论文部分内容阅读
在城市化转型背景下农民受众群体信息渠道多元化,传者多元化、农民接受资讯的场景多样化等,对传统对农传播策略提出严峻挑战。本文认为,“互联网+农业”背景下对农微信传播转型应秉承4C传播策略:一是契合变迁社群,从传统农民变迁到聚焦城乡受众;二是契合接受场景,从围观资讯到设计体验;三是注重内容关联,从呈现信息到嵌入痛点;四是注重节点连接,从梗阻“最后一公里”到中介引领。
Under the background of urbanization transformation, peasant audiences have many challenges, such as the diversification of information channels, the diversification of diversification of peasants and the diversification of information reception by peasants. This paper argues that in the context of “Internet + Agriculture ”, we should adhering to the 4C communication strategy: First, change the community, from traditional farmers to focus on urban and rural audiences; the second is to accept the scene, from onlookers information to design Experience; Third, focus on content, from the information to the embedded pain point; Fourth, pay attention to node connections, from the obstruction “last mile ” to the intermediary to lead.