Research On County-level Media Communication Channel Strategy In Jiangxi Province

Under the background of the rapid development of the mobile Internet,the Party Central Committee has always attached great importance to the development of "media integration." Since 2014,the “media integration” development strategy has risen to the national level,which was called the first year of “media integration”development..With the in-depth development of the Internet,the information revolution has brought about a revolutionary transformation of the way information is produced and disseminated.The booming Internet has increasingly become the distribution center for information,the source of public opinion,and the main front of ideological confrontation,causing the government to gradually lose its status as a mainstream voice.It has had a tremendous impact on the current ideological work propaganda and social governance in China.Based on this,on August 22,2018,General Secretary Xi Jinping pointed out at the National Conference on Ideological Work that it is necessary to do a good job in the construction of county-level fusion media centers to better guide the masses and serve the masses.This important speech means that the focus of promoting media integration has shifted from the central to the local,from the media above the provincial level to the grassroots media,providing a fundamental basis for the construction of county-level integrated media centers,indicating the direction of development.County-level media is an important carrier of grassroots communication.It has the characteristics and advantages close to the grassroots and close to the masses.It is an important support for the party's news and public opinion work and the improvement of government governance.At present,county-level media construction has been nationwide.The inner media has been opened up,and the practice of media integration at all levels has been based on the creation of a distinctive "Internet +government affairs".With the exploration of the "two micro-ends" of the local party and government portals,a number of county-level integrations have emerged.Media center.However,the construction of county-level integrated media in China is still in its infancy.Although there is no standard answer to the integration of media construction,there are many problems in terms of content,channels and institutional mechanisms in various regions.How to realize the “organic integration” of media?From the true integration to the integration,it is the current predicament and challenge of county-level media integration.In view of the above two aspects,this paper will combine the theory of "media integration" to take the county-level integration media construction in 100 counties,districts and cities of Jiangxi Province as the research object,and conduct in-depth research from the perspective of communication channels,through data collection and statistics,This paper analyzes the current two-channel communication channel of county-level media,and concludes that the current development of county-level media center in Jiangxi Province mainly relies on the status quo of WeChat communication and the lack of coordination among channels,and the development gap is too large.main problem.In view of the proposed problems,the author puts forward the development strategy of the “two micro-ends” communication channel of local government affairs in the context of the overall planning,role orientation and mechanism of the platform to accelerate the county-level media.Fast and good development,strengthen and expand the local party and government new media,and maximize the effect of communication.