Source: Young reporter
By integrating media carriers such as radio, television, websites and new media clients in the county, some typical exemplary county-level media centers have played their due communication, guidance, influence and credibility, and have improved the party to the grassroots. The right to speak of mass public opinion.
At the National Propaganda and Ideological Work Conference held from August 21 to 22, 2018, General Secretary Xi Jinping clearly stated that "it is necessary to do a good job in the construction of county-level media center, better guide the masses and serve the masses." At present, China's media integration has extended from the central, provincial and municipal mainstream media level to grassroots counties (cities), and the county-level integration of media center construction has risen to the strategic task of the party's propaganda and ideological work. Promoting the transformation of traditional media into a fusion media and giving play to the advantages of county-level media integration in news reporting is an extremely important task for the news front. The Party Central Committee has made detailed and comprehensive arrangements for promoting the development of county-level media. The focus of the work has been extended from the media above the provincial level to the grassroots media, from the main media to the branch media. 1
At present, in the construction of county-level fusion media centers in China, it has achieved certain results and faced some challenges and problems. By integrating media carriers such as radio, television, websites and new media clients in the county, some typical exemplary county-level media centers have played their due communication, guidance, influence and credibility, and have improved the party to the grassroots. The right to speak of mass public opinion. However, there are also some general problems. For example, “collaborative office†is simply “adding†rather than “combiningâ€. “Multiple institutions and multiple brands†cannot fundamentally solve the lack of vitality of county-level media. Problems such as ineffective mechanisms and insufficient reporting. This paper starts from the analysis of the status quo and challenges of county-level media in China, and summarizes the typical cases of county-level media in China.
The Status Quo and Challenges of County-level Fusion Media in China
On August 19, 2014, the Central Deep Reform Group reviewed and approved the “Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Mediaâ€. The media integration has risen to the strategic level of national development, which has greatly promoted the development of media integration in China. In the process, media at all levels across the country began to explore and build a media platform based on new media. Under the current institutional framework of national media organizations, the county-level media as the most basic unit of the media is generally subject to restrictions on institutions, talents, capital, and technology, and development is in a relatively slow state. The National Propaganda and Ideological Work Conference held from August 21 to 22, 2018, once again clarified the importance of building county-level media, especially the continuous expansion of urban and rural netizens and the continuous strengthening of media demand. It has become the focus and hotspot of the current media field. In the development of media media in county-level media, the widely used means are to build new websites such as websites and “two micro-endsâ€, and integrate various scattered traditional media resources for intensive management and brand operation. Looking at the domestic, county-level integrated media has a high degree of popularity and has completed a relatively complete media propaganda matrix. However, the existing problems and challenges cannot be ignored. The development still has its own and external constraints.
1. Insufficient content productivity. At the same time that news communication in the new media era is prioritized, what is easily overlooked is the value of the content itself. News reports in the county often appear homogenized content, mainly presenting party and government reports, conference activities, and other political news, while journalists who need deep excavation and grassroots interviews are lacking in life news, and the people's livelihood news sector is relatively small. The county-level integration media selects traditional media reports and party and government agencies for publication, and publishes after secondary processing. It lacks interactive channels to understand the internal needs of the masses. 2 The focus of today's users is still content, and the readability of the content directly affects the user's loyalty to a media platform. Most county-level media outlets do not form a news original mechanism that is oriented to the user's actual content needs. There are widespread phenomena such as “adding†and adopting the content. There is no tailor-made news reporting method that meets the actual situation of the county. There is a lack of style innovation in the means of content distribution, and the lack of reporting means is not attractive to users, and is not conducive to the dissemination of mainstream voices and public opinion guidance.
2. Insufficient institutional innovation. The county-level integration media has been influenced by traditional media thinking in the construction of talent teams, the establishment of platform units, and the reporting mechanism. The dynamics within the mechanism are insufficient and the innovation motivation is not enough. On the one hand, some county-level propaganda departments have chosen to simply merge their offices. The media units under the media platform are still operating independently and separately, and cannot effectively integrate and redistribute news resources, thus causing waste of resources. On the other hand, the internal operating mechanism is rigid and the personnel establishment lacks vitality. Most employees in the county-level media lack a sense of acquisition, and the performance appraisal mechanism and incentive mechanism of the media organizations cannot stimulate the enthusiasm of employees.
3. Limited means of operation. In terms of capital operation, the income media institutions in the county have a single source of income, and there is a widespread problem of income generation. Most county media outlets only accept the annual budget allocation from the superior management department. The business management of management and management cannot adapt to the media operation mode in the new media era. Most of the media outlets in the county are squeezed by the market from private media companies, and the proportion in the local market is small, which makes advertisers lack investment. enthusiasm. Technical means, equipment aging, slow replacement and other issues have become increasingly prominent. The equipment of some media organizations in the county can not meet the requirements of new media production, and it is impossible to edit and process the news materials and video production, which directly leads to the low level of news production, and the attraction to local audiences continues to decline.
The innovation mode of county-level fusion media center in China
1. Sharing cooperation type. The construction of county-level media center is affected by the unbalanced development of localities. The situation of personnel, funds and equipment not in place at the beginning of the establishment has occurred. Its development is inseparable from the active support of local government software and hardware. . In the construction of county-level media platform, some county-level media center construction adopts the method of “holding the group to warm upâ€. Based on the more mature provincial-level media platform, county-level integration media participates in the cooperation and builds a resource-sharing fusion media matrix. The typical cases include Jiangxi “Jinyun†and Sichuan “Panda Cloudâ€. The establishment of a shared platform is conducive to alleviating the lack of software and hardware at the time of county-level integration media creation, and can effectively implement cost control and take risks. Taking Jiangxi “Jinyun†as an example, under the promotion of the high level of Jiangxi Provincial Committee, there are 26 county-level integration media centers that have been built, and all the counties and districts of Xinyu and Fuzhou have established financial media. center. 3
The sharing and cooperation between “Yunyun†and the media outlets in counties and districts in Jiangxi are mainly reflected in two aspects: First, rational allocation of resources, that is, relying on the original technical team and equipment of “Jinyun†to assist county-level media In the case of shortage of funds, lack of experience, and lack of personnel, the platform can efficiently provide new media acquisition and distribution equipment and launch new media production business. The rapid construction of the platform can greatly alleviate the "pain point" of insufficient news dissemination in the county. The second is to share news information. The “Central Kitchen†established by “Yunyun†in various counties and districts in the province can effectively coordinate operations at the provincial, city and county levels in major events and breaking news, and efficiently and quickly share and distribute news resources and social sensation. Analysis and control.
In the shared cooperation mode, through the provincial-level integration of media to lead, the county-level integration of media to lay the foundation to solve the common problems of difficult construction and difficult production in the county-level integration of media construction, forced the development of county-level media. The construction of some central-level media “central kitchens†requires a lot of manpower, material and financial resources, which makes the financial burden of some counties and districts aggravated, and the mode of sharing and cooperation can effectively alleviate the problem of platform construction at the grassroots level. Through the support of material and intellectual resources, the news productivity of county-level media has been greatly enhanced.
2. People's livelihood and government affairs. The integration process of county-level integrated media includes three parts: business content, technical means and application service. Most of the county-level media integration choices are centered on a relatively mature media unit in the county, and resource integration is carried out around it. However, in the face of various media attributes, this simple "addition" is easy to get rid of the actual needs of users, and the effect is counterproductive. In the mode of people's livelihood and government affairs, the platform of county-level media integration is not only the construction of the "two micro-ends" of news dissemination, but also the integration of local people's livelihood government affairs, to achieve the full coverage of the media in the daily life of users. The most important one is the idea of ​​“media + government + application serviceâ€. For example, Yumen TV’s “Aiyumen†APP and Zhangzhou Broadcasting and Television’s “Ginkgo Media†APP are representative of such models. In the mobile phone client, creating a mobile phone client for the people's livelihood government is the main choice for the county-level media center in this mode. Taking the “Ginkgo meringue†developed by Zhangzhou Broadcasting and Television Group as an example, the total number of users of the “two micro-end and multi-platform†mobile communication matrix centered on “Chuzhou Ginkgo Bibliography†has exceeded 1 million. The construction of the county-level integrated media platform under this model has already had a relatively complete variety of new media applications. It has opened up a channel of public opinion guidance and opinion communication between the people and the government. It is a bold attempt to combine the local environment. The “two micro-ends†of Zhangzhou “Ginkgo Synthetic Media†closely surrounds the local people's livelihood government affairs, and it is more convenient to gather resources through close contact with local governments. Through the self-built website, public number, APP and other new media portals to aggregate government functions, through the payment of water and electricity fees, bus arrival reminders, illegal fines and other services related to the people's livelihood, not only improve the efficiency of the local government It is also an improvement in the credibility and influence of the media.
3. Enterprise management type. At the beginning of the construction of county-level financial media, it is highly restricted by external factors such as system and capital. The authority of the higher authorities is not clear enough to define the scope of power to manage the media platform. In the typical case of county-level integrated media, enterprise management is also an attempt by some counties to conduct media integration. The government re-integrated three traditional media units in the county, including radio, television and newspapers, to form a globally integrated media group. The group implemented enterprise management internally and was directly led by the higher authorities. The most typical representative of this model is Changxing Media Group. As the first pilot county-level city to start county-level integration media trials, in April 2011, Changxing Media Group was formed by the integration of the original radio and television stations, propaganda information centers, county committee reports, and government network news. The enterprise-oriented operation enabled the media group to achieve a full-process re-engineering in the new media field and revitalized various mechanisms.
The enterprise-level management of county-level integrated media helps to clarify the main body of integration, re-create production processes, improve system construction, and strengthen production capacity. On the basis of abandoning the original traditional editing and broadcasting mode and personnel organization structure, giving full play to the advantages of enterprise management, rationally distributing human and material resources, and formulating standardization processes, it shows the vitality of sustainable development. In the introduction of talents, they are no longer constrained by the establishment of the system. The employment performance appraisal stimulates the enthusiasm of employees and ensures the stability of the workforce. In the advertising business, the establishment of the company expands the business channels and facilitates the promotion of the enterprise. Cross-border integration and management have realized the income of the media platform. In terms of content production, cooperation with technology suppliers has become more active, and the quality of news products has been guaranteed.
The development trend of county-level integrated media in China
1. Top-level design and policy support. As the most basic unit in the “four-level operationâ€, policy influence and planning have played a crucial role in the development of county-level media. The construction of county-level integrated media needs to do what it takes, and combine the local development situation to formulate corresponding mechanisms and policy guarantees. Under the current trend of county-level integrated media development in China, the competent authorities are more concerned with providing development support for county-level integrated media in terms of talent introduction, financial support, and technical support. In terms of top-level design, as more and more pilot counties and districts officially start operations, the government will increasingly regulate the standardization of the entire industry from the perspective of a “gatekeeper†in terms of industry rules and public opinion. The access mechanism will also be further enhanced. The competent national authorities shall formulate assessment criteria for county-level integrated media centers, and conduct objective and scientific assessments of the dissemination effects of county-level media centers after construction, so as to promote the construction of county-level integrated media in China to better guide the masses. Serve the masses in the direction of development.
2. The content is king and attention to originality. In the process of building county-level media, it is often the content itself that is easily overlooked. The lack of productivity of county-level media is one of the most important reasons for the loss of users and the decline in stickiness. Therefore, in the future development of county-level media, the concept of “content is king†needs to be strengthened. It needs to be deeply rooted in the hearts of the media, guided by the actual needs of users, and to create original content with strong local flavor. Help spread widely. In terms of reporting methods and means, the communication section of a series of new media, such as live broadcast and political affairs, will help county-level media to solve the problem of homogenization of news reports and simplification of news content. The people's livelihood and government affairs that the grassroots people pay attention to will be used as the entry point for the county-level media to solve the loss of the number of users, and enhance their influence in the county through more vivid reports and more abundant means of communication.
3. Consolidate positions and public opinion guidance. County-level integrated media is an important part of the national media integration strategy, and its importance is self-evident. Compared with the construction of the media center in the central, provincial and municipal areas, the county-level media center started late and the foundation was thin, but the development prospects remained broad. Consolidating and expanding the mainstream ideological paradox and creating a good public opinion environment for the construction of socialist ideology is the mission and responsibility of county-level media. Public opinion has always been an important force affecting social development, and the work of news and public opinion is at the forefront of ideological struggle. As the "last mile" of the party and the state in the construction of communication power, the county-level media should adhere to the correct direction of public opinion and be the cornerstone of the party's publicity work.
Note:
1 Huang Chuxin Wang Dandan: "Typical Cases of County-Level Fusion Media", "China Reporter", No. 10, 2018
2Xie Xinzhou Huang Yang: "The Status Quo and Problems of China's County Media Media Construction", "China Reporter", No. 10, 2018
3 Wang Hui: "Innovative Communication Means to Create a New Platform for Public Opinion--Jiangxi Daily's Exploration and Practice of Promoting the Construction of County-level Fusion Media Center by "Jinyun", "News Front", No. 5, 2018
(Huang Chuxin: Deputy Director and Secretary General of the New Media Research Center of the Chinese Academy of Social Sciences, Director of the Journalism Research Office of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, Research Fellow, Doctoral Supervisor, Academic Advisor of the Journal; Zeng Linhao: Master of International Journalism, Communication University of China Postgraduate)
[Article taken from "Young Reporter" in February]
Editor in charge: Ge Hongyan
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