| The development of network technology accelerates the process of media change,and the change of media promotes the accelerated transfer of the audience’s habit of using media to the Internet.Wulan Muqi as a grassroots art performance group with distinctive characteristics of the times in Inner Mongolia,in order to better serve the people in the new era and get through the last mile between Wulan Muqi and the people,it is also necessary to make strategic adjustments in time with the changes of the times.Since General Secretary Xi Jinping replied to Wulan Muqi in 2017,Inner Mongolia Autonomous Region responded positively to promote the development of Wulan Muqi.In March 2020,the Culture and Tourism Department of Inner Mongolia Autonomous Region released a work plan to build "Online Wulan Muqi",and the "Online Wulan Muqi" media platform was born.At present,the platform is still in the development period and has achieved certain results,but it is also affected by the constraints of imperfect platform-related policies,insufficient economic investment,unbalanced media functions,and lack of compound talents during the development process,which needs to be solved urgently.This paper analyzes the current situation of "Online Wulan Muqi" platform from a combination of macro and micro perspectives.Using in-depth interviews,case analysis and other research methods,first of all,the development context,organizational structure,construction mode,media function,operating results and other current situation of “Online Wulan Muqi” are sorted out.Secondly,from the perspective of the combination of macro and micro perspectives,clarify the interaction between the external living environment of the media,the internal elements of the media and "Online Wulan Muqi" media platform.Based on this,analyze the significance of "Online Wulan Muqi" media platform,and then summarize the problems of "Online Wulan Muqi" current situation.Finally,according to the existing problems,it makes reasonable plans and suggestions for its future development.This paper aims to combine the perspectives of communication and ecology,based on the existing research results and practical experience,try to put forward countermeasures and suggestions for "Online Wulan Muqi" media platform,promote "Online Wulan Muqi" to achieve long-term dynamic and stable development. |
