November 3, 2020，"The Central Committee of the Communist Party of China on the Fourteenth Five -Year Plan for the Development of the National Economic and Social Development and the 2013 Fast Visual Target" was announced，Among them, "Promoting the deep integration of the media，Implementing all -media communication project，A stronger new mainstream media，Jianqiang's use of county -level meling media centers "。The construction of the county -level media center into the top -level design of the national top -level design during the "Fourteenth Five -Year Plan" period。

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With dual support of policies and funds，County -level Rong Media Construction has been expanding on a large scale nationwide since 2018，Development far exceed expectations。At the National Propaganda Ideological Work Conference in August 2018，General Secretary Xi Jinping proposed to "solidly grasp the construction of the county -level meling media center，Better to guide the masses、Serving the masses "。After the Central Propaganda Department, the construction site promotion meeting of the county -level Rong Media Center held at the Governor of Zhejiang Governor Xing County deployed the construction of 600 county -level financial media centers in 2018，Full coverage of the country at the end of 2020。

2019，County -level Rong Media Center Construction is launched in the national system，Quantity presents a well -spraying growth，The county -level Rong Media Center has basically completed the creation of integrated communication platform，It mainly includes broadcast、TV、Newspaper、Website、Integration of Bet365 lotto review the client。From a functional perspective，County -level Rong Media Platform bears the information dissemination center、Functions of Life Service Center and Social Governance Center，Promote the transformation of the county's social governance system and governance capabilities to modernization。At the end of 2019，All provinces and municipalities across the country have basically completed the full coverage of the county -level meling media center，The planned time of the Central Propaganda Department is 1 year ahead。

At present, there are about 2,800 county -level administrative divisions in the country，The development level of the county -level media center is different，Many development dilemma of melting media centers appears。First，The construction of the county -level media center, although in the organization、Technical Platform、Personnel equipment and other aspects made progress，But optimizing media resources、Lack of deep fusion in forming a combination of communication; second，Create high -quality media content，Promoting public opinion guidance、Failure to follow the credibility; the third，Mainly relying on national policy and funding support，Self -Innovation、Insufficient hematopoietic ability。Research data show，The main source of funds of the county -level media centers are allocated by the government，The proportion is as high as 82.5%。

County -level Rong Media Construction began to be included in the national development strategy，The importance is self -evident。County -level media media on the one hand is the exploration of media integration at the grassroots level，On the other hand, it is an attempt for breaking the traditional media of the grassroots level。Another more important significance of the construction of county -level meling media is to become a promoter and participant in the governance of the society，Bet365 lotto review The media wants to serve the public domain through news public opinion，Actively build an information system for social governance。

　　All media communication and expand social governance carrier

Improve the dilemma of the development of county -level media development.，Put the media into the context of social governance。Media fusion based on information technology，Drives the function of social governance information carrier in the construction of the entire media communication system。

All media communication is the concept of communication generated by the new media era，Is the text、Image、Sound、Video and other multiple communication symbols The fusion application，The result of the integration of information technology and media。"All Media" concept was a technical concept at the beginning of the appearance，mainly refers to Internet technology that breaks through the symbol communication mode of traditional media，For example, newspaper text、TV video、Broadcast audio。Now "All Media" has represented a spread of ecology，Realization of technology during the media fusion、Content、Deep integration of resources and other resources。

The current county -level Rong Media Center has basically achieved "News、Taiwan、Net、micro、End "stereo presence，The same news can be launched on different clients at the same time，Beyond the previous single information communication mode，formed a all -media communication matrix。It also surpassed the content of the communication from the communication content that was mainly composed of news，Efforts to integrate into government services、E -commerce、Online Education、Online Medicine, etc.。These themes are related to the lives of the people，Construction through the all -media communication system，The media can be deeply involved in social governance。

　　Gathering social governance forces

bet365 live casino games Although most of the county -level media media have created a full media matrix，But the dissemination effect is long -term sluggish，Neither can interact with the user benign，User stickiness can not be formed，In the final analysis, it cannot continue to output high -quality content。Traditional media era is content as king，The content of the entire media era is still the foundation of the media。The challenge brought by the new media technology to the traditional information distribution mode is disruptive，Social Media、Mobile portable media promotes the gradually accurate content of content production、Niche、Professional。

The development of the county -level media has two driving force。One is geopolor driver。For the county -level administrative division，The county belongs to various communities、Village and towns have a high sense of recognition of county -level media。County -level media is an important channel for villagers' information dissemination "last mile"。The second is the credibility driver。Although the new media form is constantly upgrading and innovation，But the credibility of traditional media in the grassroots level still has irreplaceable authority。

Continue paying attention to social conditions and people's livelihood，Continuously enhancing the publicity and constructiveness of the media has become an attempt to deepen the development of some county -level media。A large number of social contradictions now come from grassroots communities、Village。The county -level media media is effectively guiding various contradictions and conflicts、Resolving the instability in social development，Can actively participate in the local social governance process。

Ten years ago，Traditional media Establish "News Hotline" and "Wind Hotline" and other columns on social conditions and bet365 Play online games people's livelihood。Current，The media's attention to social conditions and people's livelihood has established a clearer connection。The media except reporting social problems、Follow the hot spots of people's livelihood，Also with government departments、Experts and scholars、Many social forces such as the people explore the problem solving method。Research data show，Some county -level media centers have created a number of brand columns related to social conditions and people's livelihood，A good reputation formed among the people，Not only improves public opinion guidance、Trustworthiness，I also found a new profit breakthrough。

　　Lien the government to explore the form of social governance

"Fourteen Five -Year Plan" plan proposal，Strengthen and innovate social governance，Improve the grass -roots democratic consultation system，Realize government governance of the same social regulation、Hasmo interaction of residential autonomy。Media Following Social Love、Enhancement of publicity and service is exactly participating in social regulation、Exploration of innovative social governance。Social governance model of co -construction and co -governance requires multiple subjects to participate、Coordinated development，The premise is that each subject must form a joint force of social governance under the party's leadership。

According to the survey of the construction of county -level integration media in many places across the country，Lead by the local government、The constructive news column hosted by the media has become a new form of social governance。The media during the development of constructive news reports，First from policy、Funding two aspects received strong government support。The policy level is the disciplinary committee or government office office to supervise the functional departments involved in media reports，bet365 Play online games Requires to resolve or rectify related issues within a time limit，At the same time, the performance of government functional departments to solve media reports is overall.。The capital level is the government's annual support for a certain amount of funding for the fixed news section。

The concept of "constructive" was first mentioned by foreign scholars in the early 20th century，It calls on reporters to pay more attention to "positive、News that has encouraging and solutions -based news "。Constructive news is a new attempt for the current county -level media center and government to participate in social governance。The media also formed a citizen observation group or delegation，Officials with government departments、Expert、Media host directly face face，Discussion in public space or television to ask about government livelihood、Social hotspots will be negotiated to solve。Social difficulties for some media coordination，Some local governments have set up a "public opinion direct car" mechanism，After investigating the background of the relevant issues，Directly assign relevant functional departments，The source of this part of the problem is also the ports of the melting media center。

County -level media participating in social governance is the center of social governance move down the grassroots、Exploring the path of building a modern system of social governance。General Secretary Xi Jinping pointed out: "With the development of the Internet, especially the mobile Internet,，Social governance model is shifting from one -way management to two -way interaction，From offline to online and offline integration，From simple government supervision to more attention to social collaborative governance transformation。"The county -level media media should make full use of the advantages Bet365 lotto review of the all -media communication system，Information carrier for improving social governance，Gathering social governance forces，Promoting the modernization process of social governance of the county。

　　(Author Unit: Institute of Journalism and Communication of the Chinese Academy of Social Sciences)