| Promoting the construction of county-level media center is a key step to "the last kilometer" of information dissemination,and also an important link to promote the modernization of national governance system and capacity.The outbreak of new pneumonia in early 2020 is a major test of the ability of emergency information management at the grassroots level.In order to analyze the information disclosure and public opinion guiding ability of the county-level financial media in each district in the process of fighting against the epidemic situation,this paper focuses on five district-level financial media centers in Jing ’an district,Minhang District,Songjiang District,Baoshan District and Pudong New Area of Shanghai,on the basis of field investigation,the epidemic reports related to the new crown disease were captured by Qingbo big data,and the content of the reports was analyzed.Based on the above empirical data,this paper aims to explore the content construction model of Shanghai Urban County Financial Media in response to public emergencies.This paper studies the establishment of quantitative indexes from three aspects: The behavior of the communication subject,the content production and distribution behavior,and the communication effect,and makes measurement and evaluation of the communication effect,finally,the paper summarizes the content construction strategies of district and county-level media centers in dealing with public emergencies.The research found that the content construction of the district-level media center on public emergencies can grasp the right of information release and interpretation in the complicated public sentiment,let facts "run" through rumors,highlight the role of community information hub,and strengthen the effect of social mobilization,and lead the public to reason.In the aspect of news sources,the authoritative voice represented by the government/experts and scholars,the first-line interview of reporters,and the citizen reporter at the grass-roots level constitute the multi-dimensional news sources of district and county financial media in dealing with public emergencies In terms of communication channels,under the strategy of mobile first at both ends of Weibo,Weibo is better than wechat in terms of response speed,push frequency and topic richness;and in terms of timeliness,at the same time,the district and county financial media are good at making use of their own advantages and making timely use of the time difference to issue early warning,so as to stabilize public opinion in the fastest time,good at using the punctuation,"expert","authority" and other expressions,emotional call-up discourse patterns,direct speech,figures of speech,pictures and cartoons,as well as Internet language to attract reading;Data are often used in the headlines of anti-epidemic reports,which tend to be neutral and positive,and less negative.On the platform linkage,under the premise of doing well the internal vertical information transmission work,in a horizontal way,it coordinated with the influential media platforms such as the financial media accounts of the sub-towns and the Party Committee offices in the region,the financial media accounts of other districts in Shanghai,the external mainstream media and the head-from-the-media to form a three-dimensional communication momentum.On the activity of the employees,the survey data show that the majority of the employees believe that they have changed obviously in both the work content and the work intensity when a public emergency occurs,the work is more complex and busier;They have a clear understanding of the importance of their posts and their departments in dealing with public emergencies,as well as of their work goals and plans,and of the extent to which their work capabilities match the overall response of the organization,showing a high degree of professional identity and recognition of the importance of the work of the department,a relatively objective perception of their own abilities,most practitioners believe that there is room for improvement in their professional abilities;they can maintain their professional enthusiasm,willing to take the initiative to go to the scene to conduct first-line interviews in the event of an emergency,and willing to actively verify the sources and details of the reports from multiple sources,show a strong sense of professionalism and media people’s sense of mission.But there are also some practitioners lack of professional initiative,subjective will is not strong,unwilling to pay attention to the audience’s needs of the attitude and performance.Media practitioners generally believe that the organization’s response to this public emergency process is "very timely and effective," indicating that the organization’s executive,coordination,and organizational strength have been recognized by practitioners,but some practitioners also put forward to improve the focus from "information global view","information timeliness" and "information arrival rate" for reference.As far as the communication effect is concerned,the relationship between the reading amount,the rating of retweets and the quality of comments is quite obvious,however,the communication behavior of district and county financial media has not been able to reach the full coverage of information and communication effect.Based on the above micro-summary,the content of the anti-epidemic report of the district and county financial media still has multiple forms and obvious new media:Short video,Vlog efficient dissemination of the truth,showing the day-to-day anti-epidemic;dynamic dissemination of rapid and objective,actively carrying out the transmission of values,attaching importance to the role of big data in forming interactive relationships;having a strong tendency to select topics,serving the grass-roots with a clear attitude,actively opening up macro-features such as "the last kilometer",at the same time,there are some problems,such as the lack of understanding of "media convergence",the different level of practitioners,the high similarity rate,the weak audience-centered communication idea and service consciousness,the lack of "graining" communication,the low interactive rate of users,etc..Based on the above problems and the case analysis of emergency communication behavior,this study proposes to make a good plan to respond quickly,hit the "combination fist" of financial media,support advanced technology,strengthen the supply of high-quality content,do a good job of information traceability,daily Monitoring of public opinion,refuting rumors to clarify the truth;based on public opinion,the service function of the Front;the dissemination of Popular Science Information,mining the true,the good and the beautiful details;attention to mobilize the media employees subjective initiative and initiative and other countermeasures. |
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