Research On Local Government Media Strategy Facing Media Convergence

Traditional and Internet-based new media are converging rapidly in China as the government throws support behind media modernization, as Weibo, WeChat, APPs, Live platform VR tech are developing very fast, which help all kinds of media gathered the influence andnews spread advantagethan ever.Journalists are increasingly using new technology and formats in production and distribution,makingtheirservices more interactive and allowingmore user-generated content.Supporting traditional and new media convergence is high on the agenda of China's leadership. In August 2014, the central leading group for deepening overall reform headed by President Xi Jinping, adopted a guidelineestablishing media convergenceas a national strategy.This article focus on media convergence's opportunity and challenge, the relationships between media and government, the relationships between media and mass media,countermeasures of governments' abilities and current situation, giving analysis and summaries about present problems facing by governments, and give suggestions to deal with and update theiroldideas.Now there exist dangerous factors that will and disturb and influence the stability of politics and social stability, in the transitional period of China, government should take actions to change traditional managements.Especially the public opinion guidance should suits today's requirements, all stages of governments should effectively control news, information and social and Internet opinion,learninghowto deal withdifferent problems in this newarea.Grassroots governance modernization is an important cornerstone of national governance systems modernization, to have a research on local governments' media strategy facing media convergence, we can help local government deal with all kinds of mass medias and public opinionsdemocratically, scientifically andwisely.