第一,节目贴近性强,但权威性不够。农业节目的收视观众中农村居民居多、城市居民少,大体上是初中、小学文化居多,而高中以上、大学文化程度少,也就是说有话语权的、能左右购买力和左右政策走向的人恰恰是农业节目缺乏的收视观众。第二,节目通俗性强,影响力不够。农业节目大众化口语化强,故事性强,贴近民生和草根,绝大部分节目说百姓的话、叙百姓的情、议百姓的事,这是特色也是生存之本,但是贴近性不能带动权威性,更不能影响到有话语权的观众。因此农业节目要强调细化大众传播,要重 First, the program is close, but not enough authority. The audiences of agricultural programs are mostly rural residents and urban residents with mostly junior high school and primary school cultures. However, those with high school or above and less college education, that is, those who have the right to speak, are able to control their purchasing power and the direction of their policies Is the lack of agricultural programs audiences. Second, the popularity of the program is strong and its influence is not strong enough. The popularization of agricultural programs is colloquial and strong in storytelling style. Close to people’s livelihood and grassroots, the vast majority of programs say the people’s words, the feelings of the common people and the people’s things, which are both characteristics and the basis of survival. However, closeness can not lead to authority, More can not affect the voice of the audience. Therefore, agricultural programs should emphasize the refinement of mass communication, it is important