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Media fusion，General Secretary Xi Jinping officially proposed at the National Publicity and Ideological Work Conference on August 19, 2013，By June 30, 2020, General Secretary Xi Jinping emphasized at the 14th meeting of the Central Committee of the Central Committee to comprehensively deepen the reform committee.，7 years have passed。During the 7 -year construction and development period，From central media to provincial -level、Local -level media，Especially county -level media，Media integration is generally expanded nationwide，and achieved staged results。Several important speeches made by General Secretary Xi Jinping，Make clear planning and requirements for the functional goals of media integration and development paths，The fundamental follow and action guide for the integration and development of my country's media。

　　The functional goals of the media deep integration and development

General Secretary Xi Jinping emphasized when the 12th collective study of the Political Bureau of the CPC Central Committee，"Promote media integration and development，To persist in integrated development direction "，"To persist in mobile priority strategy，Let mainstream media use mobile communication，firmly occupying public opinion guidance、Thought leaders、Cultural inheritance、The Communication Supreme of the People's Communication "。The speech of General Secretary Xi Jinping clarified the functional goal for the deep integration of the media in my country。

Public opinion guidance。Public opinion guidance is an important function and responsibility of the media。New Media era，New media is affected by "de -authoritivity" bet365 best casino games and "decentralization"，The function of public opinion guidance has been ignored and weakened to a certain extent。For the new mainstream media，Public opinion guidance responsibility on shoulders，Weighing as Taishan，is the ability of "home nursing home"，It is necessary to further consolidate and strengthen in the media fusion development。Today，Chinese society is in a transition period，Various social contradictions gradually prominent，Some social media and self -media spread false information，Confusion audiovisual，blinded people's sight，I interfere with people's normal judgment and cognition of things。Especially the new media era，News reversal occurs，It makes people indifferent to，It is difficult to distinguish between true and false。At this time，New mainstream media need to speak in time，Guide the society with the right public opinion、Guide the public，Meet the public understanding the facts、Demand pursuit of truth。

Thought leaders。Correct thoughts are both society and health、The spiritual basis for stable development，It is also the source of the motivation that people move forward towards the established goals。News media as the "mouthpiece" as the party and the people，It is the role of ideological leadership through the public opinion platform and news communication。Diversified in social value、Under the background of diversification of culture，Various error thoughts and trends of thought multiplied。Especially in the information age，The wrong trend of thought can spread through the Internet，The concentrated unity in the ideological field is impacted to a certain extent。Media integration and development should conduct "number pulse diagnosis" for these problems and phenomena，Credit political direction，Strengthen ideological bet365 best casino games leadership。New mainstream media must not only endorse through traditional media、Sound，Also good at endorsement through new media、Sound，Performance of positive publicity，Promote the main theme，Propaganda positive energy。Not only must we correct domestic public opinion，It is also necessary to actively affect international public opinion，Tell Chinese Stories，Propagate Chinese Voice，Explain Chinese characteristics，Fight for international communication public opinion position，Master the right to speak international communication。

Cultural inheritance。China has a history of civilization for more than 5,000 years。Chinese culture is extensive and profound，Yuanyuan Stream Long，Nourishing generations of generations of Chinese children。During the inheritance process，It is spread to all parts of the world through various channels and methods，Historical contributions to prosperity and development of world culture。The report of the 19th National Congress of the Communist Party of China pointed out，To promote the creative conversion of the excellent traditional culture of China、Innovative Development "。New Media era，On the one hand, we must do both and have a comprehensive harvest、Object for China，On the other hand, we must vigorously promote the excellent traditional culture of China。We must be good at seizing the opportunity of media integration，Effective use of new media, especially the communication advantage of new mainstream media，Wide inheritance and spread Chinese excellent traditional culture，On the stage of diversified world culture，Show the unique charm of Chinese excellent traditional culture and the Chinese spirit contained in it。

Services。The purpose of media integration and development is to serve the people。Get information through news media、Get bet365 Play online games knowledge、Obtaining teaching benefits is the purpose of the majority of the audience to buy news products and services。When the media fusion enters the deep development stage，Grasp the most basic county -level media integration in life and become the top priority。August 21, 2018，General Secretary Xi Jinping emphasized at the National Propaganda and Ideological Work Conference: "We must do a good job of building a county -level media center，better guide the masses、Serving the masses。"" Obviously，Guiding to the masses and serving the masses is an important function and the mission of the media integration，The theoretical value and practical value of media fusion is the full display and continuous improvement in the "people -centered work orientation"。

　　The implementation path of the deep integration and development of the media

The "Central Committee of the Communist Party of China on persistence and improvement of socialist system with Chinese characteristics、Decision of Promoting the National Governance System and Governance Capability Modernization of Several major issues "proposes，To "build content construction as the fundamental、Advanced Technology is supported、All media communication system that guarantees innovation management "。This indicates the specific implementation path for the deep integration of the media in my country。

First, use content construction as the fundamental。"Content is King" has always been the banner and development of traditional media holding high。New Media era，Although channel、Technology、Form、Method、Capital、Talent and other elements are all improved to unprecedented understanding and development height，Content is just a factor in the news production mechanism，But it is undeniable that，The content is always placed in the first place of the factors of news production and communication，Its status cannot be shaken bet365 live casino games and changed。No matter how media technology changes and develops，How to renovate the form of communication，Content is still the most fundamental element of news production and dissemination。Leaving the content，Any channel will become meaningless and value，Any form will lose blood and lose blood。So，Content construction is media fusion not only cannot give up，And a means that must be strengthened。At any time、In any case，The news media all exist due to content、Developed due to content。

Second is supported by advanced technology。History repeatedly proof，The development of science and technology is an important promoter for the progress of human society。In the history of news communication，The application of printing technology has spawned newspaper media，The application of electronic technology has spawned the radio and television medium，The use and promotion of each new technology，All promoted the transformation and upgrade of the media without exception，Even the media revolution。Now，With the popularization and application of Internet technology and artificial intelligence technology，Human society has entered an era of interconnection，In virtual reality、Augmented reality、Mixed reality and artificial intelligence appeared on the stage，The media also faces the media、The direction of the whole media evolved and developed。This can be seen，Advanced technology plays an important role in news communication, especially in promoting media integration and development。With the science and technology itself, the old and the old alternate and update the replacement，The news media must be good at accompanying the technical rhythm and development with the "long -sleeved dance"。If there is no support for advanced technology，The spread of information is difficult to meet the bet365 Play online games needs of social development and the spirit of the public。

Third is to guarantee innovation management。In the process of promoting media integration,，Can't hold the management model and old rules of the traditional media era，The needs of media integration and development should be targeted，Reform Old、Back management methods and means，Form new management methods and methods that match it。Regardless of institutional management，Still talent management，We must persist to keep pace with the times，Clean up various unreasonable rules and regulations，Do a good job of the system、Change、Standing work，Remove the development of talents for news communication，Let the outstanding news spread talents stand out。In terms of talent use，Boldly enable and master advanced technical ability、Young people with the spirit of reform and innovation，Cultivate and promote politics、Excellent backbone force。The concept of persistence is that there is a place，Change the past only capital calendar、Diploma、Education、Talent Management Mode of Title。On the management mechanism，Taking benefits and performance assessment as the heavy，Oppose bureaucracy style，Give full play to the institutional employment、Leaning effect of staying，Create positive news production and communication environment，Then to ensure the integration of media integration and development stable and far away。

Whether it is the functional goal of media integration and the establishment path of the implementation path of media integration，Both clearly reflect the great importance and earnest expectations of the Party Central Committee in the new era of the media integration and development，It reflects the top -level design and scientific planning of the new media era party and state in the construction of new mainstream media。This can be seen，As a bet365 live casino games "systemic engineering" and "genetically modified engineering" as a media industry，Accelerating the development of the media in deep integration of the media will undoubtedly have practical significance and functional value，A long way to go。

(This article is the National Social Science Fund's later funding project "Research on the Innovation of the Communist Party of China News and Public Opinion" (19FXWB020) in the phased achievement)

(The author is deputy dean of the School of Journalism and Communication of Anhui Normal University、Professor)