内蒙古广播电视台农牧频道发展策略研究

发布时间：2018-05-05 08:12

本文选题：三农信息传播 + 农牧频道　；参考：《内蒙古师范大学》2017年硕士论文

【摘要】：进入21世纪以来,传播技术不断更新换代,各种新兴媒体层出不穷。这些新媒体的共同特点就是,它们的目标用户大多是城市居民。因为这些人群拥有更高的消费水平,也是资本更加关注的热点市场。与此相对应的,农村在某种程度上成了被新媒体市场遗忘的角落。一直以来,“三农”问题都是我国各级政府工作中的重点和难点。做好农村信息服务、加速农村经济发展,让农民摆脱贫困既是实现小康社会的目标也是维持社会稳定的基石。具有更多公共服务性质的传统媒体在这方面有着无可推卸的责任。内蒙古广播电视台作为内蒙古地区最具影响力的电视媒体,于2016年3月1日创办开播了省级地面频道——农牧频道。这个频道对整个内蒙古地区的涉农涉牧信息传播具有非常重要的作用和价值。就全国来说,内蒙古地区的媒体发展水平比较落后,探索农牧频道的发展现状及问题,对自治区其他等级的电视媒体也具有一定的指导作用。本文以内蒙古广播电视台农牧频道为研究对象,通过对其运行现状进行深入分析,指出其在发展过程中存在的问题并提出了相应的解决办法。具体分为五个部分:第一部分,引言。主要提出了对农牧频道进行研究的命题:从理论和实践两方面归纳总结了农牧频道存在的意义;概括总结了当前内蒙古自治区内的涉农涉牧信息传播困境;阐述了本文所用到的研究方法与创新之处。第二部分,内蒙古广播电视台农牧频道开办背景概述。在这部分,对农牧频道开办背景进行介绍,从国家、自治区的政策支持和环境推动,电视台寻求自身发展和农村牧区受众对信息的需求等不同层面介绍了开办农牧频道的必要性。第三部分,内蒙古广播电视台农牧频道现状研究。介绍农牧频道目前的栏目设置、人员配备和发展计划,对频道现状进行客观阐释。并指出它的优劣得失及意义。第四部分,内蒙古广播电视台农牧频道存在的问题研究。本部分通过运用科学的分析方法,随机选取频道一周的播出内容进行总结和归纳,并通过对其微信公众号和官方微博的研究,指出农牧频道从开播以来存在的问题。第五部分,内蒙古广播电视台农牧业频道的发展策略研究。这部分通过总结全文列举了当前农牧频道运行过程中在理念、定位、机制体制变革等方面的具体应对方法,并分析国内其他同类性质地面频道的优势,为农牧频道提出符合其自身发展的针对性策略。
[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.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.24

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