当前“三农”传播的现状与问题探析

三农传播的现状主要表现为农村传播主体的传送者,大体上是一种精英主导下的灌输论者,农民接受外界信息能力整体偏低、接受信息严重不足;农村媒介系统依然是传统型的,使得农村信息交易成本高、信息流通迟缓、效率低下;落后的传统农村信息与来自城市的信息共存并激烈冲突着。相应的对策是:改变传播者的传播观念和传播方式,尽快提高农民的媒介素养和文化素质;增加对农村,特别是农村各类媒介系统的投入;改善农村信息质量,让先进的科技和文化成为农村信息的主流。

Present Communication Concerning Agriculture,Countryside and Farmers:Status Quo,Problems and Countermeasures

At present,the status quo can be described as follows: the senders are mainly indoctrinaters of elites,the farmers receive less information than they should;the media systems in the countryside are traditional; the information there is a combination of that from the city and that from the countryside that are combating with each other.The countermeasures are as follows: changing the concept and manner of communication,improving the farmers' media literacy;increasing the investment in all kinds of media systems and bettering the quality of information in the countryside,letting the advanced culture play the leading role.