| The update of internet technology has made webcasting a new format of development,and online promotion will bring new technical possibilities for helping agricultural development.The 19th National Congress of the Communist Party of China put forward the strategy of rural revitalization,and the 20th National Congress of the Communist Party of China further emphasized the need to give priority to the development of rural agriculture,firmly adhere to the bottom line of preventing large-scale poverty return,and solidly promote key tasks such as rural development,rural construction and rural governance.Based on the above foundation,in 2020,CCTV News took the lead in launching live broadcast activities to help farmers,which opened a new mode of live broadcast by mainstream media to help farmers.In practice,the mode of live broadcast of mainstream media to help farmers is a collaborative governance process under the leadership of the government,in which mainstream media,enterprises and farmers establish cooperative relations and jointly promote.Taking Z City of Hebei Province as an example,through on-the-spot investigation and in-depth interviews,it is found that the characteristic agricultural products in Z City have certain advantages,the tourism resources are abundant,and the mainstream media has great influence,which has the basic resources and conditions for the cooperative governance of the mainstream media to help agriculture.Through the analysis of the responsibilities of each subject in Z city,the collaborative governance structure of Z city is constructed,and the subjects are interrelated to form a common goal.In addition,G county with sufficient resources and Y county with insufficient resources are compared and analyzed,and their differences in SFIC collaborative governance model are summarized.Finally,through the analysis,it is found that there are still some problems in the collaborative governance of mainstream media in Z city,such as insufficient awareness of collaboration,weak leading ability,insufficient institutional force and anomie of collaborative process.In view of this,the following optimization paths are put forward:first,strengthen the coordination of rights information and enhance digital ability;The second is to give policy incentives and transfer rights;The third is to strengthen slow live broadcast and brand building,and optimize the evaluation feedback system;The fourth is to establish a trust and cooperation model and build a data sharing platform. |
