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大众传播既有社会属性和文化属性,又有商业属性。媒介作为一种公共资源,社会各阶层应该平等享有大众传播媒介资源。然而,当前大众传播媒介资源越来越多被只占人口少数的“主流人群”或拥有较强经济、文化、政治等实力的人群所占有,因此,大众传播时代对“三农”问题的偏视问题愈发明显。这种忽视、误读及偏见现象引起了大众传播媒介的自我背离,腐蚀了大众传播媒介的构建,拉大了地域的差距。本文通过收集各省级电视台涉农栏目、邮政官方网站的邮发报刊目录数据库等,分析其在“三农”报道的数量、内容结构以及所构造的形象来研究大众传媒对“三农”的偏视问题,并对如何改善此状况提出了相关分析及策略。
The mass media has both social and cultural attributes as well as commercial attributes. As a public resource, all sectors of society should enjoy the mass media resources equally. However, at present, more and more mass media resources are occupied by only the “mainstream population” of minority population or the population with strong economic, cultural and political power. Therefore, The problem of partial preference becomes more and more obvious. This phenomenon of neglect, misreading and prejudice has caused the self-deviance of the mass media, eroded the construction of mass media and widened the gap between regions. This article analyzes the quantity, content structure and the constructed image of “Three Rural Issues” reported by the mass media on the basis of collecting the columns of the provincial-level TV stations involved in agriculture and the postal and press catalog databases of the official websites of the postal administrations. Agriculture ", and put forward the relevant analysis and tactics on how to improve the situation.