Current Research On Media Communication Capability In Jilin Province

Through questionnaire survey,statistic analysis and field research,this thesis investigated the cognition and using habit of audiences in Jilin province about traditional and new media in order to explore the factors that affect media communication capability.Firstly,at the beginning,the thesis combined plenty of theories about the concept of media communication capability,trying to use scholars' different viewpoints as theoretical guidance for how the author put forward the method of elevating the communication capability of new media in the following parts of the paper.Secondly,the paper listed the improvement measures of traditional and new media and explored audiences' using habits and understanding of media functions about different media through combining local audiences' questionnaires.Then through multivariate regression analysis in questionnaire survey and statistic analysis,the paper made a thorough inquiry about the factors that affects the media communication capability in different forms according to the opinions of audiences in Jilin province.Meanwhile,by means of the field research about relevant media in Jilin province and summarizing the experiences about the building and development of current mainstream new media platforms,the author has found the shortcomings of current new media developing in the province and try to help them find the direction and methods of development.Finally,the research found that audiences have corresponding tendency about channels to obtain different information,new media has become the main channel of acquiring information while new media could not fully satisfy the audiences' needs yet.The thesis suggests that traditional media should try their best to innovate the talents of thinking and recruit professionals.Broadening channels to increase revenue,also,is the same important as serving the society based on the locality to enhance the ability of communication.