The Practice Dilemma And Optimization Strategy Of Mainstream Media On Agricultural Communication

With the vigorous development of technology,the propaganda context of agricultural communication in China has shifted from closed to open,and the expression channels of the audience have gradually diversified,sparking personalized demands.In the new communication pattern,there have been profound changes in the audience,channels,communication context,and even the direction of communication.The traditional methods of agricultural communication by mainstream media are no longer highly effective,and mainstream media need to use new media technology and combine their own advantages to continuously improve the efficiency of agricultural communication.Under the development trend of triple play integration,agricultural technology short videos produced by mainstream media have become an important practical battlefield for "short videos+agricultural technology information services".However,the current development of agricultural technology short videos is not satisfactory,presenting urgent problems that need to be solved.Further optimization is needed to achieve the shift of mainstream media towards agricultural communication.This article combines the innovative development of mainstream media in the process of agricultural communication,using agricultural technology short videos released by mainstream media as a case study.Through research methods such as content analysis and in-depth interviews,this article analyzes the practical exploration of mainstream media in agricultural communication in the new scenario of short videos,including the following four parts.Firstly,by clarifying the concept of mainstream media,clarifying the connotation of new mainstream media,and explaining the current practical requirements for the transformation of agricultural communication from traditional mainstream media to new mainstream media,the practical exploration of new mainstream media on agricultural communication in the new media environment is further subdivided by type,and the characteristics of new mainstream media on agricultural communication are summarized.Secondly,it is clear to take the agricultural short videos as a representative case to analyze the practical dilemma of the new mainstream media in agricultural communication.By selecting typical mainstream media accounts in Tiktok,the sample analysis of the agricultural short videos released by them is carried out,and the specific performance of the agricultural short videos produced by the mainstream media in the communication subject,communication content,communication form and communication audience is obtained.Once again,based on the results of in-depth interviews,this study analyzes the shortcomings of agricultural technology short videos produced by mainstream media in presenting themes,presenting content,presenting techniques,and interactive feedback.It further explores the underlying reasons for the problems from four aspects: the weakening of mainstream media roles,the lack of innovative services in content,the impact of digital algorithms,and the lag in farmer centered practices.Finally,in response to the practical difficulties faced by the new mainstream media in agricultural communication,optimization suggestions are proposed from four aspects: role awareness,content form,management,and policy measures.At the role awareness level,the new mainstream media should strengthen the transformation of role awareness,meet the role expectations of the audience,shift from "opinion leaders" to "participants",and from "gatekeepers" to "new gatekeepers",From a one-way "communicator" to an interactive "new media person",from an "agenda setter" to a "public opinion guide";At the level of content form,through precise positioning of needs,innovative dissemination of image,and balancing the new and mainstream content;At the management level,with advanced technology as support,optimize the reform of media mechanisms;At the level of policy measures,improve the construction of talent echelons,enhance the media literacy of farmers,and ultimately complete the comprehensive transformation of mainstream media in new thinking,new content,new forms,and new production mechanisms.The mainstream media has always been in a process of mixed old and new,dynamic evolution towards agricultural communication,and the rapid development of new media has put forward new practical requirements for the role of mainstream media towards agricultural communication.Among them,agricultural technology short videos are an important practice of mainstream media in agricultural communication in the new environment.The creators of short videos are the key starting point for agricultural communication in the new media environment,determining the quality and quantity of information content.The transformation of mainstream media in the new context is both an opportunity and a challenge,and it is still necessary to better improve oneself and enhance role abilities in practice.