| Media integration is an important policy for China's media transformation.The rapid development of self-media,the tightening of advertising policies and the change of audience's reading habits have caused mainstream media to encounter unprecedented survival challenges and severe tests.The county-level media,in particular,are looking for vitality in the cracks and have been greatly impacted.If the arrival of the era of self-media breaks the monopoly authority of traditional media,then integration will be the fundamental principle for traditional media to realize self-reconstruction.At present,from top to bottom inside and outside the industry,media integration must be discussed.The importance,urgency and necessity of media integration are self-evident.In January 2013,the State Administration of Radio and Television issued "Opinions on Promoting the Development of Internet Radio and Television by Mainstream Media",pointing out that it is of strategic significance to promote the development of new media by radio and television stations,and it is an inevitable trend to promote the integration and development of radio and television stations and new media [State Administration of Radio and Television.Opinions on Promoting the Development of Internet Radio and Television by Mainstream Media.Support some local media with relative strength and enterprising spirit to pilot the construction of network radio and television stations and strengthen the content construction,which has laid a good foundation for the integration of county-level media in our country.As the first-line media closest to the grassroots,county-level media have an obligatory responsibility to actively disseminate social positive energy and guide the masses.In the process of building county-level financial media centers,media products and release forms are also constantly improving.News client platforms are more autonomous and can contact more third-party platforms to exchange resources.Create its own news client at the county level to attract more readers to realize traffic realization.In addition,due to the uniqueness of the mobile phone news client itself,such as news timeliness,writing methods,communicationmethods,etc.are quite different from the traditional media platform,these inherent modes have been broken and at the same time brought changes to the working methods of journalists and the reading habits of the audience.This paper attempts to analyze such changes,explore the construction path of county-level media news clients and put forward feasible suggestions.The county-level media news client is different from the common aggregated news client,which not only stays in the aspect of "watching",but also deserves more emphasis on "using".General Secretary Xi Jinping pointed out that county-level financial media centers should pay attention to two aspects,one is to guide the masses and the other is to serve the masses.The county-level media should also pay attention to this when creating their own news clients.While improving the news information release function,improving their own service attributes and bringing better product experience to users are the basic approaches to the development of news clients.However,the construction of county-level media news clients is not optimistic,such as the shortage of small materials,large vacancies of talents,unsound operation mechanism,rigid internal personnel thinking and other issues,which have resulted in the continuous loss of young and active users,the shrinkage of grassroots radio and television services,and the reduction of advertising revenue and financial revenue.According to this,this paper proposes to build a community news model,establish a brand concept,Expand the profit model and other specific measures to improve the construction of county-level media news clients. |
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