单 位：
河北省城市传播研究院;河北大学新闻传播学院
关键词：
重大突发事件;县级融媒体;乡村传播;情感动员;巨鹿发布
摘 要：
作为信息传播的"最后一公里",县级融媒体中心凭借其独特的地理位置优势和在当地群众中的公信力成为最贴近乡村百姓生活的舆论阵地。特别是在重大突发事件中,县级融媒体需要发挥本地媒体的引导力,推动乡村社会治理,以舆论引导助力乡村振兴。以巨鹿县融媒体中心的微信公众平台"巨鹿发布"为研究个案,通过对其传播文本的内容分析,发现其乡村疫情传播中的情绪动员机制,即:启动融媒体全方位传播消除地方疫情不确定性,有效疏解恐慌情绪;以暖新闻扩音机制,强化舆论的情绪感染力;以行动策划实施引导,推动舆论情绪的正向转化。以此为参考,为县级融媒体乡村传播合理实施情感动员提供有效策略。
译 名：
Emotional Mobilization Mechanism of Rural Communication in County-level Convergence Media Center in Major Emergencies: A Case Study of the Articles of "Julu Release" about COVID-19 in Countryside
作 者：
ZHEN Weiran;DING Lin;School of Journalism and Communication,Hebei University;Hebei City Communication Academy;
关键词：
major emergencies;;county-level convergence media center;;rural transmission;;emotional mobilization;;Julu Release
摘 要：
As the "final station" of information dissemination, with its unique geographical advantage and credibility, county-level convergence media center has become the public opinion center closest to rural people. Especially in major emergencies, it plays a guiding role for local media to promote rural social governance, and uses public opinion guidance to help rural revitalization. This article takes the WeChat public platform "Julu Release" of Julu county-level convergence media center as a case. Through analyzing the content of its texts, the authors find out the emotional mobilization mechanism in its rural transmission of epidemic, including three points: initiating all-round spreading of the media and eliminating the uncertainty of the local epidemic situation to relieve panic; using warm news amplification mechanism to strengthen the emotional appeal to public opinion; planning and action as guidance to promote the positive transformation of public emotions. As a model, "Julu Release" provides an effective strategy of rational implementation of emotional mobilization for county-level convergence media centers.
