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经历了20世纪80年代的快速崛起和90年代前期的辉煌,涉农传播1一度跌入低潮。进入21世纪,在新一轮的“三农”政策刺激下,涉农传播呈现明显的复苏态势。然而近年来,随着网民尤其是以智能手机为上网终端的农村网民快速崛起,涉农传播在步入一个全新发展空间的同时,也遇到了前所未有的困境。在这一时代背景下,传统涉农媒体该将如何转型和生存?涉农传播形态未来走向何方?中国农村是否会直接进入一个以智能手机为主要特征的移动互联网时代?城乡信息鸿沟会不会由此消弭?基于对这些现实问题的学术思考,本文从媒介发展学角度,对我国不同时期、不同形态的涉农传播模式和效果进行了全面梳理,试图在探寻我国涉农传播的基本特征和发展规律的基础上,结合南方农村报、湖北《垄上行》等媒体实践,对新时期涉农传播的未来走向作出初步的预测,以期对业界和相关主管部门打造更适合当前中国“三农”现实需要的涉农传播机制提供一定的参考与启示。
After experiencing the rapid rise of the 1980s and the glory of the early 90s, the agricultural-related communication 1 fell into a slump at one time. In the 21st century, with the new round of “three rural-agriculture” policies, the agricultural-related transmission shows a clear recovery trend. However, in recent years, with the rapid rise of Internet users, especially rural Internet users who use smart phones as their Internet terminals, they have also encountered unprecedented difficulties while entering a new development space. In this era, how should the traditional agriculture-related media transition and survive? What is the future direction of agriculture-related transmission? Will China’s rural areas directly enter the era of mobile Internet featuring smartphones? Will the urban-rural information gap Therefore, based on the academic thinking of these realistic problems, this paper comprehensively explores the modes and effects of agricultural-related communication in different periods and different forms in China from the perspective of media development and attempts to probe into the basic characteristics of agricultural-related communication in our country, Based on the development of the law, combined with media practices such as the Southern Rural Newspaper and Hubei Uprising, made preliminary forecasts on the future direction of the agriculture-related communication in the new period with a view to helping the industry and related authorities to create more suitable for the current “three rural areas ”Realistic needs of agricultural communication mechanism to provide some reference and inspiration.