The construction of district and county Rong Media Center is a new measure for governing the country in the new era，It is also strengthening the position of news and public opinion、Improve the level of social governance、Valid way to connect the "last mile" connecting the masses。The central government clearly proposes the task target of "Basically completed the full coverage of the country at the end of 2020"，It has now reached the period of results acceptance，The construction of the district and county Rong Media Center has initially seen results，Basic built -up coverage nationwide、In -depth fusion、District, County Rong Media Center, which leads public opinion。But，Activated Area County Rong Media Center Production Vitality、There is still much room for improvement in the cross -border integration of social governance，Where，Content construction is to improve the level of construction of the melting media center、Core path to promote its in -depth development。

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The media content is the key element and core link of the construction of the district and county media center，If stopped on the platform listing、Online，The production and innovation of relaxation content，District and County Rong Media Center is likely to become the main body of negative behavior in the digital media era，As a result, the construction of its construction and wish。The content construction of the district and county Rong Media Center mainly exists in the following problems。

First，Most districts and county Rong Media Center spread more single，Publicity of heavy political information，Lack of foundation bet365 live casino games local、Good works directly related to the public，The content of the content is weak to the public。District and County Rong Media Center as a public institution，Operation concept、The production path is more conservative，Its content production path is affected by traditional propaganda thinking，It is easy to position itself as a party committee at all levels、Publicity platform for government spirit，Main Publication Central、Provincial、City、County (district) level 4 of the main leader and comrades' speech、Instruction、Event or important meetings，Localization original content、High -quality content of life and communityization is less，It has not yet effectively transformed the area close to the people to effectively transform into content production advantages。This not only causes the replay of homogeneous content，It has reduced the content of the content of the local people，It has also become a click volume of the content of the media、The crux of the reading volume and the seriousness of the local population is not proportional。

2，Most districts and county Rong Media Center lacks effective interactive mechanisms and platform consciousness，It has not yet become a comprehensive information platform for "news+government+service"。Instally interacting is the basic requirements of users in the mobile Internet era，But the district and county Rong Media Center generally lacks interactive mechanisms，Little responses to questions and opinions in the comments，indirectly leading to information zero reply、zero interaction、The embarrassing situation of self -talk，During the reduction of user stickiness、Alienation and transmission relationship also affects its original communication ability、Guidance、Influence and bet365 best casino games credibility。At the same time，Each Rong Media Center has not jumped out of traditional media operation thinking，Lack of platform consciousness and media ecological consciousness，Failure to effectively activate channel resources，It has not become a resident expression、Provide material、Public space that realizes the interior of the community。This is also the unable to effectively penetrate the local residents、The reason why the content resources cannot be found in daily life are located。

third，Information production depends on the internal power of the media，No openness has not yet been formed、Diverse content production audit mechanism。User generation content is the main method of network information production since the era of the web2.0 era，The content production system that relying on the closed content of the media does not form an effective content circulating production mode。On the one hand，Limited employees of Rong Media Center must complete the publicity task of the county (district) government，It is necessary to take into account the production of the content of Rong Media Platform、Audit，The heavy task and the relatively scarce incentive mechanism make employees unwilling to participate in the reform。On the other hand，The participation of people in the Internet era is unprecedentedly high，But the county -level Rong Media Center is still stuck in the traditional propaganda content production mode，Big data has not been used yet、Algorithm and other new technical investigations and information for local users、Service requirements，Nor the content production platform，Stimulate enthusiastic users to produce content。other，Content review standards are mostly limited to click -through rates or Bet365 lotto review leadership instructions，Some meling media centers have not even formed a valid content dissemination monitoring and evaluation system，Professional evaluation standards are missing in content review，Is not good for efficiency、Scientific production information content。

　　Activated Area County Rong Media Center Production Vitality

Existing problems existing in the content production of the above -mentioned melting media center，It can activate its content production vitality from the following aspects。

First，You need to reform the management method of the competent authority，Provide sufficient space for the production of innovative content for the melting media center。Specific speaking，First, guide the district and county Rong Media Center to clarify the construction ideas，Indicates that good people are the biggest politics。Encourage District and County Rong Media Center to focus on the publicity of political information while focusing on the public、Information work at the grassroots level，Enhance the news and spread for the melting media center、Optimize the public opinion environment to provide sufficient space。Second, the approval is gradually transformed into the management method of post -event rewards and punishments，Create openness for grass -roots propaganda staff、Loose content production environment。The quality of the publicity content can be used、Social influence into the employee's assessment and evaluation system，Encouragement from the policy level、Guidance、Require county -level Rong Media Center to actively act as a，Production with a wide range of social influence;、Delete、Method of the behavior of closing information communication channels，Gradually guide Rong Media Center to become information exchange、Platform Bet365 lotto review discussed by the masses。

Next，From the work ideas of the district and county Rong Media Center，The relationship between service and guidance should be posted，County -level Rong Media Center rooted at the grassroots level，Not only must the form root，Also do the content of the content、Thoughts root。The key to media integration is to integrate supply and demand、Fusion of people's hearts，Therefore, give play to its news media attributes and government service attributes，It is necessary to establish "county -level meling media center is more a means of service at the grassroots level，The concept of not simply propaganda platform。Based on the party's line policy and local resources，Strengthen public opinion guidance on the basis of serving the masses，Consider the problem from the perspective of solving the actual problems of the people，Face the suffering of the local people，Practice from the masses、The concept of going to the masses，The window that truly becomes the sweet and bitter of the people，Public opinion base for the consolidation and expansion of mainstream ideas at the district and county at the grassroots level。

again，The specific content production of the district and county Rong Media Center，To change the path dependencies of the traditional propaganda mode，Active innovation content production method。Political discourse depended on the traditional propaganda mode，There is a big difference between the daily life of the people，District Rong Media Center as connecting party masses、Urban and rural、Relators need to be changed，Relators need to be changed、Boring preaching paradigm，Slimage the political concept into the people’s life words，Give full play to its close to the grassroots、Close to the masses、The advantage of grounding gas，Really spread bet365 Play online games news information to the people of the people。Specifically，It is to get rid of the content production mode of the previous "waiting", "copying" and "turn" and "turn"，Deep farming local news，Discover localization、Personalized materials and create content products that people like to see。For example, the news -speaker system established by Fengtai District, Beijing，Let nearly 300 grass -roots people in the district a "net red" that spreads positive energy in the new era，The total view of the entire network reaches 35 million times，Getting a good communication effect。This also shows，Only the daily life of the masses is deepened，Get rid of the traditional path dependencies and concepts of concept，Only to create more local local flavor、Content with more communication and influence，To better give play to the role of the county -level media center to connect the role of the party and the country and the general public。

Last，From the perspective of integration between the melting media center and the market，Should carry out market -oriented reforms，To activate the production and dissemination of content by activating talent resources。Specific speaking，It is necessary to break the complete dependence of the government's finance for the government's finance，Only break this "golden rice bowl"，Content production of the melting media center can enter the market，Really produce content that attracts users，to improve the influence;，Open information production platform，Encourage users to actively participate in content production、In the evaluation，Based on the click rate and influence to reward users to produce，and to guide Rong Media Center to become a public space for the public to discuss; improve marketing、Advertising Bet365 lotto review and historical resources re -use the attention，Obtain market attraction with high -quality content，Entering a virtuous cycle of continuous profitable。

　　(Author Unit: Renmin University of China Journalism and Social Development Research Center; School of Journalism of Renmin University of China)