【作者】 张弛；

【导师】 陈少华；

【作者基本信息】 华中科技大学 ， 新闻与传播（专业学位）， 2022， 硕士

【摘要】 随着新媒体技术的快速发展,传统媒体在当今的传播环境中的媒介影响力逐渐被各类新兴媒体平台所削弱。县级融媒体中心的媒介影响力及其发展问题也受到了广泛的关注。本文通过对媒介影响力及构成要素的相关界定与讨论,结合县级融媒体中心的定位和传播特征,对县级融媒体中心媒介影响力的主要构成要素和影响因素进行了讨论,同时,根据文献和调研资料对全国及湖北省的县级融媒体中心的发展环境和建设进展进行了总体性的分析。在此基础上,采用问卷调查、访谈等方法,以公安县融媒体中心作为案例,就县级融媒体中心媒体平台的使用和影响力进行实地调研和分析,并为县级融媒体中心发展及影响力提升提出了策略建议。本文从以下四个方面进行了研究:一是通过对前人研究的总结对县级融媒体中心和媒介影响力的具体概念进行讨论,在得出媒介影响力构成的基本要素后,归纳了以用户规模、媒体接触时间、满意度及二次传播为主的四个方面的考察要素;二是系统阐述了我国县级融媒体中心的发展环境、数量规模、建设模式、主要成效,并对湖北省县级融媒体中心的发展状况做了简要概述;三是以公安县融媒体中心为案例,进行调查研究,在充分获取相关数据与资料的基础上,对其影响力进行评价。结合“云上公安”客户端平台2021年文章发布情况的抽样,对县级融媒体中心媒介影响力的分析做补充研究,并指出其存在的不足和问题;四是针对研究发现的县级融媒体中心影响力方面的不足和问题,为公安县及类似县市融媒体中心的运营和发展以及媒介影响力的提升提出了具体的对策建议。经研究发现,县级融媒体中心各平台的影响力存在差异,移动社交媒体影响力要显著大于传统媒体,用户满意度总体较高,而媒介影响力总体上存在较大提升空间;在发展与运行过程中存在媒体矩阵内部联动与协作性较弱、县级融媒体生产力不足、原创内容质量有待提高、用户规模与互动意愿不足等问题。因此,为了提升县级融媒体中心影响力,促进县级融媒体中心的发展,首先要在思维上深化融合传播的理念,然后完善对媒体平台传播内容的建设,在拥有高质量内容的基础上,加强信息化技术的运用与传播矩阵的协同合作,同时保障人才的引进与培育以提升媒体生产力,最终实现媒体+文化+服务的产业环境,提升县级融媒体中心的整体影响力。更多还原

【Abstract】 With the rapid development of new media technology,the media influence of traditional media in today’s communication environment is gradually weakened by various emerging media platforms.The media influence and development of county-level media center have also attracted extensive attention.Through the relevant definition and discussion of the media influence and constituent elements,combined with the positioning and communication characteristics of the county-level media center,this paper discusses the main constituent elements and influencing factors of the media influence of the county-level media center.At the same time,according to the literature and research data,this paper makes an overall analysis on the development environment and construction progress of the county-level media center in China and Hubei Province.On this basis,using the methods of questionnaire and interview,taking the financial media center of Gongan County as a case,this paper makes a field investigation and Analysis on the use and influence of the media platform of the financial media center at the county level,and puts forward strategic suggestions for the development and influence improvement of the financial media center at the county level.This paper studies from the following four aspects: first,through the summary of previous studies,this paper discusses the specific concepts of county-level media center and media influence.After obtaining the basic elements of media influence,this paper summarizes the four investigation elements focusing on user scale,media contact time,satisfaction and secondary communication;Second,it systematically expounds the development environment,quantity,scale,construction mode and main achievements of county-level media centers in China,and briefly summarizes the development status of county-level media centers in Hubei Province;The third is to fully evaluate the influence of the public security center on the basis of obtaining the relevant data of the public security center.Combined with the sampling of the article release of the "cloud public security" client platform in 2021,this paper makes a supplementary study on the analysis of the media influence of the county-level media center,and points out its shortcomings and problems;Fourth,in view of the deficiencies and problems in the influence of county-level media centers found in the research,this paper puts forward specific countermeasures and suggestions for the operation and development of financial media centers in Gongan County and similar counties and cities and the improvement of media influence.The research found that there are differences in the influence of various platforms of county-level media center.The influence of mobile social media is significantly greater than that of traditional media,and the overall user satisfaction is high,while the overall influence of media has great room for improvement;In the process of development and operation,there are some problems,such as weak internal linkage and cooperation of media matrix,insufficient productivity of county-level media,the quality of original content to be improved,insufficient user scale and willingness to interact,etc.Therefore,in order to enhance the influence of county-level media center and promote the development of county-level media center,we should first deepen the concept of integrated communication in thinking,and then improve the construction of media platform communication content.On the basis of having high-quality content,we should strengthen the application of information technology and the coordination and cooperation of communication matrix,and ensure the introduction and cultivation of talents to improve media productivity,Finally,realize the industrial environment of media + culture + service,and enhance the overall influence of county-level media center.更多还原