Research On The Construction And Development Of Anyang Media Integration Center Under The Background Of China's News Refor

In the face of the new media pattern in the Internet era,media integration came into being,and the construction of integrated media has become the driving force of the times.Since its implementation in 2004,the practice of media integration has fully reflected the central government’s deployment requirements for promoting the deep integration of traditional media into emerging media in terms of content,channels,platforms,operations,management,etc.,and has been moving towards the grand goal of forming a three-dimensional and diverse,integrated development of modern communication system.Media integration includes the combination,convergence and even integration of all media and their related elements,including not only the integration of media forms,but also the integration of media functions,communication means,ownership,organizational structure and other elements.The development of media integration in the Internet era not only provides the dissemination of news content,but also integrates various resources such as newspapers,radio and television stations,self-media,and the Internet,and slowly forms a more complete integration system of "news + government affairs + public services + TV + e-commerce".Prefecture-level and city-level media are between central media and county media,opening up the existing four-level media distribution and connecting a complete context of media integration,and prefecture-level media integration is an indispensable part of the media integration process.Taking China’s news reform as the industry background,this study takes the Anyang Media Integration Center,which was officially established in July 2021,as the research object,and uses case analysis,participatory observation,interviews and other research methods to combine the process of China’s news reform and media integration theory with the construction practice of prefecture-level and city-level media integration centers,and analyzes the role transformation of prefecture-level and municipal media integration centers in the two major public opinion fields of traditional media and new media.Focusing on the policy research and consultation before the establishment of Anyang Media Convergence,the media concept at the beginning of its establishment,and the development prospects after formal operation,combined with the role of media governance in the construction of Media Convergence Center,the development model of prefecture-level and city-level media integration was investigated and analyzed.In view of this,this paper argues that the construction of prefecture-level media integration centers should first strengthen the top-level design,collude with the context of the four-level media,and make the media at all levels have a cluster effect to form a joint force.Secondly,it is necessary to combine the local characteristics,use the principle of proximity to open interaction,strengthen local mainstream public opinion,form its own unique brand,and build its own multi-carrier media platform;Finally,it is necessary to use media integration to stimulate local vitality,improve the media literacy of media workers,change concepts,jump out of the publicity-based thinking,improve the talent training model,and form a new pattern of innovation and development.