Research On The Path Of County-level Media Convergence Participating In County Social Governance

With the development of new media technology,the effectiveness of the media in promoting the modernization of the national governance system has improved significantly.It is not only the main participant of social governance,but also an important way and platform for the public to participate in social governance.On August 21st,2018,at the National Conference on Propaganda,Ideological and Cultural Work,general secretary Xi Jinping proposed the conceive and plan of building a county-level media convergence.The construction of the county-level media convergence can effectively expand the channels of communication and interaction among the masses of citizens,social organizations,companies and enterprises in participating in the political life.It guarantees the dialogue space between the government and the people.It can also promote the stimulation of the vitality of the main body of social governance.It plays a powerful role in realizing the benign interaction between the government.It is also good for building a new pattern of consultation and co-governance.With the development of new media technology on the Internet,great changes have taken place in the communication context and modes.It has aggravated the complexity of the social governance ecology.When the county-level media convergence intervenes in the county social governance,a series of problems will arise.It faces difficulties such as inaccurate cognition of "governance mediation",failure of collaborative governance functions,and lack of governance capabilities of "Social utility".The county-level media convergence is the hub of grassroots social governance.It undertakes the important function of connecting the government and the masses of the county.It is the key factor in the modern media system.The media platform of the county-level media convergence,as an intermediary field connecting national conditions,social conditions,and people’s conditions,it should play a more constructive role in the benign ecological construction.It should guarantee the information communication and dialogue among Multiple subjects such as the party committee and the government,the public and the social organizations.It encourages the public to participate in social management and form public opinion.It can perform social missions better,maintain their own authority,publicity and fairness,and guide and serve the masses better.In this paper,from the perspective of media sociology,it analyzes the predicament of county-level media convergence participating in county social governance,and explores and summarizes the paths in which it participates in county social governance.Four paths are obtained.They are relationship establishment,participatory interaction,content dissemination and function exertion.Taking the county-leve media convergence of Linzi District as a research case,it investigates the situation and evaluation of it’s participation in county social governance.From the aspects of the institutional system,content distribution,scene creation and talent team construction,in this paper some targeted advice are put forward,such as strengthening internal and external linkage,sinking perspective and focusing on localized expression,satisfying the immersive experience of social governance,improving the professional level and political accomplishment of the media team,continuously improving the ability of social governance and realizing the modernization of social governance.