对农传播中的农民权益问题:基于受众本位论的分析

我国对农传播中农村居民的受众角色与地位一直是人们关注和探讨的问题。从受众本位论的角度来看,农村居民的受众角色获得及受众权利保障既具有可能性又具有必要性。在目前我国对农传播中农村居民受众角色缺席的背后,实际上是媒体责任和政府义务的双重缺位。承认且保障农村居民受众权利,本质上是对其公民权和公共物品选择权的尊重。实行多元治理与商业逻辑的协商与共谋,是确立农村居民受众地位和提高对农传播效果的必然之路。

Peasants' Rights and Interests in Rural Communication:An Analysis from the Audience-based Perspective

The role and position of the residents in rural areas have always been a topical issue in the field of communication studies.In this article,we analyze the possibilities and necessities of rural residents' achievement of their audience's role and the protection of their rights.We argue that the evasion of responsibilities in mass media and the government will result in the absence of rural residents' role as audience.In essence,recognizing and defending the rights of rural residents as audience means respec...