Research On The Dilemma And Path Of County-level Media Convergence Development

Since 2014,media convergence has risen to the national strategic level.It has gone through three development stages: "accelerating the integration development of traditional media and emerging media","building all media communication pattern" and " promoting the media deep integration",the integration process has been gradually advancing into vertical deepening.However,in the context of media technology,business platform penetration and we media flooding,the mainstream discourse expression has been impacted,and its communication power,influence and guiding power are even facing the dilemma of digestion.In order to compete for the right to guide public opinion,the state carries out the construction of a new communication system from top to bottom,and the integration of central,provincial and municipal media is gradually upgraded and improved.However,the county-level media,as the channel closest to the grassroots,is limited by funds,technology,talents,content,management,platform,etc.,which can not effectively play its communication and guidance power at the grassroots level,resulting in serious loss of users and media the problem of the decline of the audience rating.Therefore,it is very important to adapt to the development trend in the media era,pay attention to the construction of county-level media center,get through the "last mile" of media integration,and improve the communication power of county-level media.This study starts from the internal and external environment of county-level media convergence development,analyzes the impact of national policy,media technology,business platform and county-level media itself on county-level media convergence.Secondly,the paper analyzes the policy text,academic literature,news report and interview materials related to the county-level media convergence development as meta discourse by using the methods of literature analysis,field investigation and specific cases,mainly summarized the construction ideas,development models and construction effects of the county-level integrated media center,and found that there are ideological and cognitive deviations in the development of county-level media integration and backward management concepts;the system is rigid,the professional talents are short;the quality content is insufficient,and the service needs to be strengthened.Then combined with the theory of grassroots social governance,try to explore the integrated development path of county-level media from the spatial perspective of the internal integration and external extension of county-level media,mainly including the following three dimensions: the first is to jump out of the media logic,clarify its own positioning,and explore the positioning of county-level integration media center from the two perspectives of the separation of county governance carrier and higher-level media.The second is to reset the media elements,improve the system and mechanism,from optimizing the production process,increasing personnel training;using advanced technology,enriching the means of communication;focusing on user needs,producing high-quality content;improving operational capacity,exploring the profit model.The third is based on the scope of the county,improve the service ability,from the construction of mainstream public opinion position,build a comprehensive service platform,the formation of community information hub three levels to analyze how to improve the basic service capabilities of county-level media in the integrated development.Finally,the transformation of county-level media is considered and prospected.It is considered that in the integration development county-level media should pay attention to coordinating the relationship between content and platform,balancing the relationship between central and local governments,and expanding the research field to rural areas.From three aspects of rural public space,rural cultural revitalization,and grass-roots emergency broadcasting,it is suggested that in the integration development county-level media should also actively carry out rural communication practice activities and do a good job of re-subsidence services in rural areas.