| In 2016,the print media encountered severe risks and many traditional media were shut down.Among them,survival problems faced by media related to agriculture are particularly serious.Since 2018,four agricultural paper media at the provincial level,the rural newspapers of the Heilongjiang Daily Newspaper Group,the Gansu Rural News,the Xinjiang Rural News and the Beijing Suburb Daily,have ceased publication successively because of the failure to adapt to changes in the media environment timely.Media transformation is the only way to survive for traditional media during the change of environment,Provincial agriculture-related media is the bridge for the central government to issue policies related to agriculture,rural areas and farmers.It plays a role in spreading agricultural knowledge and safeguarding farmers' rights and interests and its appearance is tightly related to the development of the agricultural industry in local province.Anhui Daily Rural Version,as the authoritative agricultural paper media in Anhui Province which develops under the environment of ‘integrated media',actively transforms to meet opportunities and challenges.Anhui Daily Rural Version constantly seeks innovation,develops in-depth cooperation with agricultural-related units,and builds a "township and village integration" with the help of group's platforms.The self-created WeChat public account exerts a certain influence in the country,and its current circulation and economic benefits all rank the top.It is also at the forefront of the media industry as the vice chairman unit of the All-China Farmers NewsAssociation.This paper studies the efforts and attempts of the Anhui Daily Rural Edition for media transformation,sorts out the transformation in the development process of the Anhui Daily Rural Edition,and explores the integration of media Different approaches to the transformation of Anhui Daily Rural Version under the environment of ‘integrated media' through in-depth interviews,participatory observations,questionnaires and other methods.In the context of the integration,the specific performance of the transformation is investigated,and the impact of the changes in news production and thereporters and editors of the rural version of Anhui Daily is elaborated and studied.The first chapter sorts out the development of agricultural media chronologically.The current decline of the general environment has demonstrated that the development of agricultural media must rely on transformation.This content also serves as the background of the transformation of the provincial-level agricultural media Anhui Daily Rural Version.The second chapter summarizes all the aspects of the transformation of the Anhui Daily Rural Version by organizing the interviews of the supervisor of the internal departments of the newspaper office,and concluded the transformation in the aspects of newspaper management concepts,personnel structure,evaluation mechanism,business model,media form,etc.The third chapter analyzes the characteristics and shortcomings of the news production of Anhui Daily's rural version after the transformation through a participatory observation of the news production.The fourth chapter discusses the difficulties encountered by editors and journalists in the process of transformation and the views on the future transformation via the questionnaire about the effects on the reporters and editors.The fifth chapter discusses the difficulties based on the previous chapter's review of the transformation process of Anhui Daily's rural version.It summarizes the experience of transformation from the perspective of media integration,combined with the questionnaire survey of editors and in-depth interviews with the supervisor of the main departments of the newspaper.Based on the above investigation and inquiries,the author made some reflections and summaries on the current status of transformation related to agricultural media in the conclusion part,... |
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