【作者】 吴琼；

【导师】 张美娟；

【作者基本信息】 武汉大学 ， 出版发行学， 2024， 硕士

【摘要】 2017年,中国共产党第十九次全国代表大会首次提出了当前中国社会经济文化要迈向“高质量发展”的新要求;作为基层媒体机构的县级融媒体中心在国家政策宣传、促进经济与传播文化中一直发挥着不可或缺的重要作用。为此,如何在新时代背景下实现县级融媒体中心的高质量发展,使其在当下和未来我国社会政治经济发展中继续发挥积极作用,已然成为当前亟待研究和解决的重大理论与实践课题。针对这一重大课题,作为县级融媒中心职场人士,我深知其最需要的是解决“如何做”的方法论问题。为此,本论文研究的整体逻辑是在“高质量发展”的宏观指导与内在要求下,县级融媒中心以“功能定位”为具体实践抓手,以切实发挥县级融媒中心服务地方具体而重要作用,进而实现在新时代县级融媒中心的高质量发展。具体而言,全国有2000多家县级融媒中心,其作用发挥不仅需要与时俱进、还要因地制宜,具体功能的内容确定与效果达成(即功能定位),应该是动态的、有目标的、多方协同的和可持续性的,以保证不同地方的县级融媒中心都能很好地发挥其应有的促进地方政治经济文化发展的重要作用。本文首先进行了比较全面的相关研究述评,界定了核心关键词“高质量发展”“县级媒体中心”和“功能定位”,引介和阐述了帕森斯AGIL理论及其应用本研究的适应性;在此基础上,本文从县级融媒中心相关研究的现状分析(第3章)、理论分析(第4章)、案例分析(第5章)再到相关发展建议(第6章)这四个方面依次展开研究,层层深入、相互佐证,构成本文研究的主体部分和逻辑框架:基于问卷调查法、访谈法等对县级融媒体中心的发展现状从信息传播、公共服务、文化传承等多个层面进行了具体深入的调查分析;为了探究县级融媒中心上述“如何做”的问题,本文创新性地将AGIL理论应用于县级融媒体中心功能定位研究中,提出并阐述了“适应性(A)—目标性(G)—整合性(I)—保障性(L)”四位一体的功能定位的方法论体系,具有新颖性;进而通过全国有代表性的县级融媒体中心案例分析,解析了县级融媒体中心在功能定位与实现过程中,其在内容创新、技术应用、用户服务、资源整合等方面的成绩经验、挑战与创新。基于上述研究,本文提出了相关发展建议:应用上述四位一体的功能定位方法体系,县级融媒体中心的功能定位上与时俱进又精准施策,明确目标、强化服务,同时加强与社会各界的合作,实现资源共享与优势互补。这些研究结论为当前我国县级融媒体中心切实优化功能以实现高质量发展提供了思维框架和方法指导,对进一步推动县级媒体中心的健康发展、提升服务水平具有重要的现实意义。更多还原

【Abstract】 In 2017,the 19 th National Congress of the Communist Party of China put forward new requirements for China’s current social,economic and cultural development to move towards "high-quality development" for the first time.As grassroots media organizations,county-level converged media centers have been playing an indispensable role in national policy publicity,economic promotion and cultural dissemination.Therefore,how to achieve the high-quality development of county-level converged media center in the new era and make it continue to play a positive role in the current and future social political and economic development of our country has become a major theoretical and practical topic that needs to be studied and solved.In response to this major issue,as a professional in county-level converged media centers,I know that what need most is to solve the methodological problem of "how to do".Therefore,the overall logic of this thesis is that,under the macro guidance of high-quality development and the inherent requirements thereof,county-level media integration centers should take "functional positioning" as a specific practical lever to effectively serve the specific and important role of the centers in local areas,thereby achieving high-quality development of county-level media integration centers in the new era.Specifically,There are more than 2,000 county-level converged media centers in our country,and their role should not only keep pace with the times,but also adapt to local conditions,determine the content of specific functions and achieve the effect(that is,functional positioning),which should be dynamic,targeted,multi-collaborative and sustainable.So as to ensure that the county-level converged media centers in different places can play an important role in promoting local political,economic and cultural development.First of all,this paper makes a comprehensive review of relevant research,defines the core keywords "high-quality development","county media center" and "functional positioning",and introduces and expounds the adaptability of Parsons AGIL theory and its application in this study.On this basis,this paper studies the status quo of research on county-level converged media centers(Chapter 3),theoretical analysis(Chapter 4),case analysis(Chapter 5),and relevant development suggestions(Chapter 6)in order to deepen and corroborate each other,forming the main part and logical framework of this study.Based on the method of questionnaire survey and interview,this paper makes a detailed investigation and analysis of the development status of county-level converged media centers from the aspects of information dissemination,public service and cultural inheritance.In order to explore the above "how to do" problem of county-level converged media center,this paper innovatively applies the AGIL theory to the functional positioning research of county-level financial media center,and proposes and elaborates the four-in-one functional positioning methodology system of "adaptation(A)-goal attainment(G)-integration(I)-latent pattern maintenance(L)",which is innovative.Then,through the representative case analysis of county-level converged media center in the country,the paper analyzes the achievements,experiences,challenges and innovations of county-level financial media center in the process of function positioning and realization in content innovation,technology application,user service,resource integration and other aspects.Based on the above research,this paper puts forward relevant development suggestions: applying the above four-in-one functional positioning method system,the functional positioning of county-level converged media centers should keep pace with the times and give precise policies,clarify goals,strengthen services,and strengthen cooperation with all sectors of society to achieve resource sharing and complementary advantages.These research conclusions provide the thinking framework and method guidance for the current county-level converged media centers in China to effectively optimize their functions to achieve high-quality development,and have important practical significance for further promoting the healthy development of county-level media centers and improving their service level.更多还原