广东首创：“媒体+农业”赋能乡村全面振兴

Core Viewpoint - Guangdong is implementing the "Hundred Counties, Thousand Towns, and Ten Thousand Villages High-Quality Development Project" (referred to as the "Hundred Thousand Project"), with a focus on leveraging media to enhance agricultural product market systems and accelerate the construction of a modern rural industrial system [1][2] Group 1: Media Empowerment and Agricultural Development - The "Media+" model aims to connect various sectors including market, culture, life, industry, brand, technology, and think tanks, with the goal of achieving five major objectives by 2027: promoting consumption, foreign trade, cultural tourism, increasing farmers' income, and transforming media [2][3] - Guangdong has previously explored the "Media+" concept in agriculture, exemplified by the "12221" agricultural product marketing system, which integrates media as a crucial component [2][4] - The initiative is expected to redefine the role of mainstream media, transforming it from a traditional information disseminator to a comprehensive enabler of rural value [3][9] Group 2: Key Tasks and Strategic Goals - Eight key tasks have been identified, including enhancing "Media+Market" collaboration, promoting "Media+Culture" co-creation, and advancing "Media+Brand" effectiveness to boost local specialties [3][4] - The plan emphasizes the importance of integrating media resources to break down information silos in agricultural production and sales, thereby addressing challenges faced by farmers [8][10] - The initiative also aims to create new consumption patterns through cultural engagement, such as using documentaries to attract rural tourism [8][10] Group 3: Case Studies and Practical Applications - The success of the "Media+" approach is illustrated by the case of Xu Wen pineapples, which overcame a sales crisis through media intervention, leading to the creation of successful brands [7][8] - The establishment of the "Guangdong Prepared Dishes Export Industry Alliance" is another example, promoting the export of local products and enhancing the agricultural industry's global presence [5][6] - The "Oriental Love Fruit" branding for Guangdong lychees demonstrates how cultural narratives can enhance market appeal and drive significant sales [5][6] Group 4: Future Outlook and Systematic Changes - The plan is expected to institutionalize and normalize the "Media+" actions, leading to more globally recognized Guangdong agricultural products [8][10] - The initiative will also push for a transformation in media capabilities, focusing on content planning, data analysis, and cross-industry integration to cultivate a new generation of media professionals [10][11] - Overall, the "Media+" strategy is seen as a catalyst for both agricultural and media sector transformations, fostering a new phase of rural revitalization in Guangdong [8][10]