A Survey On Cognition And Use Of County-level Converged Media Based On Users' Perspective

The county-level converged media center is a county-level comprehensive media platform that integrates news services,government services,and public services by integrating various resources,such as county-level radio,television,newspapers and new media.The media is the main means of enhancing its own communication power,guiding power,influence and credibility.“Guiding the masses and serving the masses”is the basic requirements of the current county-level media center construction.The“mass” perspective is the key to the construction of county-level converged media.In the process of construction and development of the county-level converged media center,the grassroots people,as the served,their satisfaction,opinions and suggestions are of great significance to the optimization and development of the county-level converged media center.It is necessary to get close to the masses,and to understand their usage and service needs.Only in this way can we "accurately exert force" to provide them with better services,thereby enhancing user stickiness.Taking this as a starting point of reach,this thesis conducts research through online questionnaire distribution,and a total of 879 questionnaire survey data are collected for two months.After comparative analysis,the author finds that the county-level convergence media center under investigation is in the stage of development.Although some achievements has been gained during the process,there are still some common problems.The current users' understanding of the county-level convergence media center is not deep enough,and many respondents hold that the current county-level convergence media platforms have insufficient interactive feedback,limited platform services,lack of “localization” in construction,and serious content homogeneity.According to the situation of the questionnaire,this thesis proposes corresponding optimization strategies.Relevant suggestions were put forward from five aspects: strengthening brand awareness,strengthening brand building;follow the“audience” perspective,innovate user operation and maintenance;“localized”development according to local conditions,linking the public,participating in grassroots social governance;cultivating citizen awareness,and strengthening media literacy.In order to solve problems and help promote the better development of county-level converged media centers,It also proposes specific optimization strategies for its news services,government affairs services,and convenience services.