Rsearch On The Predicament Of County-Level Converged Media In Kham-Tibetan Area From The Perspective Of Omnimedia

In the context of the construction of an all-media communication system,the construction of the communication process at the end of the Kham Tibetan dialect district and county-level converged media center is of great strategic significance.In 2014 and 2019,the Party Central Committee and the government have repeatedly emphasized the need to strengthen the construction and transformation of County-level converged media center at various meetings.At the end of August 2020,General Secretary Xi emphasized the importance of maintaining the unity of the motherland and strengthening national unity at the Seventh Central Tibet Work Forum.The Kham Tibetan dialect area is an important part of my country's Tibet-related areas.The construction of its integrated media center is related to the stability and security of the local society.The difficulties faced in the construction process are typical and representative.Therefore,in the omnimedia perspective,it is of urgent practical significance to carry out research on the integration dilemma and countermeasures of the County-level converged media center in the Kham Tibetan dialect area.The researcher analyzed the operation of the official WeChat account and Douyin and the tendency of manuscripts of the three places of the Rong Media Center in Shangri-La,Yunnan,Garze Baiyu,and Qinghai Yushu.By using a combined research method of in-depth interviews and questionnaires to explore the media contact and evaluation of users of Converged Media Center.And from the perspective of the County-level converged media center itself,the County-level converged media center and the government,and the County-level converged media center and the Tibetan audience,it puts forward its all-media transformation strategy.The study found that the content of the Media Center is mainly government news,and the number of people's livelihood content in Tibetan is low.The integration process of the Converged Media Center itself is slow.The people in the farming and pastoral areas of the three regions have limited knowledge of the Converged Media Center.The audience of the Converged Media Center has a high degree of attention on the WeChat platform,and the number of APP downloads is small.In terms of social governance,the connectivity between the three local media centers and grassroots users is poor,and the grassroots services provided are very limited,resulting in low audience participation in grassroots governance.The level of cooperation between the county-level converged media center and related institutions is low,data sharing is not smooth,and the integration of government resources is insufficient.This research explores the specific dilemmas of the construction of the County-level converged media centers in the three regions from the perspective of omni-media communication,and analyzes some typical cases.Researchers proposed that local county-level financial media centers should transform from three aspects:"connecting grassroots users," "obtaining administrative resource support," and" cultivating governance identity",to create a community of communication and acceptance,break through resource barriers,and cultivate a self-governing mindset for the masses.This study also combined some excellent communication cases to do a specific strategic analysis,answering the basic path of "building a strong" and "good use" of the county-level converged media center in the Tibetan dialect area of Khampa.To a certain extent,it expands the research perspective of the county-level financial media center in the Kham Tibetan dialect area.At the same time,based on the actual situation of Tibet-related areas,it improves the innovation power model and puts forward some reference suggestions,which have certain theoretical and practical significance.