Current，The integration and development of the media and the change of the relationship between knowledge production，Modernization of state communication and governance has become an important part of the modernization of national governance。

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The establishment of the media in the national system、Promotion、Executive effects and other aspects play important information transmission characters。The establishment of the national system is inseparable from the media's reflection of the real situation of all levels of society，The promotion of the national system is inseparable from the "sound amplifier" issued by the media.，The implementation effect of the national system is inseparable from the supervision and feedback of media and policy implementation.。Always，The media is not only an indispensable participant in the process of national communication and governance，It is also an important starting point for the modernization of the party and the country。

Canadian communication scholar McLuhan (McLuhan) brilliant discussions on the status and role of communication media in human society development: The media itself is a truly meaningful message，The media's full control of the media tools enables it to effectively pass the specific information and be accepted as much as possible by the maximum audience。It is not only the carrier of massive information，It also has sufficient initiative and landing volume in terms of information dissemination。

This feature also makes the media an indispensable role in the process of modernization and governance of the party and the state。bet365 live casino games Media through conveying positive energy、Information that conforms to the main theme，It can make the people in their ideals and beliefs、Value concept、Moral concept is tightly united; the media is also the supervisor of a lot of information，The media can maintain national political security、Cultural Security、The height of ideological security，Effective supervision of online and offline information content in real time，It helps to realize information dissemination on the track of the rule of law。

Current，With the rapid development of media technology，​​media pattern、Public opinion ecology、audience、Communication technology is undergoing profound changes，The traditional communication practice of the media obviously cannot fully meet the new requirements of the modernization of national communication and governance，Commander、audience、information content form、Communication channels and other communication elements have been redefined in the era of all media，If you want to meet the new requirements of the modernization of the party and the state in the new era，It must be shifted to the deep fusion of the media。

　　Media integration of the process of governance modernization

With the huge change of information technology，The tentacles of digital and informatization have penetrated all aspects of people's lives。

Internet development and changes bring unprecedented convenience to people's lives，At the same time，People rely on the Internet in daily life are getting stronger and stronger，Digitalization and informatization have long been integrated into part of human life，Become the background and background of all human life practice at the moment。The network and mobile phones as digital and information carriers have become the necessity of life for most people in China，and from the PC end、The output of the mobile phone is a highly bet365 Play online games integrated new media product，Quick Hand、Douyin and other interactivity is extremely strong、Simple mobile live broadcast app quickly became popular，Subvert the form of expression single、Traditional media products with weak interaction used to have a solid status in people's minds。

Media fusion、How to fusion depth is directly related to the survival of the media itself，The modernization process that is related to the communication and governance of the party and the state。If the media continues to develop along the idea of ​​spreading the public，It must not adapt to the current normal communication life，It is not integrated with the modernization direction of the party and the country's communication and governance。General Secretary Xi Jinping emphasized，"Party committees and governments at all levels must from policy、Funds、Talent and other aspects to increase support for media integration and development。Propaganda and management departments at all levels must reform and innovate management mechanisms，Policy measures for supporting implementation，Promote media integration in the correct direction。Leading cadres at all levels should enhance the ability to deal with the same media，Constantly improving the ability and level of governing the country and governing the country "。The successful integration of the media and the improvement of the ability of leading cadres at all levels to deal with the entire media are closely related to the improvement of the party and the country's governance of the country.。

　　Expansion and reconstruction of communication practice

Many people think，Media fusion is the "upgrade and reconstruction" of traditional media，Actually not。To a large extent，It is a real "revolution" in the field of information communication under the new thinking。

"Information is everywhere、bet365 best casino games 所 所、No one does not need "，In the current all -media era，"All" can no longer understand it as "full" in the media species，Instead, it refers to "the whole media、holographic media、All media media、Full -Effect Media "。The thinking of the addition and integration of various media factors is far behind。The whole process of objective things movement is recorded，Text、Picture、Audio、Video and other forms show simultaneously，Everyone is a participant in the information interaction，The function of the media platform is unprecedented ... All these are true meaning of the current media。

First，In this new era of all media，With the user's interests and preferences to the mobile terminal，The integration of the media should follow the trend of Internet development，Follow the principle of priority of mobile。All media, especially mainstream media，Should be "Where is the reader，Where is the audience，The principle of the tentacles of the publicity report will be extended to "，The smooth transfer of the propaganda main position。Next，With the acceleration of the rhythm of the modern audience and the improvement of service quality requirements，The integration of the media should be fully integrated with newspapers、TV station、Website、Client、Weibo、WeChat and other platforms，Give users a whole new、Comprehensive sensory experience，It is more convenient to make the audience、Quick、Efficient、Efforts to enjoy the service happily。again，The integration of the media requires the media to make innovation in the institutional mechanism，To persist in integrated development direction，Complete process optimization、Platform reconstruction，Comprehensively integrate all high -quality resources，Make qualitative changes in the entire system and mechanism of the media。Last，Media fusion must bet365 Play online games keep up with technology development，The media will explore artificial intelligence、Big Data、Technical application in news collection、Production、distribution、Receiving、Feedback，to better adapt to the new requirements of the entire media era。

　　Mainstream media advantages in media fusion

New China’s information dissemination and governance logic began in the revolutionary war era，Publicity in Marxism's propaganda thoughts、Mobilization is the basic idea。This idea is in the New China Revolution、I have experienced some changes in the process of construction and reform，But its basic path is gradually inherited in the practice of media institutionalization，Display more and more strength advantages after the 19th National Congress of the Communist Party of China。The trend of media fusion makes the cause of the mainstream media、Industry、The development logic of knowledge inheritance has changed again to a certain extent。This change is called "Shouzheng Innovation"。"Shouzheng" has made traditional mainstream media achieve a unique advantage in this change。Based on the main trust, it makes it easier for mainstream media to be in policies、Great support from funds，"Innovation" idea，It also helps mainstream media to develop unique mellow media products。For example，Basis obtained internal information and big data as the basis for developing melting media products，"Exclusive" collection and dissemination of major government activities，etc.。Government support given funding can help mainstream media introduce the world's most advanced talents、Technology and equipment，Therefore, it is better for "hardware" and "software"。More importantly，Under the idea of ​​"innovation"，The division of labor in the internal information Bet365 app download dissemination of the party and the government is gradually disappearing，This makes the development of traditional media more ease。

At the same time，Under the background of the current information torrent of the current information，A large amount of information is true and false，Especially some media with the background of the commercial operation operation in order to grasp the eyeballs to "do whatever means"，Either release some unruly explosive news，Either blur the boundary between facts and advertising，At this time, the majority of the audience often go to the mainstream media to verify the accuracy of the confirmation information，This will bring a lot of opportunities to show high -quality products and content to mainstream media，The mainstream media can use the advantages in this area，It will further aggregate the audience's attention。

The mainstream media should give full play to the institutional advantage factors in the original gene，Not only must we promote integration and development in the practice of communication，It is also necessary to gradually participate in the level of local political communication and national communication governance，Only when you develop yourself，The process of promoting the modernization of national communication governance。

Whether it is the media itself，Still the media manager in it、Workers and media educators，You should all realize that the changes have arrived。Under the words and practical logic of "keeping innovation"，State communication and governance modernization torrent，being developing for the country and the nation、Provide a new historic opportunity for every institution and individual involved。

　　(Author Unit: International Communication Strategy and Development Research Center of Communication University of China; Institute of Communication Research Institute of Communication University of China)