刘思琦

摘  要：县级融媒体中心建设已走过3个年头，作为国家媒体融合战略布局的重要组成部分，县级融媒体的建设是全媒体体系建设中的关键环节。由于我国欠发达地区存在经济落后、基础设施不完善、创新机制僵化等问题，其县级融媒体中心的建设工作开展得一直不太顺利。文章通过参与式观察和深度访谈等调查方式，聚焦欠发达地区B县的融媒体中心建设工作，将已有的宏观论述与具体的媒体融合实践相结合，从政治、平台和资本3个逻辑层面探析欠发达地区县级融媒体建设问题，指出欠发达地区县级融媒体建设过程中存在的问题，建议相关单位在县级融媒体建设过程中要因地制宜，充分发掘地方特色，搭建具有文化特色的共同体平台，并且要培养工作人员的用户思维，注重与平台受众的社交互动，做好基层服务。

关键词：县级融媒体;欠发达地区;媒介逻辑;媒体融合

中图分类号：G221;G229.2文献标识码：A

DOI：10.19881/j.cnki.1006-3676.2021.09.07

An Analysis of the Logic and Dilemma Path of County-level Converment Media Construction in Underdeveloped Regions

Liu Siqi

（Communication University of China，Television School，Beijing，100024）

Abstract：The construction of county-level convergent media center has gone through three years and as an important part of the strategic layout of national media integration，it is a key link in the all-media system. Based on China，under the severe challenge of regional digital divide，underdeveloped areas have been in a disadvantageous position in the process of building the all-media system due to the drawbacks of backward economy，imperfect infrastructure，and rigid innovation mechanism. Through participatory observation and depth interviews，this paper focuses on the case of B county-level convergent media center in underdeveloped areas，compares the existing macro discussion with the specific practice of media integration，and considers the construction of county-level convergent media in underdeveloped areas from three aspects of politics，platform and capital，points out the difficulties in the construction process and proposes an optimized path. On the one hand，it is necessary to adapt to local conditions，excavate characteristics and build a cultural community; on the other hand，it is necessary to cultivate user thinking and focus on social interaction to provide grass-roots services.

Key words：County-level convergent media;Underdeveloped areas;Media logic;Media convergence

2018年8月21—22日，習近平总书记在全国宣传思想工作会议上强调“要扎实抓好县级融媒体中心建设”，这显示出党中央对县级融媒体的重视。2020年9月，中共中央、国务院印发的《关于加快推进媒体深度融合发展的意见》强调，要完善中央媒体、省级媒体、市级媒体和县级融媒体中心四级融合发展布局。2020年年底，对于县级融媒体的基层建设基本完成。从政策角度看，县级融媒体中心建设是国家主流媒体建设的基层托底工程，随着县级媒体融合实践如火如荼地开展，相关的学术研究也逐步展开。……