Research On Agricultural Content Production Of County-level Integrated Media

The "Three Rural Issues" have always been a top priority in the work of the Party and the government.Since 2004,the Central Committee of the Communist Party of China has issued 20 consecutive central documents guiding work on the "Three Rural Issues",demonstrating the Party Central Committee’s clear attitude towards strengthening work in this area.The guidelines proposed in the 20 th National Congress report of the Communist Party of China,such as "comprehensively promoting rural revitalization",have pointed the direction for rural work in the new era.As a new task and requirement put forward by the Party Central Committee,county-level integrated media has the unique advantage of geographical proximity and is an important means for media integration to extend to the grassroots rural areas.It is the link connecting the last mile of the grassroots in the "Three Rural Issues" work and an indispensable positive force for promoting the rural revitalization strategy.Taking the integrated media in Huaxian County,Henan Province as a research case,this article mainly uses research methods such as content analysis,participatory observation,and in-depth interviews to conduct in-depth field research on the agricultural content production process and model of Huaxian integrated media.The eight-month practical learning period is theorized and output.By analyzing the agricultural content production characteristics of Huaxian integrated media from the aspects of the number,genre,expression form,theme,reporting tendency,text content,and dissemination effect of its agricultural reports from 2020 to 2022,combined with practical experience,this research explores the practical problems and social contradictions in the production of agricultural content by county-level integrated media and proposes corresponding improvement suggestions.The study found that Huaxian integrated media plays an important role as a communication hub between the government and the people.It pays great attention to originality in agricultural content production,and focuses on reporting and creation around the "Three Rural Issues",forming a development path with agricultural reporting as the core.However,there are also problems in its agricultural reporting production process,such as imbalanced reporting themes and marginalized groups being neglected;limited editorial thinking and serious homogenization of content;unscientific production mechanism and unbalanced talent development;weak public opinion supervision and insufficient "Three Rural Issues" service functions.Therefore,this study suggests that in future agricultural content production,attention should be paid to balanced reporting content and comprehensive presentation of rural stories;user thinking should be strengthened,and narrative strategies should be transformed;production chains should be optimized,and talent assessment and training mechanisms should be improved;public opinion supervision should be strengthened,and constructive agricultural reporting should be done well.The role of county-level integrated media in helping the last mile of rural revitalization and empowering the solution of the "Three Rural Issues" should be fully utilized.