Research On The Localization Content Construction Of Phoenix Network Hunan Channel

In recent years,the central media and portals have been actively building local channels to expand their influence in communications,but they are all facing localization issues.Phoenix Hunan Channel is one of the Phoenix New Media local channels.It has inherited the high-quality media genes of Phoenix New Media and played an important role in promoting the image of Hunan and spreading the local culture of Hunan.Facing the increasingly competitive media environment,phoenix Hunan Channel,as a local channel of foreign media,also strives to innovate in the field of content localization.At the same time,it makes use of Phoenix New Media matrix to build an all-media operation platform,expand communication channels,and increase competitiveness.Phoenix Hunan Channel has carried out localization of content construction in content production,content management and content communication,whose target audience is the mainstream middle class population in Hunan as well as other regions.Therefore,it focuses on no-controversial and advanced interest content,pays attention to the connotation of the humanities in the guidance,and emphasises on Hunan local cultural resources.Its content production can be divided into the reprint news and the originalnews.Phoenix Hunan Channel adopts the chief editor responsibility system in management and strictly abides by the management regulations of publicity department.In terms of content communication,it makes use of the all-media communication platform of the general channel to improve the efficiency and influence of information communication,and push the news that users are interested in or subscribe to in a personalized manner.As a result,it is proved to be a success in the construction of localized content,especially the local original program "wind live",which has brought huge flow to itself.Phoenix Hunan Channel is dedicated to its "public welfare" column,which has also expanded its influence.However,in terms of content production,there are still many problems,such as unclear division of work,limited local news,lack of deep thoughts in local cultural content,less content dissemination of new media technology and inadequate social media platforms,as well as limited audience interaction.The author suggests it to establish a clear division of the process,increase the proportion of original content localization,deepening local news and information on cultural content,strengthen local channel of "two micro end" operations,and enhance interaction with the audience.