整合与协同:县级融媒体的现实困境及本土化推进路径

Integration and Synergy: Actual Dilemma and Localization Strategies of County-Level Media Convergence

县级融媒体作为一种基层媒体形态,是打通舆论宣传"最后一公里"与提升自身传播力、影响力的基层媒体改革关键。本文从整合协同理念出发,依托国家标准,基于陕西省内76个县(区)的实证调查分析,探索具有本土化特征的县级融媒体建设推进路径。当前,县级融媒体建设存在着发展不平衡、缺乏统一规范、制度保障不足、人员结构不合理、资金来源单一等现实困境。对此,构建包括功能整合、部门协同、公私合作、制度保障、技术支持在内的县级融媒体整体性治理框架,提出整合多方资源、协同各方人员、做好强连接、讲好本土故事、社区协同、因地制宜分类指导等本土化建设路径。

As a form of the media at the basic level, county-level media convergence is the key to the reform of basic-level media to get through the "last mile" of public opinion propaganda and improve its own communication capabilities and influence.This article, based on the empirical investigation and analysis of 76 counties(districts) in Shaanxi province and the national standards, from the perspective of concept of integration and synergy, explores the promotion path of county-level media construction with localization. The study found that the construction of county-level media convergence is confronted with multiple realistic difficulties such as unbalanced development, the lack of unified standards, insufficient institutional support, unreasonable personnel structure and single source of funds. In this regard, a comprehensive governance framework of county-level media convergence, including functional integration, departmental collaboration, public-private cooperation, institutional guarantee and technical support has been constructed. And the construction path has been proposed, including integrating multiple resources, coordinating personnel from various parties, making strong connections, telling local stories well, community collaboration and classification guidance. Finally, the goal of "serving and guiding the masses" will be realized.