Public opinion observation | "Three -rural" information network dissemination in the context of rural revitalization

Author: Zhang Wei Xu established Volkswagen Newspaper Group

Source: "All Media Exploration" August 2022 issue

Summary: With the comprehensive advancement of rural revitalization, in recent years, a series of new changes have also undergone the spread of agricultural information network communication. The countryside has become a vast world of news reports. Agriculture has attracted much attention as the foundation of food security. Farmers have become important forces of information communication. The topic of "agriculture and rural areas" has continued to be widely concerned by public opinion. To this end, this article has observed and analyzed the recent communication of agricultural information networks from three aspects: information dissemination, media change, and social governance.

Keywords: rural revitalization; "agriculture and rural"; information network dissemination; governance

Information dissemination: the Internet is a media, and the things in the village are constantly "out of the circle"

The issue of "agriculture and rural areas" is a fundamental issue related to the people's livelihood. The Internet communication field of the Internet for a period of time has been particularly obvious related to the "agriculture, rural areas", and the continuous diffusion and fermentation of the topic of agriculture -related topics, involving food security, rural environment, grass -roots public security, rural revitalization, common prosperity, etc. topic. In the second half of the year, the topic of the "agriculture and rural areas" has not decreased, and many contents appear on the list of hot search on major platforms.

The rural positive energy surging network "large traffic". In early August, the "Village BA" in the rural basketball game of Taipan Village, Guizhou was very popular. On Weibo, Douyin and other network platforms, the keywords "Village BA" entered the hot list for many days, and the number of viewers accumulated more than 100 million online live broadcasts. 100 million times, continued to attract widespread attention and discussion. With the help of live and short videos, the popularity of rural basketball games reflects the strong needs of the vast rural areas for high -quality spiritual and cultural life, confirming the charm of basketball sports, and the epitome of the vigorous development of the mass sports in my country. After decades of rural basketball games, this summer suddenly became popular in the north and south of the river. There were assists in network communication and social media, and some netizens continued to pay attention to hot topics such as rural cultural revitalization and national fitness.

The agricultural public opinion highlights the shortcomings of grassroots governance. On August 2nd, a peasant in Ningling County, Shangqiu City, Henan Province was taken to the ground during the control of the epidemic, and was asked to do a review of all the villagers through a large speaker. Regarding this matter, the county staff responded that the village's epidemic prevention personnel used some simple and rude methods, but the starting point was good. The majority of netizens obviously did not recognize the "starting point is good". Similar things have appeared before. A farmer in Tangshan, Hebei, a peasant in Qian'an in Hebei was in a hurry to work in the epidemic prevention and control. He was seen and criticized by local inspectors. The old farmers were forced to criticize and apologize to the villagers of the villagers in the villagers in the village, which also caused online criticism.

Some agricultural information dissemination has complexity characteristics. In May 2022, a short video of "harvesting blue wheat for silage" attracted attention. The blue wheat that was in the grouting period was put down by mechanical stubble, which was surprising. After the video was widely reposted, it made the majority of netizens very puzzled: Is it true or not? Is it a market trend or an individual phenomenon? For a while, questioning continues. For 2022, the reason why these agricultural information -related information has received great attention is closely related to the international current situation (such as the rise in the Russian -Ukraine conflict and the rise in international agricultural products). At the same time, for domestic, when the epidemic prevention and control and stabilization of the two tough battles are also hard, it is also effortless to ensure that wheat stabilizer has become the most urgent food production task. In the face of such a situation, before the harvest of wheat harvesting, the green seedlings were obviously "running down" with the general situation where the silage feed. Under this situation, the Ministry of Agriculture and Rural Affairs issued a notice, requiring localities to further investigate various types of wheat destroyed wheat destroying wheat and other types of wheat, and discover the treatment together for illegal and illegal acts. Some provinces have also issued policies to prohibit wheat and sell silage.

Unexpectedly need to guide and guide public opinion. At the end of May 2022, 11 departments such as the Ministry of Agriculture and Rural Ministry and the Ministry of Finance jointly issued the "Guide to Preservation and Protection of the" Pinerial Basket "Products for the Preservation of New Crown Pneumonia". On the basis of meeting the requirements of epidemic prevention and strengthening self -protection, it is necessary to guide the majority of farmers to strengthen the production of "vegetable baskets" products. It is strictly forbidden to set up cards to intercept and disconnect the village at will for the reason for preventing epidemic prevention. Waiting for behavior. The seasonality of grain production is an important law of agricultural production. The spread of public opinion and agriculture -related information is superimposed, bringing passive work to the work of some departments. This "work guide" of relevant state ministries and commissions is undoubtedly strong.

Media change: mobile phones have become "new farm tools", more and more farmers who understand the Internet

Today, with the high popularity of the Internet, mobile phones not only become "new farm tools", but also dispel the dual structure of urban and rural areas from the Internet space, so that the vast countryside has become an active "ignored corner" in the previous information transmission. And positive existence. The 49th "Statistical Report of China's Internet Network Development Status" released by the China Internet Information Center (CNNIC) shows that as of December 2021, the scale of rural netizens in my country was 284 million, accounting for 27.6%of the overall netizens; , my country's existing administrative villages have fully realized the "village and village broadband", and problems such as difficulties in poor areas have been resolved. With the continuous penetration of the mobile Internet to rural residents, the proportion of rural minor Internet users through mobile phones reached 92.7% , Even 0.7 percentage points higher than cities and towns, rural minor netizens prefer to use leisure and entertainment applications such as short videos, and farmers are further promoting the growth of netizens and economic volume. It can be said that rural and farmers are accelerating the integration of online society. The "agriculture, rural areas" big data and the digital economy under their influence are becoming an important force for reorganizing production and living factors, reshaping the social and economic structure, and changing industrial competition pattern. The online media will not only produce new social groups, but also the re -construction of existing social groups, and form wider participation or intervention in reality, becoming part of the Internet social governance mechanism. For "farmers", as a social identity, as a "netizen" or "group" active in rural areas and agricultural fields, it is not a problem at the technical level through the network media to express interest and public participation. More and more farmers who understand the Internet "have become a key channel for farmers to participate in the society. The Internet has also become the" audio "of the" three -rural "issue and the" loudspeaker "requested by farmers. At present, online communication not only provides new platforms for grass -roots governance, but also provides new channels for the super traffic pool of "rural theme" to the Internet. With the help of short videos and algorithms, the narrative of "rural theme" is constantly renovated, and rural net reds have emerged, attracting society's attention. Especially as a popular vertical content category, "rural theme" is obtaining huge traffic and returns on platforms such as Douyin and Kuaishou. These "new farmers" can be proficient in using smartphones and the Internet, with stronger market awareness, bringing vitality to rural development.

Social governance: Improving ideological understanding and guiding and governance of agricultural information dissemination

The development of the Internet in rural areas and the transformation of farmers' use of the Internet, which shows great progress in society. "Internet+agriculture" has already spawned a new format and enables the comprehensive promotion of rural revitalization. However, some grass -roots government agencies that are directly targeted at farmers still have many problems in the Internet language context, especially lack of effective and efficient public opinion disposal methods, and sometimes make the work of "agriculture and rural areas" passive. In particular, some grass -roots cadres have the fear of "difficult things in the village", which are mainly reflected in four aspects: one is due to the long -term nature of grass -roots problems, and there is an inertia of "temporarily pressing"; the other is due to the complexity of the incident. Sex, there is an inertia of thinking of "ignorance"; third, grassroots cadres have a tendency to "do not pay attention and push up" for agricultural public opinion; fourth, they are not familiar with the laws of Internet communication, the laws of agricultural information network communication, and lack of need for necessary Guidance.

Overall, from the perspective of information governance and public opinion disposal, the principles of time, authenticity, initiative, and unified public opinion treatment are also applicable to dealing with and resolving agricultural public opinion. Come and consider.

From the strategic height of the "big of the country", it attaches great importance to ideas. The Chinese rice bowls must be in their own hands, keeping the bottom line of food safety, and comprehensively promoting rural revitalization, which is the "big of the country", which is also the particularity of agricultural information dissemination. Therefore, relevant departments and units must fully understand the rich connotation and practical requirements of the "big of the country", and attach great importance to the government -related information governance and guidance.

From the perspective of the "emergency offering", build a special early warning and disposal mechanism. It is necessary to strengthen the capacity building of the conflict at the resolution, increase the communication of agricultural information and public opinion monitoring in this system and the industry, and communicate with the competent department in a timely manner after discovering problems. The collection, editing, analysis, summary, and submission of "agriculture, rural areas" information, form a joint warning mechanism with mainstream media, and carry out special response under the framework of the rule of law. For major public opinion, research and judgment and disposal should be made in a timely manner. After the public opinion is calm, the tracking of relevant public opinion should also be continued to strengthen production guidance and law enforcement supervision to prevent similar incidents from recurring and fermenting.

From the perspective of "governing the country according to the law", focus on the role of public opinion. For public opinion hotspots, public opinion trends and related news reports, comments, etc., especially the hotspots of various types of signs and trends, relevant departments should strengthen research and judgment and analysis, and use public opinion guidance, actively intervene, and actively reduce the "heat heat. "". Local government departments should seek reflection in the disposal of agricultural public opinion, which is conducive to better development of the "agriculture and rural" cause, and use more scientific and effective means to do a good job of communication and management of agricultural information, further explore the grassroots governance model, and make the network correct Energy fills the countryside and realize the transformation of "governance" to "good governance".

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X.Pioneer in August 2021.The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

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