| At present,our country to build a well-off society in an all-round way into the run-off stage,the problem of "agriculture,rural areas and farmers" is referred to the unprecedented height,the news media in the "SAN nong" news propaganda work also endowed with more social responsibilities.Audience a better service for the agricultural reported subject,the author through understanding the last link in the process of mass communication and obtaining-information-Famers real contact preference information demand and the media contact behavior and the present status of the agricultural information dissemination media tgo area,clear its spread,for tgo local media channels of information selection and choice in the future to provide some feasible Suggestions.This article uses the content analysis method to study the agriculture-related reports of Tongliao Daily,Tongliao TV and Horqin Metropolis Daily,the three major media in Tongliao in 2017,and draws a conclusion that local media in Tongliao's local audience have large daily reports.the overall proportion of agriculture in the local media reported daily reports on the low side,both the front and imbalance,the report shows too little stiff mode,service information such as the conclusion.After conducting a questionnaire survey and interview survey on rural audiences in different regions of tongliao city,it is found that farmers and herdsmen have a higher demand for agro-related information than other types of information.Affected by geographical environment,production mode,social role,income level,education level,the influence of such factors as the sensitivity of the farmers to agricultural information and the demand is different,but the whole,farmers and herdsmen in agricultural prices,national demand for agricultural policy and agricultural market situation is particularly strong.Farmers and herdsmen in tongliao region pay little attention to the local mainstream media,especially the paper media.Most farmers and herdsmen believe that theydo not have enough media resources and effective information resources to meet their needs.Farmers and herdsmen have different attitudes towards the adoption of information from different sources,and are more willing to adopt agro-related information from sources like TV,followed by acquaintances(including village talents,village officials,relatives and friends).In terms of media usage habits,smart phones have become the most frequently used media for rural audiences.Its most common sources of information are television,mobile phones and acquaintances.In terms of media contact preference,farmers and herdsmen prefer to get information from TV,followed by mobile phone terminals.In the process of agro-related information transmission in tongliao area,traditional media communication channels fail and audiences are lost.The consciousness of media information service is weak,and reports related to agriculture are weakened.Media mirror distortion,public opinion supervision absence;Lack of mass communication,information supply and demand dislocation;Terminal penetration has failed to close the digital divide.According to the above problems,suit the measures,the author put forward several proposals to the mainstream media in tgo area: the active structures,many kinds of communication platform,the cross-border cooperation actively,make agricultural information sharing platform,with vertical services to attract users,realize information converted into cash;To strengthen service awareness,give sufficient attention to agro-related information,go deep into the grassroots,strengthen the construction of journalists and farmers and herdsmen information personnel;Balancing all kinds of information related to agriculture and increasing the proportion of supervision and reporting by public opinion;Define the audience orientation and establish the information feedback mechanism;The government has strengthened guidance,improved information infrastructure and strengthened information technology training for farmers and herdsmen. |
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