Research On Influential Factors Of The Communication Capability Of Rural Television

Three Rural Issue(Agriculture,Rural areas and Farmers)is a fundamental issue for the steady development of China’s national economy and people’s livelihood,it plays a key role in China’s modernization drive and is also a weak link.With the deepening of farmers’ knowledge,rural urbanization and rural modernization,China’s rural society has gradually left the state of stagnation and backwardness,and presented a dynamic evolution process towards urban-rural integration and modernization.Therefore,the issue of "agriculture,rural areas and farmers" has become an ongoing issue.For more than a decade,the No.1Central Document emphasizes the construction of public cultural services in rural areas as the focus of TRI-work,the important role of mass media such as radio and television in rural cultural infrastructure and urban-rural information equity is self-evident.Dominated by the policy factor,the rural media in our country has mushroomed for a period of time.Now,some of them are unable to keep up with the rapid pace of media development and gradually decline.What they face is that the traditional media market suffers from the impact of digital communication,and they have to compete with other urbanized media to survive the media market.Nowadays,it is still necessary to discuss the construction of the communication system for rural television,the value is: The imbalance of regional development is a prominent problem in the process of Chinese social modernization,and it is even more pronounced in rural areas.The imbaliance development factors such as economy and education form the gap between the rich and the poor in media use.Therefore,the coverage of radio and television technology has been basically completed in China’s rural areas,is to maintain the basic guarantee of information transmission.Regional media and the spread of specialization for the content,can according to the regional rural development reality,information demand and media technology level differences with the spread of more targeted services,that is why even though in medium form diverse now,as the traditional media to the significance of agriculture television still cannot be replaced.In part of the research on media and rural society in China,the preconceived ideas are based on "modernization" and "development".Therefore,many empirical studies on rural areas show that rural television plays a positive role in promoting rural areas.In fact,the development of rural television media is restricted by many external factors.First of all,China’s communication resources to agriculture presents an overall imbalance between the large rural population base and specialized communication resources.Secondly,it is difficult for agricultural media to survive under the mixed system of "institution and enterprise management",and it is difficult for them to carry out specialized content production.On the basis of reflecting on the current situation and the limitations of social investigation in empirical research,Based on the concept of "communication capability",this paper establishes a theoretical basis applicable to the investigation of the communication effect of rural TV.The formation of media’s communication capability is influenced by multiple factors,among which the communication content is the core influencing factor for the media to exert its communication capability.On the basis of this view,taking rural TV media as the research object,combined with its special nature: To solve various problems caused by the heterogeneity and imbalance of regional rural development and provide professional information that serves the needs of regional TRI-problem and rural audiences.In this study,the regional and professional communication content is the decisive factor affecting the communication capability of rural television.This study combines quantitative research with qualitative research,HNTV-9 was selected as a typical case,focusing on the core issues of regional and professional communication content,this paper examines the effect of communication content on rural areas,and examines the effect of communication content on rural television.The study found that the communication capacity of rural television has not been effectively formed in rural areas.Imbalance and gap are the basic condition of the relationship between the transmitter and the receiver in rural communication.The lack of regional and professional communication content is the key factor affecting the weak communication ability.Its performance in:Firstly,the inversion of regional coverage of rural television media results in an overall low arrival rate in rural areas.Although China is constantly strengthening the construction of rural radio and television infrastructure,its original intention is to meet the most basic role of policy communication and ideological guidance,but it ignores the problem that rural television,a media serving "agriculture,rural areas and farmers",cannot be fully accepted in rural areas.The isolation of both sides leads to the media’s lack of understanding of the information needed in rural areas,the information needs of rural audiences are in a "false" construction,and the communication content shows the lack of attention to rural issues and professional deviation.In addition,the audience demand differentiation formed by rural social stratification has not been fully paid attention to,and they are regarded as a unified group in the content setting,presenting a single trend of communication content.Through the investigation of the situation and satisfaction of the rural audience,they generally do not have the habit of watching rural television,but the rejection this is not because of "labeling",on the contrary,they are full of expectations for the rural channel to provide them with more demanding and professional information.Thirdly,limited by the policy system,the forced demand for rural television is wandering between public welfare and utility,unable to insist on specialized and regional content production,there is no effective communication channel between television media and rural audiences,and rural residents have been in a passive position for a long time,which leads to their indifference and confusion to the expression of demand.The above factors caused the weak situation of rural television communication capability.When the supply of rural television cannot meet the increasing information needs of rural audiences,new media is spreading rapidly in rural areas,which greatly awakens the autonomy and self-expression desire of rural audiences and makes them leave.However,the impact of complex information environment on rural areas is reflected in the overall decline of their trust in media communication content.Under this trend,television should make full use of the trust advantage of rural audiences and strengthen the professional construction of rural television communication.Finally,based on the theory of two-step flow of communication,this study puts forward some suggestions on the regeneration and construction of the communication capability of rural television.The construction of rural television communication system in China should guarantee the right of speech of farmers,and carry out regional and specialized content production to help promote the development of "agriculture,rural areas and farmers".Under this mission,the national government should give more policy and financial support,it provides a favorable guarantee for the construction of public service concept for rural communication and the construction of rural cultural ideology in China.