Study On The Communication Power Of Mainstream Media In Guizhou

Since the reform and opening up,the economic volume of Guizhou Province has continued to expand,the comprehensive strength has significantly increased,the overall rise of the economy and society has driven cultural prosperity,and the colorful Guizhou culture has gradually received attention at home and abroad,and the resulting "colorful Guizhou" cultural brand image has gradually been effectively constructed and spread.As the regional brand of Guizhou Province,"Colorful Guizhou" is an important part of the cultural soft power of Guizhou Province,not only an integral part of regional economic development,but also an important support for the external image and dissemination of Guizhou Province.In recent years,after all-round media reports and multi-channel dissemination of information,"Colorful Guizhou",the province's cultural brand started to be gradually known,"Colorful Guizhou" contains beautiful scenery and humanistic landscape has also been repeatedly reported by domestic and foreign media.Nowadays,the development of the Internet and the rise of new media are pushing the media to undergo continuous transformation and upgrading,and the whole media field has undergone radical changes in a short period of time,and the promotion of the image of "Colorful Guizhou" is also facing new opportunities and challenges.The article mainly studies the "Colorful Guizhou" image coverage of Guizhou provincial media in 2018,using the media fusion index system constructed in the "2018 China Media Fusion Communication Index Report" and the "2019 National Party Newspaper Fusion Communication Index Report" as the main reference standard,integrating the development of the new news ecosystem and the actual development of mainstream media in Guizhou,and using a mixture of quantitative research on content analysis,qualitative research on text analysis,as well as supplementary survey method and in-depth interview method.The article uses the four provincial mainstream media in Guizhou province-Guizhou Daily and its new media matrix,contemporary Guizhou and its new media matrix,Guizhou Radio and Television and its new media matrix,Colorful Guizhou Network and its new media matrix-as the research object of this article,takes the image of "Colorful Guizhou" as the content of the study and the communication power as the target of the study,expresses their respective communication power through the specific data on the content of "Colorful Guizhou" in different media,different fields and different channels,grasps the ways and means of the mainstream media in Guizhou to show the connotation of "Colorful Guizhou" and construct the image of "Colorful Guizhou",and conducts in-depth interviews with the media practitioners in Guizhou to compare and analyze the advantages,disadvantages,limitations and causes of the communication power of the four provincial mainstream media in Guizhou province,and finally proposes improvement suggestions and strategies to enhance the communication power while supplementing the content study.The basic content of the paper is as follows:The introductory part summarizes the full text,discussing the development and construction of the image of "Colorful Guizhou",the definition and connotation of communication power,the evolution of media and media research,the new characteristics of the new media environment and the development status of mainstream media in Guizhou Province,etc.from the perspective of historical development and status,academic background and research status,etc.The research ideas of media communication power,sample selection for Guizhou provincial media,research value and innovation are specifically elaborated,providing clear ideas for subsequent research.The first chapter is a conceptual definition of the image of "Colorful Guizhou" and an overview of the mainstream media in Guizhou Province,and a combing out of the intrinsic links between the image of "Colorful Guizhou" and the news coverage in the mainstream media in Guizhou,and the establishment of their mutually reinforcing relationship,which will provide a good target for the study of communication power and lay a foundation for subsequent analysis and evaluation of the communication power of various media in different channels.Chapters 2 to 4 respectively capture,summarize and visualize the news reports and media data of the four provincial mainstream media in Guizhou Province in the exclusive traditional communication field of "one newspaper,one publication and two networks",the weibo,wechat,application client and third-party media platforms,and summarize the specific communication power of the subdivided communication channels through quantitative content analysis,detailed case interpretation and supplemented by in-depth interviews,so as to visually demonstrate the communication power of the mainstream media in Guizhou based on the image of "Colorful Guizhou".Chapter 5 is based on the overall analysis of the image dissemination power of the four provincial mainstream media in Guizhou "Colorful Guizhou",summarizes and analyzes the results of the three major channels' dissemination power assessment,and on the basis of summarizing the successful experience,reflects deeply,pointing out the main shortcomings of each media,such as incomplete channel construction,imperfect understanding of the rules of the new media environment,lack of determination and courage to reform.It then responded to the shortcomings and shortcomings,proposed practical improvement strategies and development plans,and provided reference for the dissemination of the image of "Colorful Guizhou" and the enhancement of the dissemination power of mainstream media.