A Research On The Influence Of Converged Media Centre

The advent of the mobile Internet era has totally changed the media communication landscape.The failure of communication channels and the massive loss of users bring traditional mainstream media down from the pedestal.Not only facing a crisis of survival but also gradually losing the initiative in the field of public opinion,which directly affects national security and stability.Against this background,the reform of media integration is imperative.In the image of the top-level design of the country,the county-level Convergence Media Center,as the "last mile" of the grassroots touched by the reform,the historical position determined that it should not only reconstruct the convergence communication system but also extend to become the mainstream media's grassroots public opinion position,grassroots service platform,and grassroots governance platform.A year after proposed construction of county-level Convergence Media Center,the author set HeFeng county,which is typical,representative and daring to try and foretasting as the sample.Based on the top-level design expectations to comprehensively investigate on the county-level Convergence Media reform practice,acknowledge the progress of the reconstruction of its communication system,grasp the construction status and effect of grassroots public opinion positions,service platforms,governance platforms.Rely on this process,the experienced can be tapped,the problems can be found.Logically,improvement strategies can be proposed.At present,single indicators such as "distribution volume","viewing rate" and "click volume" cannot fully evaluate the communication effect of the county-level convergence media center.This research refers to the " Uses and Gratification Theory","information processing theory" and "secondary communication theory",references the "media influence" evaluation index system to conduct a comprehensive investigation of Hefeng County Convergence Media Center.According to the guidance of the top layer and the actual situation at the grassroots level,the author innovates the four-dimensional indicators of “ breadth factor,depth factor,reliability factor,height factor” in the media influence evaluationsystem into a five-dimensional system,which includes “breadth factor,depth factor,reliability factor,enthusiasm factor,thickness factor".And based on this new evaluation system,through questionnaire surveys and field surveys,a comprehensive judgment on the influence of the Hefeng County Convergence Media Center has been carried out.The survey results indicate that the typical experience of Hefeng County Convergence Media Center in system reform and channel construction is worthy of promotion and reference.However,problems such as serious homogenization of content,serious and cold appearance,lack of core brand,weak ability to guide public opinion,and imperfect service function still exist.In view of the above shortcomings,the author puts forward strategic suggestions such as reshaping collecting and editing processes,innovating integrated thinking,building a core brand,enhancing guidance abilities and creating a service platform.Finally,it is looking forward to providing reproducible and referenceable experiences for the county-level convergence media centers around the country.