Recommendations To Realize Media Function Of County-level Converged Media Center

The development of internet technology has altered the content-oriented production models.The modern media,with internet technology incorporated,has become more open,showing the obvious market-oriented characteristic.It creates a new media ecosystem as broadening the ways of information dissemination and bringing new profit growth points to the media industry.Since the 18 th National Congress of the CPC,"converging media" has gradually become the consensus within the national industry on media development from an accepted concept in academia,which has been considered into the national macro strategic layout of media development.In this context,major medias are required to steer towards converging media promotion.On the National Conference of Publicity and Ideological Work,General Secretary Xi explicitly stated that it is essential to make steady efforts in building converging media center at county level,thus better guiding and serving the general public.Integrating county-level medias,establishing a county-level converging media center,consolidating the mainstream of public opinions,building an information hinge at community-level while providing acomprehensive service platform for the masses signify the basic and crucial task of media convergence in our country.However,prominent issues in few county-level media centers including unclear positioning and division of labor,lack of innovation in brand content and lagging management pose daunting challenges for promoting the integration of mainstream media at community level and reshaping the image of the official media.Based on the background,this paper takes the typical county-level converging media centers in Hunan province as the main research object,and uses field investigation,in-depth interview and other methods to analyze and summarize the main problems existing in the construction of county-level converging media centers,therefore provide suggestions on perfecting function in the future construction as well as the considerable and sustainable development.