Research On The Construction Path Of County-level Integrated Media From The Perspective Of Participatory Communicatio

In the era of full media,the process of media integration has deepened.In 2018,General Secretary Xi Jinping made the decision to "strengthen the construction of county-level integrated media centres to better guide the masses and serve them." The important instruction.As the leading theory of the pluralistic paradigm of development communication,participatory communication advocates that the needs of the masses are the focus of attention,which is in line with the current expectations of the central government for the construction of county-level integrated media.This paper takes county-level integrated media as the object of study,starts from the perspective of participatory communication theory,selects the Guang’an District Integrated Media Centre as a case study,and analyses its construction path mainly through in-depth interview and questionnaire methods.Firstly,the construction of county-level integrated media centres nationwide,the construction of Guang’an District integrated media centre and participatory communication theory are explained;secondly,the actual situation of the construction of Guang’an District integrated media centre is analysed from the media path and user path respectively;finally,through the analysis of the case of Guang’an District integrated media centre,some common problems exist in the construction of county-level integrated media centres in China are summarised,and targeted improvement paths are proposed.The path of improvement is proposed for reference.Through a case study of the Guang’an District Integrated Media Centre,this research report concludes that the construction of county-level integrated media centres in China has problems such as serious homogenisation of content,platform service functions to be improved,weak ability to generate blood on its own,lack of full use of new technologies,rigid institutional mechanisms,and difficulties in introducing and retaining talents.In view of the above problems,this paper proposes to insist on content as the king and improve the quality of original content;insist on user orientation and increase the construction of platform;insist on diversified profits and enhance the function of "blood transfusion" and "blood creation";insist on technology and build a new ecology of media integration The company also insisted on breaking down barriers and reforming institutional mechanisms,and on taking advantage of talents to build a high-quality talent team.