农地流转的政策议程与媒体议程研究*——基于1978—2018年报道的实证分析

RESEARCH ON THE POLICY AGENDA AND MEDIA AGENDA OF AGRICULTURAL LAND TRANSFER*——AN EMPIRICAL ANALYSIS BASED ON THE REPORT FROM 1978 TO 2018

关键词:  农地流转政策议程《人民日报》媒体议程政策启示

Key words:  farmland transfer  policy agenda  People′s Daily  media agenda  policy implications

摘要:

［目的］改革开放以来，农地流转作为中央农业农村改革的重要问题，受到政府当局和媒体的广泛关注，关于农地流转的政策议程和媒体议程是如何演进的？他们两者的关系又怎样？弄清这些问题有利于正确定位媒体作用，促进农地流转政策设置、实施的科学合理性。［方法］文章基于1978—2018年全国农地流转政策数量和《人民日报》报道数量，首先梳理了农地流转政策议程、媒体议程的演变，进一步通过格兰杰因果方法对两个议程间的互动关系做出实证检验。［结果］农地流转的政策议程和媒体议程互为影响，其中媒体议程无论是长期还是短期都能够对政策议程产生显著性影响，而政策议程仅在中长期显著影响媒体议程。［结论］政府应与媒体的合作积极引导媒体规范化以发挥宣传、监督作用，加强媒体对特定农地流转政策的跟进，并通过媒体的“中介”作用促进农地流转政策设置及实施的科学合理性。

Abstract:

Since the reform and opening up, agricultural land transfer as an important issue in the reform of the agricultural field has received widespread attention from government and the media. How the policy agenda and media agenda of farmland transfer have evolved? What′s the relationship between them? Understanding these issues is conducive to correctly positioning the role of media, and to promoting the scientific setting and implementation of agricultural land transfer policy. Based on the number of agricultural land transfer policies and the numbers of People′s Daily reports from 1978 to 2018, this article first summarized the evolution of agricultural land transfer policy agenda and media agenda, and then used the Granger causality method to make an empirical test of the interaction between the two agendas. We found that the policy agenda and media agenda of farmland transfer had influence on each other, and the media agenda had a significant impact on the policy agenda no matter on long term or short term, and the policy agenda significantly influenced the media agenda only in the medium and long term. The results shows that the government needs to guide media to play a propaganda role and a supervision role by cooperating with them. Media should strengthen following up on specific agricultural land transfer policies, and play an intermediate role to improve the scientificity and rationality of policy setting and implementation of agricultural land transfer.