Observation And Research On The Main Models Of County-level Integrated Media Centers From The Perspective Of Media Ecology

With the advent of Web3.0 era,the power of discourse has heavily shaped the communication pattern of our country.The mainstream discourse system is facing a huge impact,even the risk of being digested.In order to occupy the highland of public opinion and keep pace with the times in the provincial communication system,the national mainstream media have carried out the way of media integration.After several years of efforts,the state-level and provincial and municipal media have basically completed the integration and upgrading,and the communication and guidance forces have been greatly improved.However,there are some problems in the county-level media,such as the decline of audience rating and the loss of audience,which are caused by the lack of communication power.As the most basic level in the mainstream discourse system,the communication power of county-level media needs to be improved urgently.To this end,in August 21,2018,General Secretary Xi Jinping proposed the construction of a county financial media center.So far,the wave of media integration has officially extended to the "third level".The construction of county-level financial media center is an important starting point for the deep integration of county-level media transformation and upgrading.Therefore,a vigorous construction of county-level financial media center has been carried out in all counties of the country.Based on the perspective of media ecology,this paper first examines the difficulties and problems in the construction of county-level financial media center.By introducing the theoretical framework of "internal ecology" and "external ecology" in media ecology,it is found that there are some problems in the construction of county-level financial media center,such as: awkward orientation of industrial structure,insufficient talent reserve,blind worship of technology,rigid system and mechanism,etc.Secondly,in the current fierce competition environment,this paper analyzes three main domestic construction modes of county-level financial media in China and the west,which are "provincial platform","county autonomy" and "group development",and selects the outstanding cases,combined with interviews and field research,in-depth analysis of its construction characteristics.Finally,on the basis of the construction experience summarized in the previous case analysis,this paper uses the three theories of "niche differentiation","niche symbiosis" and "building a healthy internal ecology" in media ecology to put forward countermeasures for the current county-level financial media center.In order to solve the current difficulties in the construction of county-level financial media center,win profit space at the level of independent operation,and finally upgrade to a new mainstream media in line with the needs of the Internet environment.