乡村媒介的社会传播与发展路径--基于2020年抗疫宣传中乡村广播的考察  

Social Communication and Development Path of Rural Media

作　　者：李琦[1] 刘豫 Li Qi;Liu Yu

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《传媒观察》2020年第9期24-29,共6页Media Observer

摘　　要：2020年初,中国大地暴发新冠肺炎疫情。在这场抗疫宣传战中,乡村广播重新焕发生机。它凭借着意见领袖的雄厚资本、霸权话语的强势引导与即时、灵活、伴随性强的媒介属性,成功地把握住了社会舆论脉搏,给予乡村民众情感抚慰,更鼓舞了抗击疫情的社会行动。基于乡村媒介助力乡村社会转型发展的现实需要,乡村广播亟待打破组织边界与媒介壁垒,开辟区域互联的广播系统,实现新旧媒体的深度融合。同时,为满足乡村民众自我表达的诉求,乡村广播应着力于传播内容的精准定位,在对农传播中发挥应有的社会功能。In early 2020,the COVID-19 epidemic broke out in China.In the anti-epidemic outreach campaign,radio broadcasting revived in the rural areas.Relying on the strong influence of opinion leaders,the effective guidance of overwhelming discourse,and the immediate,flexible,and accompanying media attributes,it successfully grasped the pulse of public opinion,gave emotional comfort to rural people,and inspired social actions to fight the epidemic.Based on the actual needs of rural media to help the transformation and development of rural society,rural broadcasting urgently needs to break organizational boundaries and media barriers,develop a regionally interconnected broadcasting system,and achieve a deep integration of new and old media.At the same time,in order to meet the expression demands of rural residence,rural broadcasting should focus on the precise positioning of the communication content,and play its due social function in rural-area-oriented communication.

关 键 词：社会传播 乡村广播 抗疫宣传 发展路径 

分 类 号：G206[文化科学—传播学]