Sight Of Television On The Development Strategy Of Agricultural Spread Of Interpersonal Communication

The "three-dimensional rural" issues,as the top priority, has always been the work of the CPC Central Committee,and the rural society is inseparable from the television media in a transitional period of China. Spread to the rural people is very important , and concern for the" three-dimensional rural" issues is the conscience and ponsibility of Chinese journalists. China is a large agricultural country, it has more than 1.3 billion people, 800 million in rural areas, accounting for 62 percent of the total population, and most of the rural area have rich resources of the ratings in theory. But the reality is that as a result of farmers economically disadvantaged, they become "vulnerable group" in the composition of a mass audience, agricultural programs also becomes a marginalized minority programs, particularly the imbalance in decision-making information. Today, countries in the strong solution to the three-dimensional rural isses, and promote mass media coverage, the promotion of new rural construction, interpersonal communication in rural areas is still effective dissemination of information in a relatively advantageous position. In other words: TV, as so-called "the strong media" to agricultural people, plays an important role in the entertainment in the rural areas, it's function in the information transmission area does not play very well. Television media which commits to disseminate the status of farmers does not work very well.China's modernization can not be separated from the rural areas' urbanization and modernization. Only rural urbanization, and modernization can turely realize China's modernization. The information media act an important role in the changes of the rural areas. This article exposes the analysis of the spread of agriculture on China's TV media from the perspective of Communication Studies. The "three-dimensional rural" issue and rural development of the TV industry have been outlined, and combined with the reality from the perspective of interpersonal communication conducted on the spread of television media on the status and problems of agricultural research, at the same time, this article analyzes from the living environment from the media, the status of rural farmers as well as the mentality of geopolitical, have a blood relationship and close sense of identity, the timeliness of feedback on interpersonal communication patterns prevalent in the rural areas and so on."The mass communication combines with the interpersonal communication brings new ideas to the people,and persuades them to use such an innovational and effective way." The mass media, especially the television media should be grafted the advantages of interpersonal communication mode to the mass communication, such as simple and flexible, adequate information , timely feedback and so on, and make some changes , let farmers to see more television programs in particular decision-making,information-related programs they need, change and strengthen the dissemination of television media on the status of agricultural. In a word:this article draws the conclusion of the television media to disseminate agricutural people based on the model of interpersonal communication from the perspective of Communication Studies: the government should give stronger support to the television for the agricutural spread, follows the market-oriented to market-oriented path of development, fosters and strengthens the role of opinion leaders actively, feedback timely, enhances the relevance and effectiveness of the programs, relying on the native culture in rural areas and reflecting proximity, make sure that the television programs adapt to the agricultural people, and enhance the farmers' information literacy.