| As CPC Central Committee looks on three-dimensional rural issues as a top priority to the work, propaganda to agriculture ought to be a high priority area attaching great importance by Chinese media, and concern for three-dimensional rural issues is the conscience and responsibility of TV people. At present, China has only 5 TV channels for agriculture including CCTV 7. In the face of dizzy and too many entertainment programs, as well as increasing commercialized television market, we must serve, foster and help the farmers, rural areas, agriculture production, which is our responsibility. But actually, the weakness of peasants in economy has makes them become the disadvantaged class in the mass media. Therefore, service for agriculture and propaganda for agriculture makes many people helpless. Because peasants is the disadvantaged class in society, they live a poor life, at same time, they are likely to feel self-humiliation mentally quite a number of which lack the desire to get rich and the needs for information services. So the key to solve the three-dimensional rural issues lies in increasing revenue of peasants, elevate their social status and stimulate their information need. To let peasants watch more TV programs needed, faced up the social disadvantaged group, we must insist on the nonprofit of the media and social responsibility than before. Policy explanation and intellectual support should be provided for building new socialist countryside, implementing scientific concept of development and constructing harmonious socialist society.At present, the whole society's sense of paying attention to three-dimensional rural issues is stronger and stronger, and its voice is higher and higher, therefore under the realistic conditions, the importance and imminence of propaganda for agriculture is obvious. There are 1.3 billion people in China, 800 million of which are in rural areas, accounting for 64% of the total population.As the mass media regarding spreading advanced culture as its own duty, TV medium wants to shoulder up the important mission to satisfy the peasants' viewing desire and demand, as well as from the implementation of the "three represents" important thought. It must reverse the notion highly valuing rural city and lowly countryside, and set up the thought of serving for rural area , agriculture and peasants, base itself upon which, three-dimensional rural issues are promoted to be resolved, at the time of transmitting information, knowledge, enriching and amusing peasants' life, enhance concern and guidance on agricultural production, intensify reports on agricultural restructuring and rural industrialization process, strengthen reflection and attention in rural life and living conditions of peasants, which will embody more emotion for peasants and humanistic care. By this, our country's attention and inclination for three-dimensional rural issues are fulfilled for our audience and peasants. Let peasants watch more TV programs which they need, indeed realize the public voice guarantee that radio and television serve three-dimensional rural issues, makes contribution in reinforcing building of rural culture and put forward construction into a well-off society. Chinese rural society in the period of transition can not separated from television mediaBy forum, interviews, questionnaire ,sample surveys and other methods, the paper demonstrates and analyzes the status quo of Chinese TV media' programs about three-dimensional rural issues ,viewing, the position of audience, the construction of media channel, then reaches a conclusion. That is, TV media should give first priority to social benefit and social responsibility, and insist on the unification of social and economic benefit; Break through peasants' weakness in discourse, resulting from urban-rural dual structure pattern; make great efforts to create media credibility, and build fine atmosphere for public voice in which harmonious socialist society is constructed. |
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