【作者】 李倩；

【导师】 鲁佑文；

【作者基本信息】 湖南大学 ， 新闻传播学， 2020， 硕士

【摘要】 县级融媒体中心建设的核心目标是巩固主流媒体舆论引导的主体地位,打通传播的“最后一公里”,更好地“引导群众,服务群众”。要做好引导和服务这两面大旗,县级融媒体中心就要获取用户的信任度和使用度,这就要求在转型过程中不仅要注重技术、业务以及运营方面的建设,更重要的是强调优质内容的供给,深化用户思维,探索新的内容建设流程。本文将运用文献研究、案例分析和调查问卷的研究方法,从县级融媒体中心内容建设的现状出发,分析其特征,并对内容建设环节存在的问题及原因进行探讨,提出今后的发展策略。县级媒体作为基层的公共性媒体,在地理位置上贴近基层百姓,拥有引导群众、服务群众的先天优势。当前,县级融媒体中心基本围绕“新闻+资讯+服务”的模式来进行自身的内容建设,较之以往的流程方式有所突破和创新,但在改革发展的背后,县级融媒体中心在内容建设上还存在着一定的不足:第一,县级媒体原有的体制机制给县级融媒体中心在人才管理、内容生产流程和经营模式上进行创新带来限制,也进一步阻碍了基层传统媒体与新兴媒体在真正意义上的融合。第二,县级融媒体中心在进行内容建设时缺乏对用户端的思考,缺少对用户需求的深度挖掘,受制于以往传统的内容生产思维,过多停留在单向传播的层面,难以使县级融媒体自身与用户建立起强的连接关系。第三、县级地区在资金、人才、信息资源上的不足使得支撑县级融媒体中心进行内容创新建设的力量薄弱,内容同质化现象突出和内容的创新力度不够导致平台优质内容的稀缺。县级融媒体中心作为基层媒体转型的核心举措,在建设过程中应从用户思维出发,找准自身定位,打造以本地资讯服务为一体的内容平台,服务群众,引导群众。首先,县级融媒体中心要明确自身的功能和定位,对用户群体进行细分,以此进行内容建设,满足用户需求。其次,针对县级地区信息资源有限的问题,县级融媒体中心应形成开放的内容建设平台,解决信息资源匮乏的困境。其三,要改革管理方式,从重塑采编流程和提升人才队伍的专业性上进行发力,增加对优质内容的供给。其四,县级融媒体中心在今后的发展中要夯实资金基础,并创新内容+运营的方式,实现可持续发展。更多还原

【Abstract】 The core goal of the county-level financial media center construction is to consolidate the dominant position of mainstream media in guiding public opinion,get through the "last mile" of communication,and better "lead the masses and serve the masses." To do well in guiding and serving the two banners,the county-level financial media center must acquire the trust and usage of users.This requires not only the construction of technology,business,and operations in the transformation process,but more importantly Emphasize the supply of high-quality content,deepen user thinking,and explore new content construction processes.This article will use literature research,case analysis,and questionnaire research methods to analyze the characteristics of the content construction of the county-level financial media center,discuss the problems and causes of content construction,and propose strategies for future development.County-level media,as grassroots public media,are close to grassroots people in geographical location,and have the inherent advantage of guiding and serving the masses.At present,the county-level financial media center basically builds its own content around the "news + information + service" model,which is a breakthrough and innovation compared to the previous process.However,behind the reform and development,the county-level financial media center is There are still certain deficiencies in content construction: first,the county-level converged Media Center lacks the thinking of the user side when it is building the content,the lack of in-depth mining of user needs,subject to the traditional content production thinking in the past,staying too At the level of one-way communication,it is difficult for county-level financial media to establish a strong connection with users.Second,the lack of funds,talents,and information resources in county-level areas has weakened the strength of the county-level media center for content innovation construction.The phenomenon of homogenization of content and the lack of content innovation have led to the scarcity of high-quality content on the platform.Third,the original institutional mechanisms of county-level media have put restrictions on the innovation of talent management,content production processes and business models of county-level media centers,and further hindered the integration of grassroots traditional media and emerging media in a true sense.As the core measure of grass-roots media transformation,county-level media center should start from the user’s thinking in the construction process,find its own positioning,create a content platform that integrates local information services,serve the masses,and guide the masses.First,the county-level financial media center should clarify its own functions and positioning,and subdivide user groups to build content to meet user needs.Secondly,in response to the problem of insufficient information resources at the county level,the county-level financial media center should form an open content construction platform to solve the dilemma of lack of information resources.Thirdly,we must reform the management method,make efforts to reshape the editing and editing process and enhance the professionalism of the talent team,and increase the supply of high-quality content.Fourth,the county-level financial media center should consolidate the fund base in the future development,and innovate content + operation methods to achieve sustainable development.更多还原