A Study on the Reconstruction of the Communication Power of Local Mainstream Media in the Context of Omnichannel Media

Abstract

In an all-media ecosystem characterized by comprehensiveness, holism, inclusivity, and effectiveness, local mainstream media—as the core vehicle for guiding regional public opinion, a key participant in grassroots governance, and a link for preserving local culture—is facing multiple challenges, including shifts in the communication landscape, ongoing user attrition, and declining communication effectiveness. The development of their communication capabilities has reached a bottleneck marked by “superficial application of technology, lagging institutional innovation, and unclear practical pathways.” This paper systematically analyzes the impact of the all-media ecosystem on the communication power of local mainstream media and the practical challenges they face. It reinterprets the theoretical implications and value shifts of communication power within the all-media framework. Ultimately, it proposes a path for reconstructing communication power through synergistic efforts across three dimensions—institutional, technological, and actor-based — to provide practical guidance for local mainstream media to overcome developmental challenges and achieve high-quality development. The study finds that the essence of reconstructing the communication power of local mainstream media lies in a transformation from an “institution-centered” to a “user-centered” approach. Technology serves as a necessary foundation, institutional innovation as a core safeguard, and actor collaboration as the key to implementation. Furthermore, leveraging the advantage of “locality” to achieve differentiated development constitutes the core logic of their survival.