A Study Of The Affordance Of Content Production Of County-level Integrated Media Center

From "solidly grasping the construction of county-level integrated media center" to "building and using county-level integrated media centers",the country has strategically and carefully deployed media integration and boldly promoted the construction of county-level integrated media centers.As a new local communication hub,county-level integrated media centers efficiently integrate county media resources,actively play the role of guiding public opinion and improving media communication,guidance,influence and credibility.As the construction of county-level integrated media centers enters the 2.0 era,how to "build strong and use good county-level integrated media" becomes the key.This paper takes three county-level integrated media centers in Guangzhou City as the research object,aiming to explore ways to optimize the content of the WeChat official account and enhance the communication power of the county-level integrated media centers.This study intends to use content analysis method and in-depth interview method.First,in the content analysis method,after observing and selecting 710 tweets published on the platforms of "Guangzhou Panyu Publishing","Guangzhou Huadu Publishing" and "Guangzhou Zengcheng Publishing" from 2021 to March 2022.Based on the theoretical basis of availability theory and technology acceptance model,three dimensions and corresponding categories of technology availability,relationship availability and imagination availability were constructed and coded for the 710 tweets.After passing the reliability test,quantitative statistics such as descriptive statistics,correlation analysis,one-way ANOVA,and cross-tabulation analysis were conducted on all samples to respond to the research questions and hypotheses.Second,the in-depth interview method was used to conduct structured interviews with a total of 11 people,including middle-level leaders and WeChat official account operation editors of Panyu,Huadu,and Zengcheng city-level integrated media centers,through field research.This paper analyzes the commonalities or differences among the three districts’ WeChat official account based on three available dimensions,and proposes strategies to optimize the content products through content analysis.The study found that the content products of the WeChat official account in the three districts have the following characteristics: in the technical availability dimension,the pushing function of the WeChat official account still needs to be improved and the content form is not innovative enough;in the relationship availability dimension,the interaction with the audience is not enough and the flexible guidance needs to be improved;in the imagination availability dimension,the content is local and thematically diversified,but the local recognition of the audience still needs to be strengthened through content publishing.In the imagination availability dimension,the content is local and thematically diverse,but there is still a need to strengthen the audience’s local identity through content publishing.Therefore,the following strategies are proposed for the content construction of WeChat official account in the three regions: optimize the form of media expression to enhance content dissemination;strengthen interaction with audiences to enhance public opinion guidance;and tell local stories with emotions.