Beyond The Media: Study On The "New" Media Path Of County-Level Convergence Media

County-level convergence media center is the latest media form that surpasses the value and function of previous media.It not only undertakes the basic function of news and information dissemination,but also undertakes the responsibility and mission of promoting the modernization of grassroots social governance.It is a comprehensive service platform integrating news,party affairs,government affairs,business and service.The CPC Central Committee attaches great importance to the construction and development of county-level convergence media centers.In August 2018,Xi Jinping,General Secretary of the Communist Party of China(CPC),proposed to "do a solid job in the construction of county-level convergence media centers".On September 20 th of the same year,the Publicity Department of the Communist Party of China(CPC)Central Committee immediately instructed that the construction of integrated media in more than 2,800 counties(cities and districts)must be initially completed by the end of2020.In November 2020,the CPC Central Committee’s Proposal on the Formulation of the 14 th Five-Year Plan for National Economic and Social Development and the Long-term Goals of 2035 stressed the need to "build and make good use of county-level financial media centers".After three years of construction,county-level convergence media centers have achieved full coverage nationwide by the end of 2020,and all have passed the acceptance inspection by the end of 2021.So far,the county-level convergence media center has realized the historic development from "nothing" to "existence".County-level convergence media center is an emerging product in the new media era.Its construction is carried out under the triple expectations of national strategy,media transformation and market demand,and it has a new mission of the era.However,due to the restriction of subjective and objective conditions,the current county-level convergence media center still has the representation of old media,and its predicament is mainly manifested in three aspects: weak guidance,flow loss and communication failure.Most county-level fusion media centers still stick to the integration and allocation of internal resources and technical means,and design,construction and operation with traditional media thinking,so the communication effect is not ideal.This shows that the development of county-level convergence media center still has a long way to go,and it is in urgent need of fundamental transformation and upgrading of new media.Based on the above considerations,the county-level convergence media should first change its concept and build itself into the attention center of users through upholding the principle of people as the orientation,people as the media and people as the core.Secondly,by meeting the people’s information needs,emotional needs and application needs,the county-level convergence media should put itself in the field that can not be missed in the daily work and life of the people in the county.Finally,through the construction of open,connected and service-oriented ports,various target elements will be implemented to truly realize the "new" media of county-level convergence media.This paper starting from the requirements of the party and the country policy,based on the county level financial media center work reality and detailed data analysis,focus on what is the old media representation around the county financial media center,construction of the "new" media vision,key problems such as "new" media construction practice study,aims to provide reference for county financial media center construction and development experience,to provide academic support for promoting the construction of county-level fusion media center and media convergence theory innovation.