Research On Grassroots Integrated Media Participation In Social Governance

The key task of the second stage of media integration in China is to build county-level integrated media centers.The county-level integrated media center is no longer a simple media tool,but also an important part of grassroots social governance.It can maintain the position of grassroots public opinion,respond to the impact of new media on society,enhance the national grassroots governance capacity,and build a governance hierarchy system.This article mainly analyzes the development and construction of county-level integrated media centers in China,as well as on-site investigations of multiple county-level integrated media in Fujian Province,to explore the shortcomings of current county-level integrated media construction and the current situation and constraints of their participation in grassroots social governance,and to provide constructive suggestions.This article first analyzes the historical origins and internal logic of county-level integrated media participation in grassroots social governance,summarizes the construction process of county-level media nationwide and the current situation of contemporary county-level integrated media construction,introduces the current excellent county-level integrated media in China,and summarizes the experience of current integrated media construction,the role and functions of integrated media centers through research on the three counties and one district integrated media centers.Through on-site investigations and data collection from multiple sources in three counties and one district,this article finally summarizes the problems in the construction of county-level integrated media,such as policy lag,poor content quality,misconception of the concept of integrated media center personnel,strong dependence on external resources,and weak connectivity among county-level users.In response to these issues,this article proposes a development path for county-level integrated media to enhance their own construction and participation in grassroots social governance capabilities.Firstly,it is necessary to establish a multi subject cognitive transformation that keeps pace with the times,establish ecological thinking,and create a professional talent team;Secondly,we need to strengthen efficiency,optimize external resource dependence,strengthen government support,inject resources in multiple forms,and continuously improve the capabilities of the integrated media center to form joint dependence;Finally,it is necessary to strengthen the connection with grassroots people,enhance their social identity through news propaganda,reconstruct their relationships through emotional expression,continuously unleash their initiative,and enhance their social governance capabilities at the grassroots level.