【作者】 胡蓉；

【导师】 熊茵；

【作者基本信息】 江西师范大学 ， 新闻与传播， 2019， 硕士

【摘要】 2014年以来,“媒体融合”发展战略上升至国家层面。随着互联网的深入发展,信息革命带来了信息生产和传播方式的革命性转变,蓬勃发展的互联网日益成为信息的集散地、舆论的策源地以及思想交锋的主阵地,使政府逐渐失去主流声音的地位,对当前我国思想工作宣传和社会治理产生了巨大的影响。2018年8月22日,习近平总书记在召开的全国思想工作会议上指出,要扎实抓好县级融媒体中心建设,更好引导群众、服务群众。这一重要的讲话意味着推进媒体融合的工作重点已从中央到地方,从省以上媒体延伸到基层媒体,为县级融媒体中心建设提供了根本遵循,指明发展方向。县级融媒体是基层传播的重要载体,具有贴近基层、贴近群众的特征和优势,是做好党的新闻舆论工作、提升政府治理能力的重要依托,目前,县级融媒体建设已经在全国范围内铺开,各级地方的媒体融合实践都以打造具有特色的“互联网+政务”为主,以地方党政门户“两微一端”为探索,涌现出了一批各具特色的县级融媒体中心。但是,我国县级融媒体的建设整体依然处于起步阶段,虽然融媒体建设没有一个标准的答案,但是各地区在内容、渠道、体制机制等方面存在着诸多问题,如何实现媒体的“有机融合”,从真正的相加走向相融,是当前县级媒体融合面临地困境和挑战。鉴于以上两个方面,本文将结合“媒体融合”相关理论,以江西省100各县区市的县级融媒体建设为研究对象,从传播渠道的角度进行深入研究,通过数据的收集与统计,对当下县级融媒体的主要传播渠道“两微一端”做出分析,总结出江西省县级融媒体中心目前的发展主要倚重微信进行传播的现状以及存在渠道间统筹不足、发展差距过大等主要问题。针对提出的问题,笔者从平台的整体规划、角色定位、机制体制等方面提出了在县级融媒体的背景下,地方政务“两微一端”传播渠道的发展策略,来加速县级融媒体的又快又好的发展,做强做大地方党政新媒体,实现传播效果的最大化。更多还原

【Abstract】 Under the background of the rapid development of the mobile Internet,the Party Central Committee has always attached great importance to the development of "media integration." Since 2014,the “media integration” development strategy has risen to the national level,which was called the first year of “media integration”development..With the in-depth development of the Internet,the information revolution has brought about a revolutionary transformation of the way information is produced and disseminated.The booming Internet has increasingly become the distribution center for information,the source of public opinion,and the main front of ideological confrontation,causing the government to gradually lose its status as a mainstream voice.It has had a tremendous impact on the current ideological work propaganda and social governance in China.Based on this,on August 22,2018,General Secretary Xi Jinping pointed out at the National Conference on Ideological Work that it is necessary to do a good job in the construction of county-level fusion media centers to better guide the masses and serve the masses.This important speech means that the focus of promoting media integration has shifted from the central to the local,from the media above the provincial level to the grassroots media,providing a fundamental basis for the construction of county-level integrated media centers,indicating the direction of development.County-level media is an important carrier of grassroots communication.It has the characteristics and advantages close to the grassroots and close to the masses.It is an important support for the party’s news and public opinion work and the improvement of government governance.At present,county-level media construction has been nationwide.The inner media has been opened up,and the practice of media integration at all levels has been based on the creation of a distinctive "Internet +government affairs".With the exploration of the "two micro-ends" of the local party and government portals,a number of county-level integrations have emerged.Media center.However,the construction of county-level integrated media in China is still in its infancy.Although there is no standard answer to the integration of media construction,there are many problems in terms of content,channels and institutional mechanisms in various regions.How to realize the “organic integration” of media?From the true integration to the integration,it is the current predicament and challenge of county-level media integration.In view of the above two aspects,this paper will combine the theory of "media integration" to take the county-level integration media construction in 100 counties,districts and cities of Jiangxi Province as the research object,and conduct in-depth research from the perspective of communication channels,through data collection and statistics,This paper analyzes the current two-channel communication channel of county-level media,and concludes that the current development of county-level media center in Jiangxi Province mainly relies on the status quo of WeChat communication and the lack of coordination among channels,and the development gap is too large.main problem.In view of the proposed problems,the author puts forward the development strategy of the “two micro-ends” communication channel of local government affairs in the context of the overall planning,role orientation and mechanism of the platform to accelerate the county-level media.Fast and good development,strengthen and expand the local party and government new media,and maximize the effect of communication.更多还原