On Frames And Audience's Feedbacks Of Countylevel Converged Media's Anti-COVID-19 News Reports

Since the outbreak of COVID-19,China's county-level converged media have played their own advantages and made positive contributions to China's first major stage victory in the global fight against COVID-19.Based on the theory of social governance,using the research path from individual to general,taking the "anti-COVID-19" report of the We Chat public account "Xingguo Fabu" of the county-level converged media at the county level in "Xing Guo" as the research object,the content analysis method was used to explore the news frame characteristics of the We Chat official account's "anti-COVID-19" report,and the questionnaire survey and in-depth interview method were combined to explore the feedback of local urban and rural residents on the transmission effect of the We Chat official account,and on this basis,points out the existing shortcomings and improvement strategy.The content analysis shows that the "anti-COVID-19" report of "Xingguo Fabu" have significant characteristics at the macro,meso and micro frame levels.In terms of the macro framework,the report mainly focuses on the anti-epidemic deeds and promotes the positive energy of society,the first article has a high reading volume and takes into account the primary and secondary content.As for the meso frame,it mainly focuses on the frame of anti-epidemic deeds to highlight the anti-epidemic effectiveness,focus on authoritative and official mainstream media sources.In terms of micro framework,emphasizing positive reports and insisting on positive guidance,the presentation mode is dominated by pictures and text reports and the overall form is single.Audience research findings,the county-level converged media's influence in Xingguo urgently needs to be improved.Organizational communication is it's current main promotion channel,the audience has a strong demand for convenience service information,discourse expression and participation will be weak.County-level converged media is constantly improving and enriching service projects,however,there are still some shortcomings,such as aphasia in the early stage,weak interactive feedback,and the mismatch between the focus of the report and the needs of the audience.Based on the case study of "anti-COVID-19" report of "Xingguo Fabu",this paper puts forward several improvement strategies and suggestions for the construction and development of county-level converged media in China from three aspects of guidance,service and public trust.This paper argues that county-level converged media should pay attention to avoid losing control in the early stage,promote the timely and transparent communication mechanism,and enhance the guiding power by forming social recognition with high-quality content and geographical advantages.Focus on expanding the content of our services,create more channels for expression and participation to stimulate vitality,and strengthen public services based on the needs of the audience.It can also improve the social governance ability of the media with the linkage of departments,so as to realize the co-governance of the government and the people to enhance the credibility of the media.