电视媒体在农村公共服务中的缺失与对策  

On the Absence of TV Media in Rural Public Service and Its Countermeasures

作　　者：陈旭鑫[1] 

机构地区：[1]江西农业大学人文与公共管理学院,江西南昌330045

出　　处：《江西农业大学学报（社会科学版）》2010年第1期153-158,共6页Journal of Jianxi Agricultural University :Social Sciences Edition

基　　金：教育部人文社科基金项目(09YJC860015);江西省社科规划项目(08TW12);江西农业大学青年基金科研项目(2009)

摘　　要：通过定量与定性相结合的方法,着重就电视媒体在农村公共服务中的缺失与对策进行了一番梳理与探讨,并提出当前电视媒体及其从业人员有必要做好以下几方面工作:强化公共服务意识,主动服务"三农"建设需要;强化受众研究,从节目内容和形式等方面,有针对性地满足农村受众需求,增强媒体公信力;关注农村文化建设,夯实扩大受众基础。国家有必要以构建电视对农公共服务长效机制为抓手,多部门联动形成合力,发挥电视媒体在推动农村现代化进程中的积极作用。The paper,through both quantitative and qualitative analysis,explores the issue of the absence of TV media in rural public services in the hope of making some contribution to the theory and practice of television broadcasting.A TV station currently is managed the way businesses are while its personnel are considered government workers.This is considered the root to all the problems in TV media which include the shortage of agricultural programs,low influencing power of agricultural programs,the misplacement of supply and rural demand,weak service awareness,etc.Therefore,considering China＇s reality and the need of modern agriculture,TV media and its workers are expected to improve their awareness to meet the demand of agriculture,countryside,and farmers,further their study on the audience so as to enrich the content and forms of agricultural programs and increase its influencing power,and to follow closely the development of civilization construction in rural areas so as to attract a bigger audience.Meanwhile,the government should make joint efforts with different departments so that TV media will be able to play an active role in promoting agricultural modernization.

关 键 词：电视 新农村建设 公共服务 不足与对策 

分 类 号：F323.89[经济管理—产业经济] G229.23[文化科学]