County -level meling media has become an important part of China's mainstream media structure。Basic functions of the county -level media media、From the perspective of audience positioning and fundamental tasks，County -level media communication power construction must be identified in the media、Cultural identity、Get key breakthroughs in political identity，Only in order to deeply stick to the county audience，Then complete the mission of building a grass -roots ideological position。

　　bet365 Play online games Basic support of the dissemination of the county -level media communication

Due to communication channels、The content of the communication is "disconnected" in the county area，In recent years, the influence of traditional media in the county has continued to decline，and emerging media continue to fall into Shenxian area，The main body of the contact of the masses in the county。but but，Yixian Radio and Television、County Daily (internal communication) and other county -level media for the team，The county's dissemination power is weak。Based on this，The most basic job of the county -level media center is to rebuild media identity，That is the media basis that builds mainstream media grassroots communication。

Media recognition Here points to two aspects: one，Refers to the media role of the county -level media practitioners consciously;，Refers to the creation of county -level meling media into a media that the people are widely accepted by the counties。

Bet365 app download Due to the single and operating method of the county -level media functionalization of the previous county -level media，The media consciousness of the county -level media practitioners has actually weakened extremely。County -level media integration is composed of personnel in front of the media center，Most of them come from these three categories: First, the staff of the original county -level radio and television station，Second, the staff member of the county party committee，Third is the official new media staff。In its professional cognition，Many practitioners do not think they are media people，but just county public officials。County -level media communication power construction is urgent，is to reshape the media consciousness as soon as possible，Let it from the perspective of media people，Re -examine your professional identity。

From the current point of view，County -level media's audience in the county is not high，Especially for the younger generation of audiences，The sense of existence is not strong。To improve the communication ability，County -level Rong Media first to be the "own media" widely recognized by the county audience。This requires that the county -level media media must change the propagation mode of previous county government affairs activities，Deep -seated medium associated with the daily life of the county people，Also provided services，Also provided services，More deeply accessing government affairs，Become the most influential media in the county。

　　Cultural identity:The local attributes of the dissemination of the county -level media

"County", an administrative bet365 Play online games area of ​​"County", became a stable system in the Qin Dynasty，and stretch so far。It is due to the long history of the county system，"County" becomes an institutional culture with a high degree of recognition，It has a profound impact on the space identity of the Chinese。The name of the country to the county，The native of the people to the county，"County" is the historical revolution of national governance，Geographical space generated by culture，Have the order of precedent、Stability and firmness。

From the perspective of Manuel Castle: "Most people，Whether in advanced or traditional society，All live in the place，and feel that their space is a local -based space。"County recognition is a cultural recognition based on local space，Therefore，The improvement of the communication power of the county -level merit media is particularly needed to take root in the county area、Deep -cultivated county。There is no lack of popular media in China's mainstream media structure，But lack of local media with close audience adhesion and good audience communication ability，and the county -level Rong Media happens to have this congenital advantage。

In cultural sense，"County" is the carrying space of local cultural appearance，It is also a regional community behavior specification、Ethical consciousness、Practical space of interpersonal concepts，The lasting meaning of the valuable and institutional community。County -level traditional media is marginalized in the new communication pattern，It is the weakening of cultural identity in the local space of the place where it is located。As far as the overall state of the county -level Bet365 app download media center，Foreign Propaganda Compared to the county image，How to reflect your own influence in the county，Organic part of becoming a county culture production and dissemination，It looks more important。Understand the traditional cultural tradition of the county，Following the sense of the county's culture common sense，Sticking the county cultural community，The construction of the county -level media communication power can obtain lasting motivation。

　　Political identity:The fundamental purpose of the dissemination of the county -level media communication

County -level media integration is essentially a national strategy promoted by the top -level design，This determines the fundamental purpose of the construction of the county -level media communication -political identity。About this，Some places often do not recognize in the construction of the county -level media center，Simply equate this political task with ordinary media fusion transactions，This is also the construction and operation efficiency of the county -level meling media center.、The important reasons for the poor communication ability。

From the perspective of political operation，"County" is the most basic support，The "front line" in the ruling country，is the key link of the upper opening。Construction of the county -level media center，On the surface, it looks like a micro -problem in the media field，In fact, from the deep perspective，It is a strategic arrangement made by the state based on the status quo of grass -roots political communication from the macro level，Lack of thorough understanding of this political logic，The direction of the construction of the county -level media communication、Thoughts and measures cannot have fundamental breakthroughs。

For more than 40 years bet365 live casino games of reform and opening up，County Development Rapid and Brokers，An important growth point of becoming a national economy。At the same time，problems accumulated during the development process and social contradictions，It also formed a social governance issue that cannot be ignored at the grassroots level。Obviously，The existence of these problems is greatly related to the attenuation of the grass -roots political communication ability。One of the crux of poor political communication，It is the extreme scarce of media resources in the county governance。In incidents that endanger public safety，Can't make your own voice，I don’t know how to make a sound，It is difficult to get recognition even if it makes a sound，The county government governor has been "pinched" by diverse public opinion and is at a loss.。Especially in the Internet era，If this situation is not changed，It will bring hidden dangers to social governance。

Based on the above cognition，The construction of the dissemination of the county -level media must take political identity as the fundamental purpose，That is through in -depth、Broadly、Vivid、Effective local communication，Communication public opinion，Gathering Minzhi，Concentrate the heart of the people，Improve political identity，Maintain social stability，Make the county as the most solid foundation for political security。On the one hand，Construction of the county -level media center must be kept political awake，Do not put the political strategy arrangement of the party and the country as a problem with the general media survival and development of the party，It is even equivalent to the preparation and Bet365 app download integration of the staff of the county institution，Instead, we must look at the construction of the county -level media center from the height of improving the ability of grass -roots political communication。On the other hand，The grass -roots governance function of the county -level media center must be highly conscious，Model of "News + Service + Government Affairs"，Enhance the involvement of the daily life of the county -level media for the daily life of the county -level media，Enhance your own county cultural viscosity。At the same time，County -level meling media must continue to strengthen public opinion monitoring function，There must be sufficient early warning capabilities for the social risk of the county，Continue to help modernization of the county governance system and governance capabilities。Only this，County -level media can make good use of the policy bonus of the fusion of the county -level media，Continuously enhance your own county communication right，Lead the masses、Strategic expectations of serving the masses "and" opening the last mile of publicity work "。

　　(This article is the Study of the National Social Science Fund Project "Research on the Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Community Transmission" (19xxw003)

(Author Unit: School of Journalism and Communication of Shaanxi Normal University)