Research On The Problems And Countermeasures Of The Integration Of Party And Media In G City

With Party newspapers,Party journals,radios and televisions as the main body,the Party media is the mouthpiece of the Party(CPC)and the people,which is related to the national governance system and governance capacity,and is also related to the discourse power of ideological leadership management.As new technologies and new applications have been developing,such as mobile phones devices,some of the Party media's communication power,guiding power,influence and credibility have declined,and are facing the danger of being marginalized and eliminated by the times.At present,in order to maintain the communication advantage,the Party media must rely on new management concepts and new technical means to optimize and upgrade existing platforms and create a new form of presentation.Based on the current situation of Party media development,the CPC Central Committee has made major arrangements and institutional arrangements to accelerate the integration development.Xi Jinping,General Secretary,has personally guided and advanced the media integration development.The central government's emphasis on the integration of the Party and the media has made “media integration “popular again,which has been discussed for several years in academic and industry circles.At present,foreign researches only focus on "media integration" from the technical level.In China,most of the academic researches focus on the translation and introduction of foreign research results.There are fewer systematic and in-depth studies on the development of Party media integration that is closely related to the current social hot issues and responds to concerns.Comprehensively applying the theories of politics,administration,management,communication and related disciplines,drawing lessons from the relevant research results at home and abroad,adopting literature research,field investigation,questionnaire survey,comparative research and other research methods,this paper deeply discusses the problems and countermeasures of the integration development of Party and media in G city,and with strong pertinence and operability,the research is close to reality and full of substantial results.In this study,the author not only relies on a large number of first-hand information on the development of media integration,but also conducts in-depth field research on many Party media in G City.The author has carried out discussions and case interviews,and specially designed two kinds of questionnaires to collect samples,and tested the results of subjective indicators based on the questionnaire survey by analyzing objective data,so as to verify assumptions and inferences made in this study.All these efforts provide theoretical and practical support for this paper.At the beginning of this paper,the background and significance of the topic are stated,the research literature at home and abroad is summarized and briefly reviewed,and the research methods and innovations are clarified.According to the mastered knowledge and theories,this paper tries to define the concepts and main content of Party media and Party media integration,and analyzes the theoretical basis of the development of Party media integration.After that,based on a large number of primary information and field investigation,this paper introduces the general situation of Party media in G city at the city,county and district levels,and analyzes achievements,problems and causes of the integration development of the Party media in G city.Finally,based on the summary of typical cases and experience,this paper puts forward countermeasures and suggestions from six aspects.Research findings show that the development of Party media integration has own characteristics and inherent laws.“Integration” refers that institutions and staffs integrate content and technology but touch the fundamental and deep-level contradictions and problems.From the aspect of forms,the development of Party media integration means that the Party media upgrades the original platform and creates new form of presentation meeting the requirements of the times with the help of new concepts,new technology and new methods.In essence,the development of Party media integration is an all-round self-reform,innovation of its own management concept,creation of management mechanism,rebuilding of organization structure,reconstruction of collecting and editing process and improvement of comprehensive quality.From the perspective of the ultimate goal,the development of Party media integration is to constantly hold on to the communication advantages of Party media,better play the role of "mouthpiece",consolidate and expand great influence of its own communication power.Research suggests that for the integrated development of the Party media in G City,it is necessary to insist on problem orientation,do well in top-level design as a whole in terms of system,reconstruct the process of news collection and editing in terms of management,use new means to improve the communication ability in terms of technology,deepen the intensive cultivation of news information in terms of content,increase the guidance and support in terms of policy,build comprehensive media talents in terms of team,create new-type Party media through all-round reform and construct the all-media communication pattern of “integration and fusion”.The academic value of conclusions lies in the analysis of a typical case against the development problem of Party media in G City and the introduction of a kind of professional results with a combination of scientific and feasible methods,a large number of vivid cases and the guidance of practical operations.The practical value lies in the proposal of solutions at the level of practical application,which points out the direction and path for the Party media in G city to accelerate the pace of integration development and provides useful reference for other Party media to explore the road of media integration development.