县域自媒体崛起的媒介逻辑分析——基于河南省15个县域自媒体微信公众号的研究

Media Logic Analysis of Self-media at the County-level: A Study of 15 Public Accounts of Self-media Wechat in Henan Province

县域自媒体的“自我”属性,一定程度了解决了城乡居民的“群体失语”问题,也带来“公共空间”的日益壮大。与此同时,县级大众传媒在乡村政治、市场、文化娱乐等信息传播的主导作用及社会治理功能不断被弱化,这为县域自媒体拓展生存发展空间提供了便利。木文站在媒介逻辑的视角,用定量的研究方法,以河南15个县域自媒体微信公众号为研究对象,探讨县域自媒体的发展逻辑。研究发现,在县级媒体融合的进程中,县域自媒体表现出强劲的生命力,对县域的新闻资源进行组合和整合,其多样性、选择性以及强互动性远胜于此前的大众传媒,弥合了生产者和消费者之间的鸿沟,在融入县域社会实践的过程中,传播效果较好。但在发展前景、报道规划、原创与否以及与城乡之间的联系等方面上仍然有待加强。

The "self" attribute of county media has solved the problem of "group aphasia" of peasants to a certain extent,and the "public space" brought by it is also growing.At the same time,the leading role of county-level mass media in rural politics,market,culture and entertainment and other infonxiation dissemination and social governance functions have been weakened,which widens the survival and development space of county-level selfmedia.From the perspective of media logic,this paper uses quantitative research methods to analyze the seli-media Wechat public numbers in 15 counties of Henan Province.The research finds that in the process of county-level media convergence,the county-level self-Media has shown strong vitality,combining and integrating the coulevel news resources,and its diversity and selectivity.And the strong interaction is much better than the previous mass media,bridging the gap between producers and consumers,in the process of integrating into the county social practice,to achieve its dissemination effect.However,the development prospects,report planning,originality and the connection with the countryside still need to be constructed.