A Survey On The Public Service Mode Of Chinese Agriculture Television

Because of the media regulation restriction, China does not have service broadcasting television. TV media in China, in addition to protect themselves in the market competition, also need to carry certain public service functions, but in the temptation of the economic interests, the pressure of market competition, the influence of media magnate and the median elitism, many of our TV media have given up the rural market, forgotten the social responsibility, and let the agricultural public service function keep weakening. In this paper, based on the theory of public service, took the agricultural television public service as the research object, took the Jing zhou television station "Farmland Horizon" column and the " Famland " channel ten years development as a case study, found that in China there are three public service modes of agricultural TV, and showed China characteristics in identity and public service idea.The first public service model is one-way, this is in the "Farmland Horizon" column ridge in early2002, in order to meet the information needs of farmers, make up a service model Chinese to the agricultural television resources shortage and proposed. The second is the public service mode in multi type, this is2005in a service model under the background of new rural construction "Farmland Horizon" column of the ridge. The third is the public service mode of stereo type.2009January8th,"Farmland" channel was born."The diversified service mode on the "Farmland" channel hand continues the "Farmland Horizon" column to broaden the service channel uplink, and strive to break through the TV channel limitations, beginning in the channel online communication, using the "ridge up" brand development of related industries, to create a service for agriculture three dimensional model of a transmission chain, service chain, industry chain composed of.In fact, the practice of agricultural public service channels for many years in the "Farmland Horizon" column and the " Famland " channel, the reporters also at continuously perfect and enrich themselves. From the beginning of the "journey", to become a "farm know-all" superior, from the media elite to the tanned "bumpkin", with the distance between farmers more and more close, they are no longer satisfied with themselves on behalf of the farmers, the waiter or neighbors, but to turn himself into the farmer. In view of this, Chinese to the agricultural television in carrying out public service idea, hand in a way to help farmers improve themselves, to realize self value; on the other hand, TV also from farmers benefit, make your soul to be sublimated; therefore, this can be considered for agricultural public television, Chinese service process, is the TV people and farmers mutual promotion, mutual and self fulfillment.In short,"public service" mode of "Farmland Horizon" column and the " Famland " channel is the passage of time, along with the social development and the state of the three rural issues attention degree deepening constantly change. From the one-way service model to meet the most basic information needs, from "diversified service mode of production and life", and then to the industry chain, service chain and information chain stereo service pattern to create the. The three pattern layer by layer, according to the change of rural society and the demands of farmers, the service has been continuously to the deep, the development of Xiang Guang. At the same time, the relationship between the agricultural television and farmers also in model upgrade in produced change, the behaviors are from the media active farmers passive, turn into a media and farmer interaction; in identity from the media subject-object of media and audience, the inter subjectivity.