Research On The Construction And Application Of Communication Effectiveness Index Of County-level Media Convergence

Since 2018,the construction of county-level media convergence across the country has been in full swing,and the goal of nationwide coverage by the end of2020 has basically been completed.With the gradual release of the five normative construction standards for county-level media convergence,more and more county-level Media convergence centers have been built and put into operation,and a relatively complete new media communication matrix has been formed.Therefore,how to objectively evaluate the communication effectiveness of the county-level Media convergence under the current situation has become a topic of common concern for the academic community and the industry.This research first builds a county-level integrated media communication effectiveness model based on theoretical results such as communication effectiveness,social functions of the media,and political communication.Secondly,using the Delphi method and the analytic hierarchy process,the county-level media convergence communication efficiency evaluation index system was established,and the specific weights of each index were obtained through calculation.Then,eight platform accounts including Douyin,Official Account,and Client of two county-level Media convergence centers in Panzhou City and Xiuwen County of Guizhou Province are selected as cases,and data capture is used to construct county-level media convergence communication performance indicators for this article.The system is empirically tested to verify the practical application ability of the index system,and at the same time evaluate the effectiveness of the case.The research results reflect that the county-level media convergence communication efficiency evaluation index system constructed in this article is applicable to different platform accounts of county-level media convergence,and can measure the communication effectiveness ocounty-level media convergence more accurately and comprehensively.At the same time,this article also discovered the problems in the current communication practice of related cases through application evaluation,and then developed recommendations for reference.