Research On The Media Mobilization Of County-level Media Convergence Centers In Major Emergencies

China has now become a highly risky society,and the frequent occurrence of major emergencies is a realistic portrayal of the risk society.How to avoid risks,turn crises into opportunities and reduce the negative impact of major emergencies has long been an important issue for all parties concerned.The national law on response to emergencies proposed that social mobilization is an effective measure.With the rapid development of mediatization in our society,media mobilization has been gradually highlighted from social mobilization system.It has been more than three years since the central government proposed the construction of county-level media convergence centers,which has covered most of the county-level administrative regions in the country.The advantages of media convergence in new media units enable the county-level media convergence centers to shoulder the responsibility of media mobilization,which means they are always the main subject to carry out the response and disposal of major emergencies.Based on the perspective of major emergency,this paper took the media mobilization of county-level convergence centers as the research object and took the COVID-19 epidemic as a case study.Comprehensively using questionnaire survey method and in-depth interview method,combining qualitative and quantitative research,the investigation of the paper focused on the current situation,problems and causes,intended to propose practical strategies and mobilization mechanism.The first part was an introduction which stated background,research questions and significance.Through literature review and theoretical deduction,it creatively proposed that media mobilization was an important function of county-level media convergence centers in major emergencies,which laid a solid foundation for the later parts of this paper.We described the current situation and problems of county-level media convergence centers in the second part with survey conducted on 23 counties or districts in Shandong Province during the outbreak of COVID-19.A valid sample of 4004 suggested that media mobilization had achieved desired results in leading public opinion and building consensus on the social psychological level.However,it was not effective in informing the public and building cognition.In addition,there were remaining problems such as the lack of resource mobilization awareness,insufficient overall mobilization capacity,one-way mobilization logic,low content production efficiency,and limited combined mobilization channels.In chapter three,we analyzed existing problems and related reasons in media mobilization of county-level media convergence centers,by interviewing 27 interviewees including general audiences,the staff of the county-level media convergence centers,the staff of the Publicity Department,and front-line epidemic prevention personnel.From the coding of interview results and statistics data,we found that mobilization content remains the primary factor in media mobilization,followed by mobilization ability,mobilization goals,and mobilization logic,and mobilization channels had the minimal impact.In addition,the different perception of those five factors among participants also provided the help on making regulation.The fourth chapter explored "practice strategies and promising mechanism in media mobilization of county-level media convergence centers".Based on current situation,problems and reasons,we proposed targeted and viable countermeasures,different media mobilization dimension as well as interactive relationship.Finally,the mobilization mechanism of consensus mobilization,resource mobilization,and action mobilization were discussed.The fifth chapter was the conclusion,which mainly reviewed the basic ideas,the innovation and limitation of the study and recommendation for the realistic possibility,development paths,future application scenario of media mobilization in county-level media convergence centers.