从《乡约》栏目看电视对农节目的创新
关键词：《乡约》；电视对农节目；乡土气息；娱乐元素
Analysis of the Innovation of Television Agriculture Program Based on "Xiangyue"
Abstract："Three-dimensional-rural-issues" is related to the development of the social development and the people's livelihood. The current agricultural programs have the problems of stale content, single form, rigidity, and single form of communication and so on. It is losing a large number of rural audiences because of lacking of innovation. In order to have the long-term development and better service to the rural audience, CCTV "Xiangyue" column has made out of an exploratory way. They pay attention to explore local sentiment and interesting elements in the program and to the civilian exchanges and multi-channel propaganda strategy, reflecting the variety of functions at the same time. This paper starts from the analysis of the success of the column, then puts forward five suggestions for agricultural program innovation, including local flavor, the story narration, entertainment elements, participation of the farmers, expanding the results of the broadcast, and the extension of the service.
Key Words: CCTV “Xiangyue”; agricultural programs; local flavor; entertainment elements
目 录
摘 要 1
Abstract 1
一、我国电视对农节目的发展概况 2
（一）电视对农节目的分类 2
（二）电视对农节目的受众特点 3
二、我国电视对农节目缺乏创新的主要表现 4
（一）节目内容乏 4
（二）农民式话语体系缺失 4
（三）表现形式僵化 5
（四）传播途径单一 6
三、央视《乡约》栏目的创新点解析 6
（一）乡土情怀的户外演播室，营造轻松的谈话氛围 6
（二）趣性的谈话内容，迎合观众的求乐心理 7
（三）平民化的交流方式，拉近与观众之间的距离 8
（四）多渠道的宣传策略，开拓品牌化发展之路 8
四、从《乡约》栏目看电视对农节目的创新途径 9
（一）体现乡土气息，提高节目的贴近性 9
（二）故事化的叙述手法，提升节目的可视性 9
（三）融入娱乐元素，增加节目的趣性 10
（四）设置农民参与式环节，调动农民的积极性 10
（五）拓展节目的播后工作，延伸节目的服务性 11
参考文献 13
从《乡约》栏目看电视对农节目的创新
目前我国电视对农节目的数量逐渐增多，但是农村受众的文化水平、生活阅历、理解能力并不高，使大多数对农节目出现了形式呆板、内容乏等问题，这也在一定程度上造成了农村受众对节目的距离感。对农节目的价值在于服务于三农，发展农村经济。电视对农节目要想更好地发展，更好地服务于三农，就必须实施一些创新策略，通过创新使电视对农节目更具有竞争力，也更好地为广大农民服务。
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