Research On Reform Of Media's Three Agricultural Issues Communication Based On Farmers' Main Position

Current three agricultural issues are experiencing huge changes:agriculture is not only farmers' agriculture,agricultural managing body becomes multivariate,agriculture forms are various;fluidity of farmers gradually strengthens,and stratification phenomenon is obvious;compared with traditional rural society,current rural regional difference is a notable characteristic.The reform of three agricultural issues communication is inevitable based on present situation.Because of three agricultural issues communication has strong pertinence,it must service farmers firstly.From the aspect of maintaining farmers' main position,the basic thinking of three agricultural issues communication is to meet the demand of information consumption market so as to give full play of media.It starts with report innovation,improving the combination,structure and quality of report,balancing interests of farmers,government,media and other organizations so as to realize the real connection between supply and demand.Only from the view of information supply and consumption,the most important thing is to develop and implement umbrella model of information collection and release:the process of collection is to centralize many demand-sides to a certain supply-side,and the process of release is to disperse precisely from a certain supply-side to many demand-sides.But the three agricultural issues communication presents funnel-shape.The complex relationship of farmers,government and media with rights inequality and position disparity.Three agricultural issues communication is special.It can be seen from the impact by media ecology's specificity,characteristics of social publicity and government guidance is outstanding,and the surname of three agricultural issues communication is "Nong".It is fundamental to respect the subject position of farmers.In the process of reform,it must insist on communicate for farmers,optimize supply and demand,collaborate communicative bodies,insist on party's leadership.Maintain the symbiotic relations of government,farmers and media and to solve the problems:Firstly,mining farmers' demand adequately,including master farmers'demand tendency from public opinion field,building up information service consciousness for small group,cultivating farmers' new information orientation from development demand;secondly,promoting information product innovation hardly,including determine the information structure based on farmers' information demand structure,determine type of product based on farmers' elective tendency,determine product form based on farmers' in formation reception habits and ability;thirdly,exploring pluralistic information supply model,including whole media cooperative seamless coverage,media-digital network-social group linkage embarking,media-activity module combination,community media participatory communication etc.In every link of information communication,paying attention to new report demand of government and farmers in the "new normal" of economy,and new information consumption tendency and communication form development in new media ecology,and make full of new technology.This study aims at seeking a way of reform of three agricultural report,to elevate spreading capacity,leading-force,influence and public credibility of three agriculture report,to meet information expectation of farmers and government as demand,and to promote social effect of three agriculture report roundly.