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Based on qualitative & quantitative research methods, this article attempts to find out the farmers’ preference for TV programs, willingness of and demands for information service, thus, to provide the first-hand data for exploring the role of TV communication in New Rural Construction. The research shows: farmers like watching TV news, TV film and weather forecast best; communicating “cultural information” by TV has a significant influence on the farmers’ ideology change, rural civilization construction, etc. This paper puts forward: although TV is the major channel of acquiring information for farmers, TV isn’t everything, the function of TV program communication in serving rural areas should be envisaged; one-way TV information service mode can’t satisfy the farmers’ scientific technical information demand. The research suggests using the communication advantage of TV itself, bringing the role and orientation of TV information communication into play adequately, for improving rural people’s humanity quality and basic natural scientific literacy.

, authors=Ying TAN, authorsList=Ying TAN, authorCompany=null, correspAuthors=null, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1289654714354742070, articleId=1289654711414534963, tenantId=1146029695717560320, journalId=1149652312894775300, language=CN, title=农村公民人文科学素养的电视信息传播导向研究——从农民的视角, columnId=1289156595011658448, journalTitle=科普研究, columnName=研究论文, runingTitle=null, highlight=null, articleAbstract=

本文采用定量与定性相结合的研究方法，了解农民接触电视节目的行为偏好及其信息服务的意愿和需求，为探究电视传播在新农村建设中的作用提供第一手资料。研究结果表明，农民受众最喜欢看的电视节目是新闻、影视剧和气象预报；电视媒介传播“文化信息”对农民的观念改变、乡风文明建设发挥着举足轻重的作用。文章提出，电视虽是农民获取信息的主要渠道，可电视不是万能的，应正视电视节目服务农村的传播的功能；电视的单向信息服务模式不能满足农民的科技信息需求。建议利用电视媒介自身的传播优势，充分发挥电视文化信息传播的职能及其导向作用，提高农村公民的人文社科素养及基础自然科学素养。

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谭英，中国农业大学媒体传播系副教授，研究方向为传播与农村发展；Email：tanying@cau.edu.cn

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谭英，中国农业大学媒体传播系副教授，研究方向为传播与农村发展；Email：tanying@cau.edu.cn

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