本文選題：三農(nóng)信息傳播 + 農(nóng)牧頻道��； 參考：《內(nèi)蒙古師范大學(xué)》2017年碩士論文

【摘要】：進(jìn)入21世紀(jì)以來,傳播技術(shù)不斷更新?lián)Q代,各種新興媒體層出不窮。這些新媒體的共同特點就是,它們的目標(biāo)用戶大多是城市居民。因為這些人群擁有更高的消費水平,也是資本更加關(guān)注的熱點市場。與此相對應(yīng)的,農(nóng)村在某種程度上成了被新媒體市場遺忘的角落。一直以來,“三農(nóng)”問題都是我國各級政府工作中的重點和難點。做好農(nóng)村信息服務(wù)、加速農(nóng)村經(jīng)濟(jì)發(fā)展,讓農(nóng)民擺脫貧困既是實現(xiàn)小康社會的目標(biāo)也是維持社會穩(wěn)定的基石。具有更多公共服務(wù)性質(zhì)的傳統(tǒng)媒體在這方面有著無可推卸的責(zé)任。內(nèi)蒙古廣播電視臺作為內(nèi)蒙古地區(qū)最具影響力的電視媒體,于2016年3月1日創(chuàng)辦開播了省級地面頻道——農(nóng)牧頻道。這個頻道對整個內(nèi)蒙古地區(qū)的涉農(nóng)涉牧信息傳播具有非常重要的作用和價值。就全國來說,內(nèi)蒙古地區(qū)的媒體發(fā)展水平比較落后,探索農(nóng)牧頻道的發(fā)展現(xiàn)狀及問題,對自治區(qū)其他等級的電視媒體也具有一定的指導(dǎo)作用。本文以內(nèi)蒙古廣播電視臺農(nóng)牧頻道為研究對象,通過對其運行現(xiàn)狀進(jìn)行深入分析,指出其在發(fā)展過程中存在的問題并提出了相應(yīng)的解決辦法。具體分為五個部分:第一部分,引言。主要提出了對農(nóng)牧頻道進(jìn)行研究的命題:從理論和實踐兩方面歸納總結(jié)了農(nóng)牧頻道存在的意義;概括總結(jié)了當(dāng)前內(nèi)蒙古自治區(qū)內(nèi)的涉農(nóng)涉牧信息傳播困境;闡述了本文所用到的研究方法與創(chuàng)新之處。第二部分,內(nèi)蒙古廣播電視臺農(nóng)牧頻道開辦背景概述。在這部分,對農(nóng)牧頻道開辦背景進(jìn)行介紹,從國家、自治區(qū)的政策支持和環(huán)境推動,電視臺尋求自身發(fā)展和農(nóng)村牧區(qū)受眾對信息的需求等不同層面介紹了開辦農(nóng)牧頻道的必要性。第三部分,內(nèi)蒙古廣播電視臺農(nóng)牧頻道現(xiàn)狀研究。介紹農(nóng)牧頻道目前的欄目設(shè)置、人員配備和發(fā)展計劃,對頻道現(xiàn)狀進(jìn)行客觀闡釋。并指出它的優(yōu)劣得失及意義。第四部分,內(nèi)蒙古廣播電視臺農(nóng)牧頻道存在的問題研究。本部分通過運用科學(xué)的分析方法,隨機(jī)選取頻道一周的播出內(nèi)容進(jìn)行總結(jié)和歸納,并通過對其微信公眾號和官方微博的研究,指出農(nóng)牧頻道從開播以來存在的問題。第五部分,內(nèi)蒙古廣播電視臺農(nóng)牧業(yè)頻道的發(fā)展策略研究。這部分通過總結(jié)全文列舉了當(dāng)前農(nóng)牧頻道運行過程中在理念、定位、機(jī)制體制變革等方面的具體應(yīng)對方法,并分析國內(nèi)其他同類性質(zhì)地面頻道的優(yōu)勢,為農(nóng)牧頻道提出符合其自身發(fā)展的針對性策略。
[Abstract]:Since entering the 21 st century, communication technology has been constantly updated and various new media have emerged in endlessly. The common feature of these new media is that most of their target users are urban residents. Because these people have higher consumption level, is also the hot market that capital pays more attention to. Corresponding to this, the countryside has become a corner forgotten by the new media market to some extent. All along, the issue of agriculture, rural areas and farmers has been the focus and difficulty of government work at all levels in our country. To do well the rural information service, accelerate the development of rural economy, let peasants get rid of poverty is not only the goal of realizing the well-off society, but also the cornerstone of maintaining social stability. Traditional media with more public services have an unshirkable responsibility in this regard. As the most influential television media in Inner Mongolia, Inner Mongolia Radio and Television Station launched the provincial terrestrial channel-Agriculture and Animal Husbandry Channel on March 1, 2016. This channel plays a very important role and value in the spread of information about agriculture and animal husbandry in Inner Mongolia. As far as the whole country is concerned, the level of media development in Inner Mongolia is relatively backward. Exploring the current situation and problems of the development of agricultural and pastoral channels will also have a certain guiding role for other levels of television media in the autonomous region. This paper takes the Inner Mongolia Radio and Television Station as the research object, points out the problems existing in the development process and puts forward the corresponding solutions through the in-depth analysis of its running status. It is divided into five parts: the first part, introduction. The thesis mainly puts forward the proposition of research on agricultural and pastoral channels: summing up the significance of the existence of agricultural and pastoral channels from two aspects of theory and practice, summing up the current situation of agricultural and animal husbandry information dissemination in Inner Mongolia Autonomous region; This paper expounds the research methods and innovations used in this paper. The second part, Inner Mongolia broadcast television station agriculture and animal husbandry channel start-up background outline. In this part, the background of the agricultural and pastoral channel is introduced, from the policy support and environmental promotion of the country and autonomous region, This paper introduces the necessity of setting up agricultural and pastoral channels from different aspects, such as TV stations seeking for their own development and the needs of rural and pastoral audiences for information. The third part, Inner Mongolia broadcast television station agriculture and animal husbandry channel present situation research. This paper introduces the current column setup, staffing and development plan of the Agricultural and Animal Husbandry Channel, and gives an objective explanation of the current situation of the Channel. It also points out its advantages and disadvantages and its significance. The fourth part, Inner Mongolia broadcast television station agriculture pastoral channel existence question research. This part uses the scientific analysis method, randomly selects the channel one week broadcast content to carry on the summary and the induction, and through to its WeChat public number and the official Weibo's research, points out the agriculture and pastoral channel since the beginning of broadcasting the existence question. The fifth part, Inner Mongolia broadcast television station agriculture and animal husbandry channel development strategy research. This part enumerates the concrete countermeasures of the current agricultural and animal husbandry channel in the process of operation, such as concept, orientation, mechanism and system reform, and analyzes the advantages of other similar terrestrial channels in China. For the agricultural and pastoral channel proposed in line with its own development of targeted strategies.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G229.24

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