Flat Convergence And Continuous Use Of Rural Media

This thesis takes as study objects the personal WeChat public account “News in Fengquan” and the local government WeChat public account “Profound Virtues of Fengquan” that covers Z Village,Fengquan District,Xinxiang City,Henan Province.It attempts to describe the communication ecology against the new media backdrop,compare and analyze the differences between the contents of the two public accounts,explore the influencing factors of the continuous use of “News in Fengquan” by rural residents,and provide suggestions for rural policy dissemination and county-level integrated media center construction in combination with practice.The study uses the participatory observation method to observe the Z Village to understand the social,economic and cultural conditions of the village and the current policy dissemination ecology.It uses the questionnaire method to study the continuous use.It introduces such variables as information quality,service quality,personal need,stimulation,etc.on the basis of the expected confirmation model to find out the factors that lead to villagers' continued use of “News in Fengquan”.It uses the content analysis method to compare the differences between the two public accounts of “Profound Virtues of Fengquan” and “News in Fengquan” in terms of reading volumes,titles,etc.The study finds that,in the existing policy communication channels,the administrative level communication remains stable,and the new media has gradually become a key source for rural residents to obtain policy information.In addition,the study finds that motivational factors,information quality and service quality are related to the rural residents' continued use,and the stimulation factors are not relevant to continued use.“News in Fengquan” grasps the needs of users,information quality and service quality,and it integrates content,interactive forms and media to achieve a flat integration,thus breaking the tiered pattern of rural life and providing assistance for the change of rural life.The interpretation of the result in this paper is that the flat fusion of “News in Fengquan” is the reason why rural residents continue to use the personal WeChat public account.Flat fusion is different from top-down integration.It is based on the social platform,and,through integrating local information,streamlining communication tiers,spreading communication power and integrating communication forms,it fits the use motivation of rural residents and meets rural residents demand for information quality and service quality.