A Study on the Communication Strategy of Xinwen Lianbo on Rural Revitalization: From the Perspective of Agenda-Setting Theory
Abstract
This study analyzes the communication strategy of Xinwen Lianbo on rural revitalization from the perspective of agenda-setting theory. Through content analysis of 427 reports (January 2023 to June 2024), it identifies a structural imbalance in agenda setting—overemphasis on industry and ecology, neglect of culture and organization—coupled with a lack of farmer subjectivity and critical depth. Optimization strategies are proposed to enhance communication effectiveness by diversifying, innovating narratives, and strengthening interaction.
This work is a phased achievement of the Tianjin Normal University Graduate Research Innovation Project "Research on the Communication Strategies of 'Xinwen Lianbo' in Reporting Rural Revitalization (2021–2025)", Project Number: 2025KYCX067Y.
本文基于议程设置理论，分析《新闻联播》乡村振兴报道的传播策略。通过对2023年1月至2024年6月427篇报道的内容分析，发现其议题设置存在“重产业生态、轻文化组织”的失衡现象，农民主体性缺失，批判性不足。研究从议题多元性、叙事创新性与传播互动性三方面提出优化策略。
本文系天津师范大学研究生科研创新项目《新闻联播》对乡村振兴报道的传播策略研究（2021-2025）的阶段性成果，项目编号：2025KYCX067Y。
Keywords
Xinwen Lianbo, Rural Revitalization, Agenda-Setting, Communication Strategy
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