中国“三农”网络舆情报告（2025）
| 书 名： |
中国“三农”网络舆情报告（2025） |
| 英 文 名： |
THE REPORT ON ONLINE PUBLIC OPINIONS ON CHINA’S AGRICULTURE，RURAL AREAS AND FARMERS （2025）
|
| 作 者： |
农业农村部信息中心 组织编写 |
| I S B N： |
978-7-5228-6221-7 |
| 丛 书 名： |
|
| 关 键 词： |
“三农” 网络舆情 粮食安全 农业强国 农业新质生产力 短视频 |
| 出版时间： |
2025年12月 |
中文摘要
2024年，我国粮食生产克服多重自然灾害影响迈上新台阶，脱贫攻坚成果持续巩固拓展，乡村全面振兴取得明显成效，农业强国建设迈出坚实步伐，为“三农”传播内容提供了源头动力。本报告对2024年“三农”网络舆情进行了多维度分析，全景展现2024年我国“三农”网络舆情的总体态势、行业特点、区域特征等情况，并对2025年“三农”网络舆情热点进行了展望。
本报告研究认为，2024年，我国“三农”领域网络舆论整体积极向上、氛围良好。全年舆情总量同比增长近三成，关注度进一步提升。从传播内容看，农牧渔生产与粮食安全、乡村振兴战略实施和农业农村改革发展是舆论重点关注的议题，党的二十届三中全会部署深化农村改革、全国两会上的“三农”话题、2024年中央一号文件发布、一揽子政策出台推动肉牛奶牛产业纾困等重大决策部署，吸引了舆论聚焦。欢庆第七个中国农民丰收节等活动、甘肃天水麻辣烫火爆网络等事件的关注度、参与度持续高涨，网红主播“东北雨姐”账号被封、开鲁县基层干部阻拦农民春耕等事件也引发网民讨论。从传播平台看，“三农”舆情传播的视听化、移动化传播特征进一步增强，八成的舆论声量集中在视频和客户端平台。从传播特点看，“三农”主流舆论场声量强劲，乡村IP产业赋能地方经济发展，“三农”人物闪耀舆论舞台，乡村发展内生动力与政府、媒体、电商等外在合力共绘“同心圆”，网络助农成效显著。
本报告开展了七个方面的专题研究。研究发现，农牧渔生产与粮食安全方面，我国粮食产量首次迈上1.4万亿斤新台阶、智慧农业等新质生产力的发展应用、“菜篮子”“肉盘子”的保障工作等受到舆论聚焦；乡村振兴方面，乡村产业发展水平不断提升，脱贫攻坚成果持续巩固拓展，宜居宜业和美乡村建设亮点纷呈，乡村善治善为成效显著；种业振兴方面，第三次全国农业种质资源普查显著成效获舆论积极评价，种业科技创新成果备受瞩目；农产品质量安全方面，全过程监管持续发力，农产品质量安全水平再上新台阶，重拳打击假劣农资护航农业安全生产，迅速处置质量安全事件稳定消费信心；农业农村信息化方面，智能化助力稳产保供显著成效备受肯定，数字乡村发展稳步推进，“数字游民”成网络热词。报告还对农业农村部网站引导“三农”舆论、涉农短视频舆情进行了深入挖掘分析。
在热点篇，本报告研选了2024年甘肃天水麻辣烫火爆出圈、湖南8个县焚烧秸秆、种植户朝拾玉米人群喷射加特林烟花、男孩辍学卖苹果供哥哥读北大系摆拍等不同领域典型事件进行深入解读。在区域篇，对江苏、江西、山东、广西、甘肃、宁夏、新疆等7个省（区）的2024年“三农”网络舆情特点和热点等进行全面分析。此外，本年度还拓展了国际视角的研究，收录了2024年境外媒体涉华农业报道、中非农业合作以及中国—中亚农业合作境外舆情分析三篇研究报告。
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