Research On The Path Of County-level Media Convergence Participating In City Image Construction

City image,as the name card of a city,is an important reflection of the comprehensive strength of a city.Competition between cities cannot be separated from the construction of city image,which has always been an important issue of city management.For the communication and construction of city image,in addition to the subjective construction of city citizens and local governments as active subjects,all kinds of media also play an important role.As a new stage of constructing modern communication system,the development and construction of county-level converged media center is also a practice focus of deep convergence of Chinese media.At present,the construction progress of county-level converged media center has achieved remarkable results,and the goal of comprehensive coverage has been basically achieved throughout the country.As the "last kilometer" of deep integration of media,as the "last kilometer" of our mainstream communication system,county-level converged media center,as a key hub of connecting mass communication,promoting cultural development and promoting regional construction,has an excellent advantage in building urban image.In this paper,the use of literature analysis,participatory analysis,case analysis and other research methods,analysis found that Zhifu district converged media center through the audio-visual combination of multiple construction,rich and colorful issues,live shooting of original content,positive trend and other initiatives,the construction of Yantai City to the people,efficient service of the government image;Industrial clusters,projects as the king of the economic image;Rich,diverse and prosperous cultural image;Livable and comfortable environment image;A helpful and dedicated citizen.However,Zhifu district converged media center also has some shortcomings in participating in the process of Yantai City image construction,for example: unbalanced agenda setting,lack of creative awareness,lack of interaction and feedback,and some urban elements being ignored.On this basis,the author uses the "framework theory of city image communication" proposed by He Guoping,a postdoctoral fellow in journalism and communication at the Communication University of China and vice dean of the School of Journalism and Communication at Guangdong University of Foreign Studies,in "City Image Communication: Framework and Strategies" as a guide to analyze and summarize the participation of county-level integrated media centres in the construction of city image,they can further participate in the construction of urban image from the perspectives of strengthening stakeholder cognition,increasing urban image marketing,optimizing and upgrading the communication matrix,and digging the connotation of urban culture,so as to perfectly present the urban image,empower the urban development and continuously improve the competitiveness of the city.It is also expected to provide a new theoretical reference for research topics such as the development of urban Communication power,regional development of local media and urban image communication,and provide a theo--retical basis for other local county level financial media centers toparticipate in the construction and development of urban image in the same situation.