TRANSFORMING PERCEPTIONS: THE ROLE OF NEW MEDIA IN REVITALIZING AGRICULTURE THROUGH INNOVATIVE TELEVISION PROGRAMMING

In the digital age, the media landscape has undergone a significant transformation, placing traditional mainstream media - particularly television programs - under considerable pressure to innovate to effectively convey essential values. The emergence of new media technologies has revolutionized the production, dissemination, and consumption of content, offering users personalized, timely, and interactive media experiences. However, excessive engagement with these technologies can lead to a state of information overload, impairing users' decision-making abilities and overall well-being. The lack of diversity and innovation in traditional media further complicates its ability to meet the evolving demands of modern audiences. A prime example of how media can reshape perceptions in traditional industries is the Chinese program “Let's Farm, Youth.” This initiative authentically documents the agricultural stories of young individuals, redefining the appeal of agricultural careers and demonstrating the potential for media to foster social engagement and industry revitalization. The program not only ignited public interest in agriculture and cultural tourism but also raised environmental awareness through various ecological initiatives. Despite encountering some controversies, its successful innovative model provides valuable insights for the development of other domestic variety programs.