Research On The Problems And Countermeasures Of Yunnan County Financial Media Center Helping Rural Revitalization From The Perspective Of Media Ecology

Under the background of the modernization of the national governance system and governance capacity,the rural revitalization strategy is an important strategic deployment to promote the modernization of agriculture and rural areas,and the all-media structure is a key measure of the modernization of the communication system.As a foundation project in the all-media communication system structure,the county-level financial media center has the natural advantage of being close to the grass-roots political institutions and social organizations.It shouldering the important responsibility of "guiding and serving the masses",so strengthening the construction of county-level financial media centers is conducive to promoting the realization of the goal of rural revitalization.Media ecology regards media--society--nature--human as an organic whole.Media communication activities do not exist in isolation,but are closely related to the change and development of media ecosystem.In media ecosystem,there are three ecological factors: society,community and internal.Ecological factors affect the overall balance of media ecosystem,and then affect the effectiveness of county-level media center in the process of rural revitalization.Therefore,under the guidance of the theoretical framework of media ecology "social ecology","community ecology" and "internal ecology",this paper takes the integrated media centers in Wenshan,Maitreya and Chengjiang of Yunnan Province as research objects,and adopts the research method of combining questionnaire survey and in-depth interview.This paper examines the existing problems of Yunnan County financial media Center in helping rural revitalization from macro,medium and micro levels and proposes corresponding countermeasures based on the research principle of media ecology.It is found that at the level of social ecology,county-level financial media centers have some problems,such as weak ability of public opinion guidance in rural areas,weak ability of self-hematopoietic and blood transfusion,weak ability of bottom-up feedback,and weak ability of platform independent research and development.At the community ecological level,there are problems such as shallow integration of old and new media and prominent homogenous competition.At the internal ecological level,there are problems such as lack of talent supply,weak connection with the countryside and poor content quality.Inview of the above problems,the author follows the research principles of overall optimization of media ecology,mutual progress,diversity,balance and harmony,virtuous cycle,and moderate regulation,and proposes that Yunnan county financial media Center should pay attention to the organic combination of content and service at the macro level,effectively linkage with the market,and cooperation with grassroots Internet celebrities to improve farmers’ media literacy.At the meso-level,an effective incentive mechanism should be established,and local characteristics should be deeply explored for differentiated competition.At the micro-level,it is necessary to further balance reporting issues,enrich product forms,standardize push time and adjust push frequency.In order to promote the virtuous cycle of the internal and external resources of Yunnan county media center,improve the quality and efficiency of media products,and better help rural development.