Study On County-level Converged Media Centers Communication To Agriculture From The Perspective Of Affordances

county-level converged media centers is a mainstream media platform for connecting with the masses,serving the grassroots and exchanging information on "agriculture,rural areas and farmers".From August 2014 "about promoting the development of traditional media and new media fusion instruction opinion",to September 2020 "about accelerating the opinion of the media fusion depth development",from "push" and "fusion" to "accelerate","integrated development",to "accelerate","" depth fusion,media fusion depth development continuously,County-level media centers are flourishing under the guidance of national policies.By the end of 2020,county-level converged media centers have basically covered the whole country.From 2004 to 2022,the No.1 Document of the CPC Central Committee has paid continuous attention to the issues concerning agriculture,rural areas and farmers for 19 consecutive years,indicating that returning to the main discourse of agriculture,rural areas and farmers is the only way for rural revitalization.Under the background of rural revitalization and media integration,rural communication is an important way for media to assist government departments in promoting rural governance.It is of great significance to study the development status of county-level converged media in rural communication,such as exploring new paths with new media technology,integrating development achievements and challenges of converged media,etc.,for the functions complement,service optimization and communication effect enhancement of converged media at county-level.Based on the perspective of availability,this study took the column Beautiful Village as a specific case,summarized the communication advantages of Shanxian-converged media center from three aspects of production content,communication and technical support of agricultural communication,and found the existing practical problems.Through participatory observation and in-depth interview,the development overview,production process,broadcast data and feedbacks from urban and rural residents in the county of Beautiful Countrysideside are sorted out.The results show that shanxian-converged media centers plays a positive role in the publicity and guidance of digging good people and good deeds in rural areas,paying attention to and promoting agricultural technical achievements,and has a certain range of influence on agricultural communication.But at the same time,it also exposes the shortcomings of county-level converged media centers in content,capital,talent,technology and other aspects.county-level converged media center need to make continuous efforts in four aspects: platform construction,improvement of rural communication content,encouragement and guidance of audience participation,and promotion of media integration development.After completing the basic communication function,county-level media as grassroots media should build itself into "four-in-one media",in order to form a new communication pattern and make new contributions to the realization of agricultural and rural modernization and the promotion of rural revitalization.