从新闻发布到城市叙事:区县级融媒平台的选题逻辑研究——基于“广州南沙发布”微信公众号的内容分析

从新闻发布到城市叙事:区县级融媒平台的选题逻辑研究

——基于“广州南沙发布”微信公众号的内容分析

林春萍

(广州市南沙区融媒体中心，广东省广州市510000)

【摘要】本文以“广州南沙发布”微信公众号为案例，探讨区县级融媒体平台的选题逻辑及其形成机制。研究发现，该类平台选题呈现“制度导向一城市叙事任务一受众需求”三重动力结构，其中制度逻辑决定内容底盘，受众需求提供传播效果，城市叙事是终极任务。该混合型机制在塑造地方公共叙事、构建城市治理接口的同时，也带来新闻边界模糊与公共领域受限等问题。

【关键词】区县级融媒体;选题逻辑;城市叙事;地方新闻;平台化新闻生产

From News Release to Urban Narrative: A Study on Topic Selection Logic of

County-Level Integrated Media Platforms

--A Content Analysis of the "Guangzhou Nansha Release" WeChat OfficialAccount

Lin Chunping

(Guangzhou Nansha District Converged Media Center,Guangzhou,Guangdong Province,China)

[Abstract] Taking the WeChat public account "Guangzhou Nansha Release" as a case study, thisarticle examines the topic-selection logic of county- and district-level integrated media platforms andthe mechanisms through which such logic is formed. The study finds that topic selection on theseplatforms is shaped by a threefold dynamic structure consisting of "institutional orientation, urbannarrative imperatives, and audience demand". Among these, institutional logic determines thefoundational framework of content production, audience demand provides the basis forcommunication effectiveness, and urban narrative constitutes the ultimate mission. While this hybridmechanism contributes to the shaping of local public narratives and the construction of interfaces forurban governance, it also gives rise to problems such as the blurring of journalistic boundaries andconstraints on the public sphere.

[Keywords] county- and district-level integrated media; topic-selection logic; urban narrative; localnews; platformized news production

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