Research On Local TV Stations To Agricultural Communication Under The Changing Media Environment

From the times of interpersonal communication,the times of written communication,the era of electronic communication,and the era of digital communication,with the development of science and technology,the leading media of information communication has experienced changes from language to telegram,newspaper,books,and then to radio,television,computers and mobile phones.Since the reform and opening up,in the process of building a new socialist countryside,the rural areas have undergone tremendous changes.The leading media,such as radio,television and the Internet,have gradually permeated every link of the rural information dissemination.But even so,the process of rural informatization is still lagging behind in the city,the construction of rural infrastructure is relatively weak,information dissemination is relatively blocked,and information personnel are also seriously inadequate.All along,as the important tool of rural information dissemination,traditional media such as interpersonal communication,broadcasting,television and so on are no longer brilliant under the impact of new media.The rural audience changes the media information and the way of receiving media information.It also affects the ideological consciousness,behavior habits of the rural audience and the way of production and life.For a time,media transformation and media convergence have become the only way for the survival and development of the mass media.Through the research method of visiting in-depth interview in the field,this paper makes an analysis and Research on the Jingzhou rural information media,and draws the following conclusions:first,because of the rapid development of the Internet mobile communication technology,the new media has made a great impact on the traditional media,and the mobile phone has become the most used new medium,newspapers and broadcasting.The traditional media,such as television,can be carried and spread again by the new medium of mobile phone.Secondly,in rural areas,the resident population is mainly left behind children and empty nesters,which causes the poor literacy of the rural population,the lack of information knowledge,and the communication of rural information.Moreover,television is still the farmer's gain.The main source of information is the most authoritative and credibility in the hearts of rural audiences.This article holds that the traditional media is not passively affected by the rapid development of the new media.The difference between the two is only the different carriers.The traditional media do not need to be flocking to the new media and disarm and surrender.While strengthening the integration of the media,we should deeply investigate the demand of the audience,increase the output of the content and strengthen the quality of the content.Content orientation,with the loyalty and trust of the audience,will continue to consolidate the leading position in the rural information dissemination.