Research On The Construction Of County-level Integrated Media Centers Under The Rural Revitalization Strateg

As a fundamental issue related to the national economy and people’s livelihood,the issue of "Agriculture,rural areas and farmers" is a major task to realize the great rejuvenation of the Chinese nation.At the same time,the rural revitalization strategy is a major strategic measure to solve the problem of "Agriculture,rural areas and farmers",which is aimed at the broad masses of peasants.The 20 th National Congress of the Communist Party of China once again emphasized that "comprehensively promoting rural revitalization" as the theme of the " Agriculture,rural areas and farmers " work in the new era and new journey,and the Central Document No.1 of 2023 further refined the work arrangements of the rural revitalization strategy,insisted on solidly promoting the revitalization of rural industries,talents,culture,ecology and organizations,and built an agricultural power.As the "last mile" of media integration,the county-level media integration center is the foundation of the overall media structure and the frontier position facing the countryside.County-level integrated media centers with a wide range of rural audiences have innate advantages in both geography and kinship,and are naturally an important force for rural revitalization.The construction of county-level financial media centers is in line with the general requirements of the rural revitalization strategy,which provides research space for this topic.According to the aim of the rural revitalization strategy,the construction of county-level financial media centers can effectively open up the "last mile" of grassroots communication,consolidate and strengthen the grassroots public opinion position,and realize the comprehensive revitalization of rural areas.This paper focuses on the "rural revitalization" strategy,focusing on the current situation and problems of the construction of county-level financial media centers under the background of this strategy.Xinye County Media Center was selected as the research object,and the role shift,communication practice and action constraints of county-level media integration centers in the context of rural revitalization strategy were discussed in the form of field research and in-depth interviews,and the ways for county-level media integration centers to help rural revitalization were summarized.In the face of the comprehensive promotion of the rural revitalization strategy,the county-level integrated media center needs to contribute to the implementation of the rural revitalization strategy through the improvement of four aspects: concept integration,technical cultivation,organizational guarantee and environmental support.Only in this way can the county-level integrated media center adapt to the role change under the rural revitalization strategy as soon as possible,and further promote media integration and agricultural and rural modernization to better "guide the masses and serve the masses".