Research On The Interaction Logic Of County-level Converged Media Center And Rural Revitalization

As a new era of media architecture design and rural development strategy,County-level converged media center and rural revitalization strategies have been much discussed in detail by academics and industry.and rural revitalization strategies have been two hot topics of academic and industrial attention.Existing studies have fully explored the connotation and development paths of the two,but few studies have focused on the interaction logic between the two.The article takes the N county converged media center as a case study,adopts an ethnographic research method,and analyzes the interaction logic of the two in depth through specific research methods such as participatory observation,content analysis,and in-depth interviews,while applying participatory communication theory to propose development suggestions for the healthy interaction between the two.The study found that the N-county converged media center has initially formed a practical path for rural revitalization,and is embedded in its internal development logic as a "booster" and "power source",but it has not yet achieved a positive interaction between the two.Specifically,it is shown that: First,in terms of content production,the N County converged Media Center has basically realized the all-round publicity and coverage of the rural revitalization strategy,and rural revitalization has also provided important content production support for its development,but there are still problems of sloppy content production and low innovation.Second,in terms of economic development,the center helps village economic development by promoting industrial policies and organizing public activities,and because of this,village revitalization provides strong economic power support for the center.However,this form of interaction also has potential risks due to problems such as a single value evaluation system and competition for village information resources.Thirdly,in terms of talent team,reporters of the center not only assume the responsibility of rural news propaganda,but also actively change their identities to become rural service providers in special periods.At the same time,rural revitalization also provides talent guarantee for the development of the center,but the managers of both still have the problem of insufficient ideological awareness.In view of the above analysis,the article asks,through the prism of participatory communication theory,about the feasible strategies for the positive interaction between converged media centers and rural revitalization from three dimensions:development perspective,development logic and development system.This is not only conducive to the deep embedding of grass-roots media organizations in rural society,which provides abundant power source for rural revitalization,but also boosts the construction and operation of County-level converged media centers and contributes to the realization of positive interaction between converged media centers and rural revitalization.