Continuous 'Empowerment':Research On The Changes In Media Functions Of County-level Media In Gansu Province

County-level media is the grassroots media closest to the masses in China.It plays a role in contacting and serving the grassroots masses,and is an important part of the in-depth development of media integration.The history of county-level media development in Gansu Province,a less developed region in the west,is also worth observing and reflecting on.This paper takes the development history of county-level media in Gansu Province as the object of investigation,observes the change of media functions of county-level media,and analyzes the reasons for its change.The changing functions of county-level media in Gansu Province have gone through three main stages of development:The first stage is from the beginning of the founding of the People's Republic of China to the reform and opening up,the function of county-level media is prominent under the "empowerment" of policies;the second stage is from the reform and opening up to before the 18th National Congress of the Communist Party of China,the function of county-level media is prominent under the"empowerment" of the market;the third stage is since the 18th National Congress of the Communist Party of China,the function of county-level media has been prominent under technological "empowerment".These three stages reflect that the change in the function of county-level media in Gansu Province has undergone profound changes from mobilizing the masses to serving the masses,from relaying programs to independent innovation,and from propagating policies to participating in governance,behind which is the result of the combined effect of state propaganda,technological empowerment,regional precipitation and social governance.On this basis,this paper combines the current strategic background of county-level media integration reform and looks forward to the reform direction of the construction of county-level integrated media centers in Gansu Province,arguing that they need to continuously improve media functions,cultivate Internet thinking,combine local characteristics,ensure content quality,focus on user needs,activate user creativity,optimize talent structure,refine assessment mechanisms,activate data potential,build and share common governance,and develop It should also develop grid-based governance,reach out to grassroots communities,truly play its function as a county media,and open up the "last mile" of grassroots social governance.