A Study on the Communication Strategy of Xinwen Lianbo on Rural Revitalization

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。