Research On System Of Agriculture TV Communication Based On The Audience-Centered Theory

To construct harmonious society should care for farmer interests and narrow the disparity between the rich and poor, urban and rural, rich region and poor region in the period of social development transition in China. To build new socialist country at this stage, it is imperative to improve farmer's diathesis. It is an effective measure by agricultural television to instruct and train farmers. Therefore it is great significant to research agriculture TV communication (ATC) system.The foundation of establishing systematic methodology is system science and communication theory. The paper, with the research methods of documents, questionnaires, interviews, demonstration, creative practice etc., deep and systematically studies the ATC system based on audience-centered theory that includes transmitter system, content system, communication channel system, audience-centered system, and then construct ATC system based on audience-centered theory.The paper includes 6 parts:Firstly, it, by analyzing questionnaire, discovers that agriculture TV cannot satisfy country audience needs, which embodies that agriculture TV channel, program and broadcasting frequency is lack and broadcasting time is shorter and not in hot time; the center of ATC is transmitter. The paper explains why agriculture TV lacks. From the perspective of communication discipline, the center of ATC system is transmitter, whose shortcomings are lack in audience needs analysis; transmitter decide the broadcast content and broadcast; the transmitter focuses on the economic benefits; from television discipline perspective, programming cycles are long, high costs, low returns and scarce in program resources. From the sociological view, the long-term urban and rural structure and system are the major cause to bring on differences between urban and rural television; to solve the problem that agricultural TV is lack, the fundamental way is to build ATC system based on audience-centered theory. The paper, based on systematically analyzing the audience, construct, with system method, the system suiting to the ATC, that is, transmitter system, content system, communication...