Study On The Communication Strategy Of Agricultural Science And Technology Program

Agriculture, countryside and rural problem are the key issues that related to overall situation ofChina especially in the social transition period. To address this problem we insist on the carrying outof multi-pronged and jointly management approach. Television as the important component ofgovernment public welfare should undertake the responsibility to improve farmers’ scientific literacy,enlightenment sense, and popularization of advanced agricultural science knowledge responsibility,respectively. However, currently the quantity and quality of agriculture science and technologyprogram (ASTP) in our country are not optimistic at present.This thesis mainly focus on the quantitative study, by using one thousand and two hundreds thirtyquestionnaires of TV viewing investigation on the ASTP, to discover the needs and satisfy of theprogram in audience, and analyze the behavior of audience viewing. With the survival anddevelopment of ASTP in the macro social environment as research starting point, this thesis discussesthe dilemma on survival and development for ASTP. This thesis discusses the main existing problemson agricultural science and technology feature program with the CCTV Technology Court as anexample. According to the existing difficulties and problems for ASTP, further discuss and analyze thecommunication strategy for this kind program. This thesis point out that the agricultural scienceprogram should change the non-public characteristic, and the government become the leader andinvestor of the program, in order to ensure normal running of program in policy and economic viaadministrative. Second, report the agricultural science and technology knowledge that are suit lineartransmission according to the audience’s requirement and the characteristic of television broadcast.Control the timeliness and scientific strictly of the program, and give full play to the advantages ofvisual images. Use the "close, simple, brief, accurate, and lively" TV language to express the ASTPvia a story way and pluralism creation technique to strengthen the broadcast effect of the program.Finally, we further discuss the development strategy of agricultural science and technology programunder the new media situation.