TITLE:
Local Narration and Rural Connection: A Study on the Locality of Agricultural Programs of Changxing Integrated Media
AUTHORS:
Yunxi Cao, Huijuan Tong
KEYWORDS:
Local Narration, Rural Connection, County-Level Integrated Media, Agricultural Programs, Locality
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.14 No.7,
July
24,
2026
ABSTRACT: As urban-rural interactions continue to deepen, the inheritance of local culture and the provision of rural public services have become core missions of grassroots media. Rooted in local communities, county-level integrated media acts as a crucial carrier for recording rural daily life and delivering indigenous voices. Among its diverse content forms, agricultural programs serve as the core approach for localized content creation and rural connection construction. Changxing Integrated Media has long devoted itself to grassroots content production. Its program Let’s Farm Together, focusing on agricultural production and rural entrepreneurship, has gained professional recognition for its distinctive local characteristics, making it a typical research sample for studies on county-level agricultural programs. Current academic research mainly focuses on the overall operational framework and communication mechanisms of county-level integrated media, while micro-level case studies of individual agricultural programs remain insufficient. Specifically, targeted research based on local narration and locality communication perspectives is still lacking. Taking Let’s Farm Together as the research object, this paper explores how county-level agricultural programs construct narrative expressions and realize rural group connection through localized content, and analyzes their core locality characteristics and practical value. The research findings aim to provide valuable references for the innovative creation and optimized development of similar grassroots agricultural programs.