Research On The Creation And Dissemination Of Agricultural Television Programs In The Context Of Media Convergence

The issues of agriculture,rural areas,and farmers are fundamental issues related to national economy and people's livelihood,and they are also the top priority of party and government work.In China,agricultural television programs have always been an important channel for disseminating information on agriculture,rural areas,and farmers.At the beginning of China's agricultural television program,it was born to cope with the improvement of peasants,agriculture,and rural issues,and thus appeared unique characteristics and functions.As the process of social progress becomes deeper and more comprehensive,China's agricultural television programs are also thinking about how to strengthen the production of program content and the dissemination of the information of “agriculture,rural areas,and farmers”.Indeed,they have made breakthroughs in creation and communication.People's achievements,but in the face of a large number of high-quality works emerging in the television industry and a continuously integrated communication environment,agricultural television programs still have many problems worthy of discussion and research in the creation and dissemination.Paying attention to these issues can effectively solve the survival problems of agricultural TV programs and fulfill their functions.Therefore,exploring the creation and dissemination strategies of agricultural television programs under the media integration environment will be the inevitable way for Chinese agricultural programs to seek a sustainable development path.This article adopts a variety of research methods such as interview method,literature analysis method,case study method,experience summarization method and observation method.It sorts out the development status and existing problems of agricultural TV programs.In the face of the current reality,it explores different audiences.Or the creator's thoughts,combined with the case studies of agricultural television programs focusing on agricultural communication and the advantages of other television programs,put forward new ideas for the creation of agricultural television programs,and suggested the use of communication theory The dissemination strategy of Chinese agricultural television programs.This article starts from the two focuses of creation and dissemination,systematically sorts out the current status of China's agricultural television programs,analyzes the problems in the creation anddissemination of agricultural television programs,and mainly exists in the following aspects:the problem of content compilation and selection,The subject of the creative subject,the single means of media integration,the shallow level of integration,the gap between the creator,the audience,and the means of communication.Facing the current realities,the author closely explores the rationalization measures that can be taken closely with China's national conditions and closely connects with the reality of Chinese TV.The content is as follows: diversified narrative methods,diversified program formats,composite creative subjects,training composite talents,strengthening Enthusiasm for creative talents,the integration of the three networks to create a regional communication platform,and WeChat mini-programs: to expand agricultural program information channels,opinion leaders: to strengthen the influence of agricultural programs,and to stick to their responsibilities: to maintain the credibility of media communication,and to create specialized agricultural television program communication and integration Department of Media.Studying the creation and development of agricultural TV programs is part of agricultural communication.The functional attributes and social value of agricultural TV programs,and where agricultural TV programs should go in the increasingly competitive TV market,are worthy of in-depth consideration and discussion.Sufficient understanding and attention should be given.As a large agricultural country,the development of agricultural television programs has its unique innate advantages.It should have occupied an audience market,but the actual situation is different from what was expected.Furthermore,because it was not able to attract non-peasants in the early stage,Even the deliberate neglect and disregard of this group of people,thus causing China's agricultural television programs to lose a large number of viewing groups.In the future,the author will continue to pay attention to the development of media integration and the spread of agricultural television programs,and actively go deep into the peasants to understand their needs.I will also study communication in depth and apply it to practice on the basis of theoretical studies.