An Empirical Study on the County-Level Integrated Media in the Context of Rural Revitalization: the Analysis of Factors Affecting the Audience's Evaluation of Service Function
Abstract
The construction of county-level integrated media centers has been an important field for the development of new mainstream media in China.Based on the data of the questionnaire survey,using correlation analysis and causal step-wise regression methods,this study examined the relevant factors that affect the audience's evaluation of service function of county-level integrated media in China.The study find out that the media credibility of the county-level integrated media serves as a mediating variable,and it plays an important mediating role between the media contact behavior and the evaluation of its basic service function and of its role in promoting rural revitalization.Therefore,in the context of rural revitalization,in order to better construct county-level integrated media centers,we should attach great importance to cultivating audience’s media contact habits and enhancing the credibility in county-level integrated media.
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DOI: https://doi.org/10.18686/mcs.v4i1.1474
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