Study On The Promote Policy Of Radio And Television Media Convergence In Jiangxi Province

With the advent of the mobile Internet era,in the context of changing government functions and deepening system reform,in order to deepen the supply side reform in the field of media and improve the communication,guidance,influence and credibility of mainstream media in the new era,the party and the government decided to carry out media convergence practice nationwide.On August 18,2014,the fourth meeting of the leading group for comprehensively deepening reform of the CPC Central Committee deliberated and adopted the guiding opinions on promoting the convergence and development of traditional media and emerging media,vigorously advocated the innovative transformation and structural convergence of the media industry,marked the beginning of media convergence practice nationwide.In order to promote the continuous deepening of media convergence,senior leaders of the Central Committee delivered a series of important speeches and discussions,and a series of documents were issued one after another.This paper will use policy instrument theory to analyze the operation of media convergence development policies in Jiangxi Province.By combing the policy content and development process of the convergence of radio and television media in Jiangxi Province,this paper summarizes the policy content,policy implementation and policy effectiveness of the convergence of radio and television media in Jiangxi Province since 2010-2019,which is divided into three stages,i.e."embryonic stage,initial stage and promotion stage".This paper introduces the theory of policy instrument,selects the policy tools classification method of "supply side,environment side and market side",and analyzes the distribution of the above-mentioned policies in the three types.Meanwhile,it analyzes the release time,release organization and type of those policies.It is concluded 4 features that,the convergence of radio and television media focuses on the promotion of ideological understanding and the integration of mechanism and system,the use of policies in market side is few and the low-frequency,the use of policies in supply side and the environment side is unbalance,and the policies implement focus is shifted with time and form.Based on the analysis results of policy instrument,combined with the research of some media units in Jiangxi Province and the experience of media convergence in other provinces,this paper deduces that there are some problems in the formulation and implementation of media convergence development policies in Jiangxi Province,such as the number of policy instrument is small and unbalanced,the media convergence process in province,cities and counties is unbalanced,the convergence depth is still insufficient,and the administrative basis is vacant.And the causes of the problems are discussed.It is believed that the ability of management departments to use policy instrument scientifically needs to be improved,the development goals of media convergence in province,cities and counties are not clear,the subjective and objective conditions for the development of radio and television media integration are not good,and the top-level design of administrative policies is delayed.To sum up,In order to achieve the goal of media convergence development policies,this paper puts forward suggestions for the implementation of Jiangxi media policy in the next stage.It is necessary to make comprehensive use of various policy instrument such as finance,taxation and credit,set clear media convergence development goals of adjusting measures to local conditions and complementing each other's advantages for the media in province,cities and counties,enhance the production and broadcasting operation of the media itself by increasing the establishment of talent team,improving the functional structure of the platform,and carrying out information services,and improve the formulation and modification of laws and regulations,establish cooperative management mechanism and policy evaluation system.