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对农传播中农民居于主体地位,在理论层面已经没有任何争议,但在现实操作中,农民实际上并没有得到充分的尊重与关照。广播电视自上而下的单向传播,缺乏交互机制,农民在对农传播中没有话语权,只能被动接受信息。农民与对农广播电视节目的传播者有效沟通的缺失,传播者“更多依照自身宣传需要入手选择传播内容、设置传播议程,最终导致传播的信息不能到达真正需要的地方,而真正需要信息的受众又无法取到相应信息的窘境”。①
There is no controversy at the theoretical level about the dominant position of peasants in the process of agricultural communication. However, in actual operation, peasants have not actually been fully respected and cared for. Radio and television from top to bottom one-way transmission, the lack of interaction mechanisms, farmers in the spread of agricultural no voice, can only passively receive information. The lack of effective communication between farmers and communicators on agricultural radio and television programs, communicators “more in accordance with their own propaganda needs to start to choose to disseminate content, set the communication agenda, and ultimately lead to the dissemination of information can not reach the real need, and really need information Of the audience can not get the dilemma of the corresponding information ”. ①