CAJ | 학술논문

中国农民作为社会发展的重要推动力量，一直备受社会和媒体关注。以1979年1月1日至2008年12月31日《人民日报》头版农民个体形象报道为样本，笔者发现改革开放30多年来，《人民日报》作为宣传和解读农村政策的主流媒体，对农民个体形象塑造的密度，与国家对农村进行议程设置的强度正相关；以正面宣传为主，对农民个体形象的塑造总体上看以爱国奉献、勤劳智慧两种形象最为突出，但波动幅度也相对较大；所用体裁以消息为主，将普通农民置于报道主体位置。同时，《人民日报》关于农民个体形象的塑造也存在不足，主要体现在：过于强调政治性；过于强调正面宣传，一定程度上忽视农民弱势形象的实际；报道大多涉及公共领域，忽略农民生活中的私人领域。笔者提出主流媒体报道农民形象，应坚持正面宣传和传播正能量为主，但必须紧密结合农民的思想实际和生活实际；应主动服务好政府议程，但必须尊重农民在中国社会各阶层中的实际地位和诉求；应宣传农民在改革进程中的重要作用，但必须遵循新闻规律，做到政治性与新闻性的统一。
중국농민작위사회발전적중요추동역량，일직비수사회화매체관주。이1979년1월1일지2008년12월31일《인민일보》두판농민개체형상보도위양본，필자발현개혁개방30다년래，《인민일보》작위선전화해독농촌정책적주류매체，대농민개체형상소조적밀도，여국가대농촌진행의정설치적강도정상관；이정면선전위주，대농민개체형상적소조총체상간이애국봉헌、근로지혜량충형상최위돌출，단파동폭도야상대교대；소용체재이소식위주，장보통농민치우보도주체위치。동시，《인민일보》관우농민개체형상적소조야존재불족，주요체현재：과우강조정치성；과우강조정면선전，일정정도상홀시농민약세형상적실제；보도대다섭급공공영역，홀략농민생활중적사인영역。필자제출주류매체보도농민형상，응견지정면선전화전파정능량위주，단필수긴밀결합농민적사상실제화생활실제；응주동복무호정부의정，단필수존중농민재중국사회각계층중적실제지위화소구；응선전농민재개혁진정중적중요작용，단필수준순신문규률，주도정치성여신문성적통일。
In China,farmers play a very important role in the development of the country,and have re-ceived a lot of attention from the society and media as such.Renmin Ribao,as the mainstream media of propa-gandizing and interpreting rural policies,has positively advocated the life of the Chinese farmers.Taking the in-dividual farmer image depicted by Renmin Ribao from January 1,1979 to December 31,2008 as examples,the authors find that for nearly 30 years after China′s reform and opening-up,the density of shaping the image of farmers in Renmin Ribao is positively correlated with the intensity of national agenda for rural settings.Chinese farmers have been prominently depicted as patriotically dedicated,industrious and full of wisdom.But some-times the reports go far beyond.The news content is mainly informative.The ordinary farmers are placed on the subject position of the report.At the meantime,there are still some limitations in shaping the farmer images in Renmin Ribao.Too much emphasis,for example,has been placed on the political nature of the news;too much positive propaganda have led to the failure to report the real weak images of the farmers to certain extent;too many reports treat the farmers as a group instead of as an individual.The authors therefore state that a main-stream media should depict the farmer images positively in its report which is closely connected with the real thought and life of the farmers,actively serve the government agenda,respect the farmer′s status and appeal and propagandize the importance of farmers in the process of China′s reform,abiding by the news law and unif-ying politics and journalism.