Research On Promotion Of Communication Capacity Of Provincial Mainstream Media Under The Background Of Media Convergence

Media convergence has brought about great changes in media ecology and communication pattern.The normalization of technology iteration,the diversification of communication channels,the pluralism of user demands,and the emotional state of public opinion have become the prominent characteristics of media ecology at this stage.Under the new media ecological environment,faced with issues such as the out-of-focus of hot events,the deconstruction of mainstream discourse,and the inconsistency between mainstream media opinion field and the public opinion field,the provincial mainstream media,as an important part of the four-level integrated development layout,urgently needs to improve its communication capacity,so as to assume the responsibility of spreading mainstream values and guiding public opinion.Based on the review of relevant literature and in-depth interviews with provincial mainstream media practitioners,this study believes that technology,content,channel and system mechanism are important factors affecting the communication capacity of mainstream media.Taking the mainstream media communication capacity evaluation system with great influence as an example,the evaluation indicators widely used in the communication capacity evaluation system are sorted out.The paper summarizes the practice of improving the communication capacity of mainstream media from four perspectives of technology,content,channel and system mechanism,as well as from two aspects of production capacity and communication effect.In the specific analysis,in addition to analyzing and evaluating the communication capacity from the production and communication process,quantitative data such as the original rate,the number of publications,the number of fans,the number of reading and the number of likes are also important indicators to evaluate the communication capacity of mainstream media.In order to deeply understand the reality and effect of the promotion of communication capacity of provincial mainstream media,this study takes Dazhong Daily as a case,goes deep into the organization of Dazhong Daily through the method of participant observation,and analyzes the practice of its promotion of communication capacity from four dimensions of content,channel,technology and system mechanism combined with the production capacity and communication effect.In terms of content,Dazhong Daily insists on producing quality content guided by news value and professionalism,and produces bilingual content for overseas users to enhance its international communication capacity.Meanwhile,it presents innovative forms through storytelling,youthful expression and audio-visual presentation.In terms of channels,Dazhong Daily provides users with multiple channels through the construction of horizontal and vertical matrix,and promotes the platform transformation of communication channels with its own client as the main position.In terms of technology,Dazhong Daily actively uses 5G technology to upgrade reading experience,introduces cloud technology to promote intelligent production,and builds its own technology platform to participate in social governance.In terms of system and mechanism,Dazhong Daily constructs a system to support the coordinated development of internal and external resources of media,so that the organizational structure presents the characteristics of "liquid" and the operating mechanism presents the characteristics of "integration".The study found that through a series of integration axis measures,such as enlarging the advantages of content production,expanding the communication channels of new media,innovating the application of technology,reforming the system and mechanism,the communication capacity of Dazhong Daily towards the Internet space has been significantly improved.However,Dazhong Daily still has shortcomings in new media content production,mainstream media cooperation mechanism,social media platform content operation,its own client platform content production and other aspects.In view of the above problems,this study proposes five optimization strategies for Dazhong Daily to continuously improve its communication capacity:encouraging new media editors to participate in information collection,perfecting the normal mechanism of deep interaction of media,accurately grasping the law of social media communication,giving play to resource advantages to aggregate content,and giving play to local advantages to connect services.Finally,this study uses the concept of "community" to understand the rela tionship between Dazhong Daily and provincial mainstream media,and believes that the practice of Dazhong Daily to improve the communication capacity ca n represent the practice of provincial mainstream media to improve the commu nication capacity to some extent.Therefore,the fifth chapter from a macro per spective,combined with a wider range of cases,the provincial mainstream med ia to improve the communication of the practical direction to make prospects.From the perspective of media ecology and media theory,this paper proposes t wo directions for the provincial mainstream media to continuously improve thei r communication capacity:strengthening ecological competitiveness and connecti ng the external ecology of media.Starting from the internal elements of media,this paper proposes five directions:strengthening Internet thinking,deep cultiv ation of quality content,deepening institutional reform,enriching expression for ms and deepening technology emcapacityment.Connecting the external media e cology starts from the three aspects of provincial mainstream media and econo mic development,provincial mainstream media and social governance,and prov incial mainstream media and city-and county-level mainstream media,and pr oposes three directions for provincial mainstream media to improve their comm unication capacity:expanding their business model,helping social governance,a nd building a new ecology for the coordinated development of provincial finan cial media.It is expected to provide ideas and enlightenment for provincial ma instream media to enhance the communication capacity and strengthen the new mainstream media.