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Local radio and television media "embedded" rural revitalization mode

April 23, 2020 03:28 Source: "China Social Sciences" April 23, 2020 Total 1913 Author: Chen Limin

　　my country's media has been incorporated since its rise in 2014 to the national strategy for more than five years。According to the "China Media Integration Development Report (2019)", it is displayed，At present, the integration of Chinese media has spanned the difficult start period，Enter the fast lane，But there are still many problems。It can be said，my country's media integration has entered the "Reform Deepwater Zone"，An important subject of the integration of the media -radio and television media is also in the critical period of change。Central and some provincial radio and television media have obtained a fusion first advantage for the advantages of resources，Hall of the communication system。and most of the city、Local radio and television media represented by the county，Under the condition of limited resources，How to find strategic opportunities，Embeds yourself "embedded" itself，This is the top priority to improve the level of integration。You can take the current opportunity for rural rejuvenation，Motivation of the media fusion logic with the main contradictions in rural revitalization，Expand at the level。

　　Micro level: Empower the main body of the village revitalization to change the communication mode

　　Since the 19th National Congress of the Communist Party of China, the rural revitalization strategy has been promoted since the national strategy，Mainstream media has helped，Express the sense of responsibility of the media。But in this process，The media should not be satisfied with the presence of policy propaganda、Achievement Show Role。and should just seize the opportunity，The change of the character "embedded" where，Take the opportunity to improve the integration ability。For local radio and television Bet365 app download media，Policy、Funds、Human manpower cannot be compared with the central level of the shoulder、Provincial Radio and Television Media，But in the "embedded" rural revitalization，But with its unique advantages。One is geographical advantage，The geographical distance between local radio and television media and the countryside and the emotional connection based on this is more closely。The second is the policy advantage，Current，The state has also given corresponding policy support to the construction of local -fusion media，In particular supporting the construction of county -level meling media。So，Village revitalization can become a new opportunity for local radio and television media to achieve integration，The key question is how the local radio and television media "embedded" itself in the rural revitalization strategy，This is a question of the construction of an innovative path system，Concerning factors，The value logic of the integration of the media is connected with the main contradiction in the current rural revitalization，Perform the layers in the part。

　　From the micro level，To be aimed at the individual，Stimulate the motivation of the information production of the main body of the countryside，This will change the closed traditional local radio and television media、One -way information communication mode。For rural rejuvenation，"Discovering the subject" is an important proposition。Communication scholar Sha Yan thinks，The real subject of rural revitalization should not be external blessing forces such as merchants、Capital, etc.，Instead, it should include old villagers、Diverse subjects including new villagers，Among them, the old villagers are familiar with the village，Including returning entrepreneurs、Intellectuals、Artist、"New Villagers", including media people, have resources。What the radio and television media should do is to stimulate the ability of rural revitalization, bet365 best casino games especially "new villagers"。

　　Specifically，It is to stimulate the desire of the main body of the villagers，Transfer from "external vision" to "internal vision angle"。Reports from traditional radio and television media are basically "outer vision angle"，The achievements of rural development as "outsider"、Question Settings，Followed by planning、Production、Late period、The production process broadcast at a fixed moment，Is a more unidirectional、closed、Passive communication mode。In the new media environment，The main body of rural revitalization is "empowerment" after technology，The desire to spread is strong，They are the "insiders" of rural communication，Knowing and having natural emotions in the countryside，Their labor story、Life experience、Survival Wisdom、Emotional emotion can be "self -prosecution"，and radio and television media need to do，It is to use preliminary fusion results，The main body of rural revitalization has shifted from "recipient" to "heir" to empower，Help them improve their communication ability、Build a communication platform、Grasp the Communication Border，Help them incorporate "words" into more mainstream、More influential media narrative。

　　Local radio and television media should respect the communication needs of the main body of rural revitalization，Stimulate and empower it for a wider socialized production，to release more communication energy，Make rural transmission more timely、True、Multi -dimensional、stereo。In this process，Local radio and television media effectively played the role of "empower" role of rural revitalization and communication subjects，It also broke the transmission mode of the traditional radio and television media to some extent，Realized information value co -creation。

　　Middle viewing level: embedded in the rural industry chain to innovate profit model

　　At the level of view，We need to embed the rural industry chain to innovate profit model，That is, market demand -oriented，The main industry chain Bet365 lotto review embedded in the revitalization of the countryside，This breaks the value creation mode of traditional radio and television media that simply rely on advertising income。The essence of rural revitalization is industrial revitalization，No good industrial economic support，Rural revitalization lost the foundation。The main source of income from the traditional radio and television media is advertising support，Facing the significant decline in advertising revenue in recent years，Seeking a new profit model is imminent。The two have a broad connection space in this regard。Radio and Television Media can use its own advantages，Cooperate with relevant local departments，Docking with various social resources that can empower rural revitalization，transformed into a local economic potential、Effective pushing hands to create local economic characteristics。Actively create a unique "radio and television+rural cultural tourism", "radio and television+rural characteristic industry" mode，Help local economic revitalization。

　　In this regard，Hunan Satellite TV's "Rural Partner" program model provides effective reference。It is a Chinese first rural revitalization culture documentary program jointly created by Hunan Radio and Television and Hunan Cultural Travel Hall，It successfully "convened" the local party and government department、Villagers、Entrepreneurs、Cultural Tourism Experts Four Categories of "Partners"，Villages with different resources for Hunan，In -depth investigation and industrial positioning。Based on this，Internal and external efforts to jointly develop the cultural tourism industry，This optimizes the local real estate structure，Empowerment of rural economic development。Another，Local radio and television media can also join for the e -commerce platform，Based on local characteristic industries，Create the "Radio and Television+Rural E -commerce" bet365 live casino games model，Become a promoter of a rural brand。

　　It is worth emphasizing is，Facing active industrial individuals in various fields in rural areas，Local radio and television media can also use content production、Communication advantage，Establishment of MCN mechanism (abbreviation of Multi-Channel Network)，This is a highly industrialized content organization model that is more popular at the moment，It can efficiently connect the producer and the platform，Uniformly set the content、Operation and Management，Then ensure high content、Continue、Output stably。In the current live broadcast boom，Great economic value creation of Internet celebrity，Some provincial and municipal radio and television media with strong market consciousness have been at the forefront，Through the establishment of the MCN mechanism，Effectively embedded in various industrial chains，Continuously build a new trust intermediary of industrial supply and demand- "Internet celebrity" group，I also found a new way of value creation in the new environment，It is undoubtedly an innovation of a profit model。

　　Macro level: Promote rural governance to highlight the unique social value

　　At the macro level，Local radio and television media integration should take cultural revitalization as a destination，Become a powerful promoter of rural social governance，This can improve the status of radio and television media in the entire social structure and social system。The main goal of rural revitalization is to effectively improve rural governance capabilities、Build a livable place with cultural attraction。Radio and Television Media used to be mainly from the industry、Public service perspective participates in local governance，If various "news operations" are carried out，Cooperation with the policy of party committee and government，Even in a certain period of time, a certain effect，It is also difficult to transform into a long -term mechanism for rural governance。This also reflects that the radio and television media have not stood at Bet365 lotto review a certain height，The relationship between the construction of the radio and television media and the rural governance and rural social development。

　　The 19th National Congress of the Communist Party of China clearly proposed "Create a social governance pattern for co -construction and co -governance sharing"，This also provides clear ideas for rural governance，That is to stimulate the effective participation of multiple subjects，Forms a governance synergy in dynamic collaboration。and the radio and television media in the process of this process is large as a space。Current，Local Radio and Television Rong Media already has government services、E -commerce、Online Education、Medical、Entertainment and other functions，These functions are closely related to the production and life of the people and social governance。But radio and television media should not only stop here，Should also continue to upgrade the service、Character and function，Fit in the direction of becoming a comprehensive information platform of rural social governance and the "recruiter" of rural social governance diverse subjects。It needs to use its own credibility and connection ability，Continuously build a mobile network for rural governance，Play an indispensable role in rural governance。

　　Except the above measures，You can also set up a governance physical alliance、Develop think tanks and other methods to assist the rural improvement of the effectiveness of governance，To promote the formation of excellent rural governance culture。So，Local radio and television media can "embed" themselves in depth and effectively and play an irreplaceable role，Then improve the status of rural governance structure and the entire social system，For local radio and television media，This is the real integration upgrade。How about the value of local radio and television media in the future，It depends on the value value it in different social structures and bet365 best casino games situations、Industrial value、The common ability of social value。

　　(This article is the State Social Science Fund project "Evaluation and follow -up research on the effect of new media for the spread of agricultural policy under the strategy of rural rejuvenation" (19BXW073) phased results)

　　(Author Unit: School of Humanities and Communication, Shandong University of Technology)

Editor in charge: Changchang