A Study Of Communicational Abilty Construction Of Provincial Agricultural Channels In The Omnimedia Era

Provincial Agricultural channels play an important role in agricultural communication, agriculture and rural services in China. The development of new media brings new challenges and opportunities to the development of provincial agricultural channels. To enhance the communication ability is an important way to meet the challenge and seize the opportunity. Under such circumstances, this paper aims to study how to look at the broadcast of provincial agricultural channels in the omnimedia era,and how to measure and estimate the communication ability of provincial agricultural channels, so that we can learn more about enhancing communication ability of provincial agricultural channels in the omnimedia era.Compare to the current arguments on the definition of the communication ability of media, this paper aims to define the concept of communication ability based on the analysis of the concept of communication. According to the concept of communication,the communication process includes two aspects: the effective dissemination of information to the audience and its effect on society. Based on these two aspects, this paper believes that communication ability should include both communication capability and influence, the former refers to the capability of the effective dissemination of information to the audience, including the media's own strength, information capacity and information transmission ability. The latter refers to the social effects caused by the dissemination of information, including the impact on the audience and social impact on the society.Based on the definition of the communication ability, combined with relevant theories such as media convergence, integration of news and omnimedia, according to the characteristics of the provincial dissemination of agricultural channels, this paper has constructed evaluation indicator system of communication ability of provincial agricultural channel. In this paper, the expert evaluation method and analytic hierarchy process are applied to determine the weight of the evaluation indicator system of provincial agricultural channel. Finally, on the basis of the analysis of the current problems of rural communication of the provincial agricultural channels,this paper proposes the method to improve the communication ability of provincial agricultural channels.