Research On Public Service Construction And Promotion Strategy Of County-Level Converged Media Center

Since 2018,China has held a series of conferences to comprehensively deploy the construction of county-level integrated media centers,and county-level media have thus ushered in a major development opportunity.County-level integrated media centers are the most basic part of China’s media structure,the best medium for providing public services to the grassroots,and an important grip to help build a service-oriented government.Therefore,county-level media centers should implement the concept of“guiding the masses and serving the masses” and promote the two-way development of“information dissemination” and “public services”,so as to realize the goal of opening up the “last mile” of grassroots services.The development goal of “the last mile” of grassroots services.From the perspective of the new public service theory,this study explores the specific ways and construction effects of Youxi County’s integrated media center in public service practice,discovers the problems in the construction process and digs into the deeper reasons.From the theoretical perspective,it summarizes the construction principles of public services of county-level integrated media centers and proposes strategies to improve the public service capacity of county-level integrated media centers.This study discusses the “localization” transformation of the new public service theory in China,explains the applicability of this theory to county-level media centers and its guiding significance,and then elaborates the internal logical relationship between county-level media centers and public service construction to lay the foundation for the later study.Through questionnaire survey,field research,and case study,the public service construction paths of the county-level integrated media center in Youxi County are explored,and the three construction paths of the county-level integrated media center in Youxi County,namely,diversified development of media reporting forms,normalized construction of government information communication,and platform construction of livelihood information services,are concluded to realize the public service supply.A questionnaire survey was used to understand the satisfaction of the county people with the content of county-level integrated media public services.From the perspective of the county people,it was found that the construction of public services in the integrated media center of Youxi County has problems such as poor platform operation,weak function development and poor interactive feedback channels.After an in-depth analysis of the problems,it was found that the solidification of mechanisms and systems,difficulties in integrating social resources,lagging service concepts,and insufficient technical investment are the essential reasons that restrict the development of public services in the Youxi County integrated media center.Finally,the core concepts of the new public service theory are fully condensed,and three principles are briefly described for the construction of public services in county-level integrated media centers:the role is positioned as an intermediary,the service object is citizens,and the core concept is the pursuit of public interest.Based on the construction principles and common problems,the corresponding countermeasures are proposed from four aspects:first,strengthening the top-level design and implementing the concept of “service rather than steering”;second,encouraging the participation of multiple social subjects to realize an efficient linkage service model;third,adhering to the “people-oriented concept”.Third,adhere to the “people-oriented concept” to improve the level of construction of convenient services;fourth,open up information feedback channels to promote interaction between the government and the people.We hope to provide some reference for the public service construction of county-level integrated media centers.