Research On County-Level Media Convergence Helping Red Culture Communication-Taking Lankao County Media Convergence Center As An Example

At present,with the rise of ’ red culture fever ’,the importance of red culture communication is becoming increasingly prominent.The spread of red culture not only needs highly appealing,penetrating and influential communication content,but also needs flexible and diverse communication carriers.With the deepening of media integration in China,the all-media communication system formed by the integration of traditional media and new media has provided an opportunity for the dissemination of red culture.Based on the consideration of the advantages of county-level red resources and the strength of county-level media convergence centers,this paper takes Lankao County Media Convergence Center as the research object,mainly based on case analysis,combined with content analysis and in-depth interviews,to explore the role of county-level media convergence in promoting the development of media convergence in the dissemination of local red culture,in order to provide a new thinking dimension for the study of red culture dissemination.The study finds that the Lankao County Integrated Media Center carries out red culture communication from three aspects: platform building,content construction and role positioning.First,the red culture dissemination platform is shaped by matrix dissemination,presentation innovation and perspective extension.The fusion media platforms combine their efforts to disseminate,optimizing the red culture dissemination ecology.Secondly,in the construction of red content,the parallel dissemination of depth,breadth and temperature has fully explored the new connotation of the red culture of Lankao.Thirdly,in terms of role positioning,it reshapes the top-level design of red culture communication with active communication attitude,high-quality production service and aggregated content presentation.Lankao County Integrated Media Center has played a positive role in helping to spread local red culture,but there are also some problems: the publicity of local red attractions is not in place and the investment is small;the construction of the collection is not high and the red contents are scattered;the feedback mechanism of users is not perfect and the interaction effect is poor.In the future,when spreading red culture,Lankao County Media Center can increase the publicity of the attractions and promote the integrated development of red culture and tourism;review the situation and strengthen the construction of red content collection;focus on the management of message area and enhance user stickiness.In this paper,we hope to analyze the role played by Lankao County Media Center in promoting the dissemination of red culture,point out its shortcomings and make expectations,so as to give reference to other county-level media centers and promote the dissemination of red culture.