News practices | "Three -rural" reported transformation and quality

Author: Rural Public News reporter Guo Jie

Source: "All Media Exploration" May 2022 issue

Abstract: With the rise of new media and the increasingly diverse means of communication, the "agriculture and rural" reports show the characteristics of complexity, diversity and arduousness. In this context, how to strengthen and improve the "agriculture and rural" reporting methods, making news stories more lively, more affordable, and guiding is an important issue facing agricultural media.

Keywords: rural revitalization strategy; "agriculture and rural" report; new media

The mission and challenge of agricultural media in the new era

Nong is a state, and the Benkin Ning. The work of "agriculture and rural" is of great significance to promote economic development and social harmony. Agricultural media supports and focuses on "agriculture, rural areas" in the process of media integration and transformation. It should meet the development needs of the times, play the role of public opinion, and do a good job of "agriculture, farmers" news reports, and better promote the national strategy of rural revitalization. Implementation. However, the traditional "agriculture and rural" reporting method is far from adapting to the current public opinion environment. In the past, the service targets of the agricultural media mainly included party committees at all levels, agricultural departments, grassroots cadres, and ordinary farmers in the government, and the report was basically revolved around the production and life of farmers. However, with the rapid advancement of rural rejuvenation and new urbanization, agricultural management methods, production methods, etc. have undergone tremendous changes. The service targets also include "new farmers" such as agricultural entrepreneurs and agricultural products. The "problem of agriculture has expanded to many aspects such as the household registration system and the reform of the basic public service system.

In the new era, the news reports of "agriculture and rural areas" have put forward higher requirements -reporting classic experience and practices that emerge in rural revitalization and urbanization in various places. At the same time, with the rapid development of online media, the media integration has further deepened, and the agricultural audience has more information acquisition channels. Rumors and rumors are also mixed in the same public opinion field. Obligations, the audience is also easy to be misleading. For example, some self -media break the chapters of the media in the name of "new national regulations" and "interpretation of the central government" to confuse audiovisual, such as "the latest policies for rural demolition", "the city can also be divided into homesteads in the countryside", "the latest in the country" Regulations: From today, fake information such as the cancellation of Xinnonghe Medical Payment "has emerged endlessly in short videos, public accounts and WeChat friends circles. All these not only cause trouble and confusion to the lives and thoughts of agricultural audiences, but also bring hidden dangers and risks to the countryside. False information is blinded, and the audience is very easy to have unrealistic ideas. Some even use this as the basis to put forward unreasonable requirements. It has hindered the development of personal production decisions and the development of normal work at the grassroots level. Promotion.

Public opinion positions, if you do not occupy, others will occupy. The flood of false information in the countryside reflects the "agriculture and rural" news reports of agricultural media involved in agricultural media have not adapted to the new situation and new environment. The reporting methods and methods are still constrained by traditional methods, and their understanding and utilization of new media are also very limited.

The fundamental way of "agriculture and rural" reporting is the quality of the news

"Father of Communication" Weber Schram, etc. in the "Four theories of Newspapers": The media must provide "a report that the incident that day incidents giving it meaningful in the meaning of the meaning of the day". Essence For a long time, the "agriculture and rural" reports involved in the agricultural media have adhered to the principle of "objective reports" and pursued the audience as soon as possible "when and what happened." In order to ensure the authenticity of the news, the reporter should interview at least two sources of information. The source of information should be as independent as possible, and the reporter must adhere to the principle of "rather slow and fake".

In the era of the Internet, the biggest feature of new media came into being, and its biggest feature is "fast". The new media gets rid of the limitation of information dissemination in time, capacity, and tools. With the help of 5G, big data, cloud computing, artificial intelligence and other information technologies, the transmission speed of information is getting faster and faster, and information feedback has almost reached synchronization. Especially in recent years, the development of short video platforms such as Kuaishou and Douyin has given farmers in the hands of "microphones", and the spread of agricultural information has become faster. As a result, some people believe that the traditional "agricultural and rural" reporting methods have hindered the spread of information. However, the author believes that the traditional "agricultural and rural" reporting method and the new media are just contents and channels. If the two can complement each other, the traditional "agriculture and rural" reporting method can provide a longer end of the new media. Information. Especially when the "news" of fragmented, true and false sweeping the new media, the audience already had the consciousness of "let the bullet fly for a while" when they accepted the information. And all this is the new mission and opportunities of the "agriculture and rural": with original news with depth, analysis, and insight to win the audience and the market.

However, the "three -year -old" report must be rejuvenated, and the upgraded version of the "agriculture and rural" report must be created, that is, while the report is pursuing the "information quantity and the speed of communication", it will improve the quality of news. It is necessary to abandon those working reports without news value, "Four Seasons Songs" reports, and simple good people and good things. If such reports must be available, they can be transferred to the website and client of the media. Send more objective, authoritative, and deep "agriculture, rural areas, and farmers." These news not only tells everyone what happened, but also to give a banner and gather the people's hearts to guide everyone to understand the cause and consequences of the incident, understand and grasp the significance of news events.

The production of high -quality "agriculture and rural" reports that agricultural media has a unique advantage. In terms of resources, long -term news interviews have formed a good cooperative relationship with reporters and agricultural departments at all levels and townships, villages and villages at the grassroots level, which makes it easier for agricultural media to discover news clues and get first -hand materials. In terms of talents, reporters from the mainstream media -related media not only understand the party and government's policy, but also understand the pain points, difficulties, and excitement of grassroots work. As long as the direction is correct, the reporter can investigate and write carefully, and he can write fascinating heavy reports. High -quality "agriculture and rural" reports are also scarce products of new media. Through high -quality "agriculture and rural" reports, the true integration of traditional media and new media can be achieved. Of course, to achieve this effect, it is not to simply "copy and paste" the paper media reports to the new media, but the director of each exhibition. At the beginning of the news planning, according to the different characteristics of newspapers and new media, it is necessary to produce products with their own characteristics. For example, the newspaper should work hard on the depth and breadth of the subject matter, and tell the story of the "agriculture, rural areas" comprehensively and completely. The new media can "break" the content of the newspaper and re -arrange the combination to adapt to the characteristics of the "short flatness" of the new media. If the audience has further reading interest in the report, you can click the link to enter the paper media page for in -depth reading.

Some people may say that fragmented reading is now popular, and no one reads the articles. This is a misunderstanding of high -quality "agriculture and rural" reports. It is not a high -quality report that is not a half -version and the whole version of the report. Reports within thousands of words can also be high -quality. This highly condensed report will also inform the audience of "what happened", "What is the background and conditions", "What are the benefits" and "What will happen in the future." Because high -quality reports win the audience with in -depth thinking and simple expression.

Improving the affinity of "agriculture and rural areas" reports in integration and communication

Looking at the "agriculture and rural" reports, especially in deep "agriculture and rural" reports, it often gives the audience a feeling: it is not as easy and pleasant as the reports of entertainment gossip class, and it will even spend some effort. The author believes that the "agriculture and rural" reports must go far and spread widely. They need to give up the reporting method of "sitting in danger" and "evil", promote the supply -side reform of "agriculture and rural" reports, and learn to tell the story of "three rural areas".

First of all, we must change the discourse system of "agriculture and rural" report. For a long time, the "agriculture and rural" reports have been written in writing and the "institutional cavity", which makes some "agricultural and rural" reports appear abominable, and the information included is naturally difficult to reach the audience. It is precisely because of the lack of grounding and ears, and the "agriculture and farmers" reports are difficult to become a "explosive model" sought after by the public opinion field.

How can I tell the story of the "agriculture and rural"? How can we make the discourse system more agile? This is one of the basic skills that agricultural reporters should have. It can be seen from a large number of news practice that in order to improve the communication ability, you must provide a better reading experience for the audience.

In the news narrative, the simple, bright, relaxed and lively tone is easier to deeply penetrate. In 2021, the Rural Volkswagen News made such an exploration and achieved good results. At the beginning of planning, the "Hiking Great Wall" series of reports proposed as much as possible to avoid rigid and modified languages, and emphasized the beauty of the story and the beauty of the language. At the same time, pay attention to the visualization and image of the news, integrate text, pictures, and videos into one, and complement each other, so that the report has been widely spread.

In terms of reporting, it is necessary to win with a story. The group of "Squat Yimeng Mountain" truly reflects the news of farmers' hearts and runs out of the feet. There are both scenes of scenes and exquisite details. Each article is composed of multiple stories. These stories are strong with strong. The local atmosphere, the characters in the text are all dialects, not only to the key to the problem, but also the readers' hearts, showing the changes of Yimeng Mountain one by one in front of the audience, so that the audience can "understand" and "see through" "See it all."

In short, in the news report, "sitting in danger" and "grand crown" may not necessarily have credibility and communication, and mirroring may have unexpected gains. As an important producer of the "agriculture and rural" news, the agricultural media must first change the concept and use the "understanding" of the agricultural audience to tell the story to tell stories to make the report readable and readable. Secondly, supplemented by the new media's communication platform, the agricultural media involved in the agricultural media may be "re -entered" in the era of the noise of the harmonious media.

[references]

[1] Yan Qin. Be a good editor, first "speak" [j]. Media comment, 2019 (12): 38-40.

"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.

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