vitalization,and the impact of rural revitalization communication on farmers’behavior.It aims to explore the influencing factors of positive reports on rural revitalization from the perspective of communication audi⁃ences and ultimately proposes paths to enhance the communication power of rural revitalization,such as in⁃tegrated and coordinated communication and self-organizing communication.