Dalad Banner Media Research

This paper uses the theory and method of media management,takes Dalad Banner government-run mass media as the research object,and makes a systematic study of it.The Dalad Banner medium has built up a radio station in Zandanzhao where the government was since 1950,which has been in a development history of 72 years.In different historical development periods,Dalad Banner positively built up grass-roots medium undertakings in banner and county,set up a modern medium institution,improved and optimized the business management mechanism according to the decision-making and deployment of the CPC Central Committee on the development of medium undertakings and the requirements of news publicity and ideological work,so as to have a better publication and service for the development of society,economy,politics and culture in Dalad Banner.In the current all-media era,Dalad Banner has not only built up a new mainstream media with the integration development of new media but also further improve the dissemination,guidance,influence and credibility of news and public opinion with the technology of new media based on the localized information resources.The paper is composed of an introduction,body and conclusion these three parts.The introduction talks about the study object,study background and significance,study overview and study method.The body is composed of five chapters.Chapter one presents the development progress and situation of the Dalad Banner medium.The mass medium of Dalad Banner is covered with the traditional official media and new media of Dalad Banner,including the official newspapers,periodicals,radio,television and official websites,We Chat public account,Weibo,news customer end,and short video account of Douyin.Chapter two analyzes the information resources,human resources and material resources of the Dalad Banner medium.The broadcasting time,publish period and updating frequency of different media contents are listed in the media information resources.And then there is a conclusion on the content positioning to summarize the classification and characteristics of the overall contents of the Dalad Banner medium.Human resources introduce the existing situation of the human resources in the Dalad Banner integrated media center,and there is an analysis on the selection and appointment of human resources,training and development,appraisal of performance,rules and regulations on management.Material resources introduce the broadcasting equipment and hardware conditions for building construction and business work of the Dalad Banner medium.Chapter three is to break the institutional reform of the Dalad Banner medium into the stage of traditional development of the medium,the stage of Internet technology shock and the stage of integrated development of the medium,so as to conclude the current significance of the institutional reform of the Dalad Banner medium.Chapter four is to describe the basic features and concludes the behavior and motivation of audiences when touching different mediums based on the audience survey of the Dalad Banner medium;and it concludes the audiences satisfaction and their comment on the integrated media center.Chapter five is to conclude the achievement and the strength of the Dalad Banner medium based on the study analysis mentioned above.The strength is to take a breath with the Party and the people to build up new mainstream media with the persistence of “listening to the Party and doing as what the Party requires”,to form a communication mode of “news + government affairs + service” and to be based on the localized resource of brand communication,“Jizi Bay of the Yellow River”.It is concluded with the three shortages from the existing problems and the factors to restrain the development of the Dalad Banner medium,including the insufficient creativity of integrated media products,lack of two-way interaction with users and shortage of medium management and business talents.According to the existing problems and shortages,the paper puts forward three countermeasures,including improving users’ thinking and the product attraction of integrated media,building up interaction mechanisms with audiences to listen to the voice of users;introducing the talent of integrated media to make up talent shortage.The conclusion is to summarize the development progress of the Dalad Banner medium,the situation of medium resources,the features of institution reform,the existing problems and countermeasures from an overall perspective.