Research On The Construction Of County-level Converged Media Center In Guizhou Province

The rapid development of China's information technology and the Internet has changed the media landscape,the ecology of public opinion,the means of communication,and the overall environment.In August 2018,General Secretary Xi proposed general requirements for the construction of county-level converged media center.The construction of county-level converged media has become the focus of the current media convergence development.Guizhou Province is located in the southwestern part of China.On the one hand,it is rich in tourism resources and multiethnic settlements.On the other hand,the economic conditions,cultural level,and informatization level of counties and cities in the province are relatively low.The situation of grassroots public opinion is complicated.Relying on the good opportunity for media integration to reach the grassroots level,county-level converged integration will help build a good news circulation circle and comprehensive information hub for the grassroots.This article first sorts out the development context of media convergence in China,and selects Panzhou county-level converged media center,Tongzi county-level converged media center,and Xiuwen county-level converged media center as the research objects for comparative research.The study found that: First,in the media organization and management,the three county-level converged media centers each have their own emphasis on the system design,and issued relevant documents based on the local county conditions;the functions of each center are relatively small,and the department management is presented in the department setting Trend.Second,in terms of function construction,the three county-level converged media centers highlight the one-click service function of the financial media platform,creating "news + government affairs","news + services",and "news + industry" to meet the grassroots.Third,in terms of content production and dissemination,the three countylevel converged media centers have improved the traditional news production methods through process reengineering;Through the client,Douyin short video,WeChat public account,Weibo and other platforms to achieve the improvement of thecounty-level information governance system and the modernization of information governance capabilities;content dissemination adheres to the localization strategy to create a news brand with local characteristics.The research summarizes the practices of the three county-level converged media centers,and considers that the three county-level converged media centers have made certain achievements,such as innovating the form of news content,attaching importance to the construction of public opinion at the grassroots level and supervision of public opinion,reforming the innovation mechanism,highlighting functional integration,make good use of short video dissemination.But there are also shortcomings such as weak personnel management,insufficient function construction leading to weak "hematopoiesis" functions,and lack of new technology applications for content production and dissemination.The study suggests that county-level converged media,as the focus of current media integration,can do a good job at providing grass-roots services and guidance:adhere to grass-roots public opinion and build public opinion supervision,take proactive actions,adhere to good quality content and diversified dissemination in parallel,actively create "News +" functional services to promote the economic development of county-level converged media through cross-industry cooperation.The development of 5G technology,big data technology and artificial intelligence will bring higher requirements and challenges to county-level media.The research hopes that county-level converged media can actively embed large platforms in future construction,gain more shared resources,expand the development field of countylevel converged media,and accelerate the development speed.