Author: Ma Xianying (Party Secretary and Director of Beijing Daxing District Media Center)
Strengthening and making good use of county-level media centers is an important part of the all-media communication system, and it is also an effective starting point for improving the effectiveness of grassroots social governance. General Secretary of the Supreme Leader stressed that it is necessary to do a solid job in the construction of county-level media integration centers to better guide and serve the masses. The Fourth Plenary Session of the 19th CPC Central Committee proposed "to establish an all-media communication system based on content construction, supported by advanced technology and guaranteed by innovative management". The Central Committee of the Communist Party of China’s Proposal on Formulating the 14th Five-year Plan for National Economic and Social Development and the Long-term Target for the Year 2035 clearly puts forward "promoting the deep integration of media, implementing the all-media communication project, strengthening the new mainstream media, and building and making good use of the county-level media integration center". It can be said that strengthening and making good use of county-level media integration centers is related to the high-quality development of media integration, the expansion of mainstream public opinion, grassroots social governance and the long-term stability of the country.
First, the content construction focuses on grassroots social governance and expands the mainstream public opinion position.
(A) as a good regional news propaganda "bridgehead"
County-level media integration centers should seize the greatest advantage of "regionality and intimacy", undertake the mission of news reporting and public opinion guidance within the county, shift the focus of propaganda content to local hot events and people’s livelihood news, take the tentacles of news propaganda at the grassroots level, record the voices of the people from grassroots communities, produce people’s livelihood news that local people like and show the fireworks in grassroots life. "It’s not poetic to find a sentence behind closed doors, but to levy one’s own poem". "We should go deep into life, understand the essence of life among the people, and thoroughly understand the inside story of life. Only by chewing life thoroughly and digesting it completely can it become a profound plot and a moving image, and the works created can stir people’s hearts. " County-level media integration centers should take root at the grassroots level, go deep into life, go deep into the masses and practice, strengthen the excavation and dissemination of local characteristics and excellent culture, open more news columns with local characteristics, produce accurate, short, lively and attractive information, do excellent local propaganda works, create exclusive media integration products, play their unique and irreplaceable role in creating regional cultural identity, and better enhance communication, guidance, influence and credibility. During the epidemic prevention and control period, many county-level media have produced propaganda works that are in line with local conditions, and carried out epidemic prevention and control work in a more grounded content and form, which have played a good role.
(2) Dig deep into the "reservoir" for collecting people’s feelings and opinions.
Communication, dialogue and integration have become the future direction of county-level media development in the new era. The masses have individual needs in education, medical care, housing and other aspects, and they also have differentiated expressions for grassroots social governance. County-level media integration centers should do a good job in the ties and channels between party committees and governments and grassroots people, and provide bottom-up and unimpeded channels for the masses to appeal. It is necessary to master the right to guide public opinion, focus on the major policies, central work and major trends of the party Committee and government, face up to the urgent problems of the masses, actively explore and set governance issues, contact government departments to actively dock, solve doubts and solve problems, and gradually form a consensus through continuous dialogue and communication, and jointly negotiate governance decisions. Set up sections and columns such as "hand-clapping", message boards, online letters and visits, online 12345, etc., collect information from all parties, collect people’s demands, gather people’s wisdom, gather people’s strength, collect public opinion, do a good job in giving information and reaching the next situation, guide public opinion and build consensus. Local and county-level media centers have set up all-media political columns, which is to spread the policies of party committees and governments at all levels to every family and everyone through effective means of communication and discourse, and to build a publicity and promotion platform for the work of various departments and units. This is an important duty to serve the overall situation around the center, and it is also an important work for the media to participate in social governance.
(C) build a "barrage" to ease social sentiment.
County-level media center should not only be an effective channel to smooth and standardize the expression of grassroots demands, interest coordination and rights and interests protection, but also become an important starting point to ease the masses’ emotions and effectively resolve and solve the contradictions among the masses. During the epidemic period, local county-level media centers grasped the time, degree and effectiveness of public opinion guidance, exerted the credibility of the official mainstream media, increased the authoritative news release, timely released the latest developments of local epidemic prevention and control, strengthened the publicity stage of policy measures, continuously boosted the spirit, gathered strength, effectively eased regional social sentiment, and provided strong public opinion support and information aggregation services for the region to win the epidemic prevention and control war.
Second, advanced technology empowers grassroots social governance and builds a comprehensive service platform.
"With the continuous development of the whole media, there are full media, holographic media, all-staff media and full-effect media. Information is everywhere, omnipresent and unused, which leads to profound changes in public opinion ecology, media structure and communication methods, and news public opinion work is facing new challenges." In the era of "everyone has a microphone", technological innovation is the driving force to build "four all" media.
(A) to create a mobile priority "main force."
With the continuous development of the information society, news clients and various social media have become the first source of information for many cadres and people, especially young people, and everyone may become the source of information. To take the mass line well in the all-media era, it is necessary to "integrate" the mass line with the Internet in order to turn this "biggest variable" into "the biggest positive energy". County-level financial media must be driven by advanced technology, be good at using the Internet, push the main force into the main battlefield in an all-round way, and play an active role. It is necessary to establish independent and controllable clients, connect various functional departments in the county, continuously broaden the channels of convenience services, and "integrate" the functions of government services, living services, public utility services and localization services through market operation and technical means, effectively embedding them into local medical care, accommodation, education and other areas of residents’ lives. Through the county-level media center, the new era civilization practice center, the government service center, the city command and management center, etc., a comprehensive service platform integrating "information release, government service, supervision and politics, and civilized practice" will be formed, and "one end is in hand, and the world has it all" will build a news end, a life end and a volunteer end that the people in the county can’t live without.
(B) open up a "test field" for applicable technologies.
It is necessary to reconstruct the technology layout with users as the center, strengthen the application of intelligent technologies such as big data and user analysis, strengthen the study of user habits and preferences, strengthen the connection between media and users, optimize the user interaction experience, and create more and better interactive platforms conducive to strengthening and innovating social governance. Simplify the process of user participation in social governance and reduce the cost of user participation. County-level media integration centers are constrained by grass-roots funds, technology and talents, so they don’t necessarily pursue big screen, big plane and big technology, but integrate advanced and applicable technologies with platforms instead of embedding fragmented technologies and short-term project construction. We should attach great importance to the construction of various terminals such as network, terminal, micro and screen, and promote the transformation of one-way communication to interactive, service-oriented and experiential scenes. It is necessary to actively connect with provincial platforms, and make good use of the revolutionary achievements of information technology such as 5G, big data, cloud computing, Internet of Things, blockchain and artificial intelligence to drive integrated development. It is necessary to introduce new technologies in a market-oriented mechanism, integrate various resources by relying on provincial media integration systems, focus on short videos, live broadcasts, data news, and truly use new technologies such as AR, robot writing, and big data to create new advantages in all-media communication.
(C) build a "big stage" to serve the masses.
County-level media integration centers should adhere to the policy of "opening the door to run newspapers", establish media integration sub-centers and mass propaganda teams, set up a stage for the masses and let them sing operas. All-media publicity such as policy announcement, live broadcast with posts, live broadcast with goods, etc. will be set up around helping enterprises to bail out, helping farmers to increase income, employment in colleges and universities, business environment, etc., so as to aggregate the resources of all sectors of society, meet the needs of the market and users, realize offline contact and online convenience, and realize the organic integration of "news+service+government affairs+business". Make good use of client, user community, online politics and other platforms to contact the masses, strengthen in-depth interaction, attract users to participate in the production and dissemination of news information and other content, provide clues and materials, and share exchange comments. It is necessary to actively change the consciousness of serving social governance, realize the change from "supporting role" to "leading role", solve the problem of nowhere and disorderly expression of public opinion and wisdom of grassroots people, truly realize "I say you listen" and "I say everyone listens" and realize the "last mile" of grassroots social governance. When dealing with major emergencies, especially in the prevention and control of major infectious diseases, it is necessary to construct online and offline channels, collect relevant information and help clues, help solve the practical problems faced by the masses, and strive to provide the people with richer, more efficient and more convenient online and offline integrated services.
Third, innovate management, improve grassroots social governance, and build a community information hub
General Secretary of the Supreme Leader pointed out that with the development of the Internet, especially the mobile Internet, the social governance model is changing from one-way management to two-way interaction, from offline to online and offline integration, from simple government supervision to more emphasis on social collaborative governance. County-level media integration centers must innovate the management system and mechanism, and give play to the synergy of the media, so as to truly integrate into the county governance system.
(A) Weaving a "network" of community collaboration
Rural community is the basic circle of people’s daily life and public service, the "last mile" of the policy of benefiting the people, and the source of social problems and social contradictions. County-level media integration centers should build a community-oriented public service platform for media integration, establish a network based on community participation, and bring communities, streets, properties, neighborhood committees and residents together to facilitate contact and communication between all parties and enhance mutual understanding. Using technology to provide residents with information around the community, convenience information, life services, etc. on the platform, so that residents’ lives are more convenient and intelligent. Guided by socialist core values, we should focus on theoretical preaching, changing customs and new fashions of civilization, and take the creation of spiritual civilization and voluntary service as the starting point, from "standing by and watching" to "rolling up our sleeves". We should aim at the urgent, difficult and troublesome things of the masses, solve problems in the bud and resolve contradictions at the grassroots level.
(B) to create a collaborative "circle of friends."
It is necessary to rely on the service platform, give full play to the role of media integration, enhance the ability of mobilization and organization, establish and improve the inter-departmental cooperation mechanism of various government departments, establish the government information disclosure mechanism, the people’s appeal expression and government response mechanism, and the multi-subject democratic consultation and coordination communication mechanism, so as to realize the cooperation between business departments and propaganda departments, multi-level cooperation in counties and towns, online and offline cooperation, and stimulate the enthusiasm, initiative and creativity of multi-subjects to participate in governance. We will ensure multi-subject consultation and co-governance, realize the multi-subject governance of Shanglian Party Committee and government and Zhongtong, and release it to the public, ensure that the voices of the masses can be actively reflected and given back in time, and enhance the relationship viscosity and collaborative participation and communication ability among multi-subjects.
(C) the establishment of regional coordination "platform group."
County-level media integration centers should jump out of the center, face the region and face the future, make a fuss about the word "communication", connect the central media and provincial media antennas, and connect the regional atmosphere, integrate linkage and coordinated development, and constantly improve the linkage mechanism construction. Establish and improve the public opinion guidance and mechanism for major public opinions and emergencies, strengthen the cross-regional news public opinion and social governance cooperation mechanism, hold seminars, organize expert think tanks, and establish regional media-merging alliances, so as to contribute to "media-merging power" for promoting rural revitalization, cultural and tourism exchanges, accelerating the integration and development of economic regions, and realizing regional linkage.
Media convergence is not only a communication proposition, but also a governance proposition. Strengthening the use of county-level media centers, improving the efficiency of grassroots social governance, and creating an important platform for mass participation and open sharing will help to connect the needs and expectations of grassroots people with the positive actions of party committees and governments, extend services to the grassroots, solve problems at the grassroots level, and consolidate the ruling foundation more effectively and forcefully. This is the foundation of the county-level media integration center.