A Research On The Public Welfare Communication Of Zhenhai Radio And TV Station From The Perspective Of Media Convergence

It is a fact that the public nature of mass media boosts the flourished development of the public welfare communication.With the rapid booming of information technology,such as the internet,the big data and the cloud computing,it shows that media convergence has brought disruptive challenges to the traditional media.As the most vivid practice of media convergence,the county-level radio and television media are confronting new opportunities and new challenges in the field of public welfare communication,but the researches on public welfare communication of county-level media have not been attracted enough attention yet.According to this thought,this study focuses on the Zhenhai Radio and TV Station,which is a pilot demonstration area of media convergence in Zhejiang Province,analyzing its public welfare communication strategies,public welfare communication effects and existing problems of Zhenhai Radio and TV Station in the field of media convergence.It is hope to promote the development of traditional radio and television media and help to play a greater role in the process of media convergence by finding several suitable strategies.The research uses amount methods,such as case studies,interviews,questionnaire and so on.Through the research,this paper believes that the Zhenhai Radio and TV Station develops its public welfare communication based on the geographical advantages of being close to the various resources.After applying the four-dimensional framework theory of public welfare communication to analyze "media","government""enterprise"and "public" in typical public welfare communication cases,it shows the fact that the interaction between Zhenhai TV Station and radio station,as well as between TV station and new media in public welfare communication is particularly obvious,and the subject of "media" has become the core force in public welfare communication,which played an important role in "connecting "and "enabling".At the same time,this study believes that the way of "vertical linkage" of radio and television carried out by Zhenhai Radio and TV Station will bring new development of public welfare communication under media convergence,and gradually form a new mode of"integrated public welfare communication".However,due to the shortcomings of the traditional media,the problems such as the dispersion of public welfare communication resources,the non-professional communication forces and the imperfect service mechanism are more obvious,which to some extent reduces the effectiveness of public welfare communication.Therefore,this paper puts forward the suggestions that Zhenhai Radio and TV Station and county-level radio and TV station in surrounding districts can make an effort in public welfare communication branding,media integration and cross-boundary collaboration,including innovating local public welfare activities,reserving a group of local public welfare communication talents,segmenting audience groups for accurate publicity,and forming a joint force between internal and external linkages.It is hoped that the county-level radio and television media combine their own advantages and characteristics,overcome traditional shortcomings,actively innovate and develop public welfare communication in the perspective of media convergence.