An Analysis On The Construction Of County-level Converged Media Center In The Era Of Mobile Internet

With the rapid development of China's mobile communication technology and the Internet,human beings have fully entered the era of mobile Internet.The emergence of new media technology has caused tremendous impact on the development of traditional media,leading to many changes in media communication patterns,public opinion,audience and media environment.In order to cope with these new changes and adapt to the increasingly mobile,fragmented and autonomous communication pattern,the deep integration of traditional media and new media has became an unstoppable trend.From August 21 st to 22 nd,2018,President Xi Jinping pointed out at the National Conference on Propaganda and Ideological Work: "We must do a good job in the construction of county-level converged media centers to guide and serve the masses better." This indicates that China's construction of media convergence has begun to penetrate into the grassroots communication system.The construction of county-level converged media center has become an important emphasis of national media convergence strategy.However,China's county-level media resources are very fragmented and have been plagued by multiple difficulties in finance,management,resources and capabilities for a long time.So most counties and districts are confused about the construction of the county-level converged media center.Or there are many problems and dilemmas that are difficult to solve in the process to build the county-level converged media centers.Taking the background of media convergence as the starting point,this paper comprehensively discusses the conceptual changes,development trends and characteristic directions of the media convergence,and deconstructs the historical evolution,the background of the times,the policy logic and the functional orientation of the construction of county-level converged media centers in the new era from the macro level.In addition,this paper creatively analyzes the construction mode of county-level converged media center,and combines the case of Zhejiang Changxing Media Group,Ningxia Qingtongxia Media Center and Jiangxi “Ganpoyun” platform to explore the status and problems of county media convergence reform in China at the present stage.It proposes five major construction strategies imcluding institutional mechanism reform,deep content integration,conceptual thinking transformation,technical service support,and personalized development,in order to provide some ideas and inspirations for the construction of county-level converged media centers in China.