Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era

Tian Wu; Mengjiao Li

doi:10.47297/wspciWSP2516-252719.20250904

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Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era

Volume 9, Issue 4

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Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era
Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era
The College of Humanities and Arts, Xi'an International University, Xi 'an Shaanxi, 710077, China
Vol. 9, Issue 4, Pages: 88-91(2025)
Published：30 August 2025
DOI：10.47297/wspciWSP2516-252719.20250904
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Wu Tian,Li Mengjiao.Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era[J].Creativity and Innovation,2025,09(04):88-91.
DOI：

Wu Tian,Li Mengjiao.Grassroots Communication: County-Level Media Convergence and the Practice of Civilization in the New Era[J].Creativity and Innovation,2025,09(04):88-91. DOI： 10.47297/wspciWSP2516-252719.20250904.

摘要

Abstract

In recent years

China has made substantial strides in the establishment of county-level media convergence centers

which have become instrumental in advancing grassroots governance and promoting civic culture in the New Era. Despite notable achievements

a range of structural and operational challenges remain. This paper draws upon field investigations and empirical data collected from multiple county-level media convergence centers in Shaanxi Province to critically examine current limitations and explore potential solutions. The analysis identifies rural towns and villages as the "last mile" in the implementation of New Era Civilization Practice Centers. It further investigates how publicity and communication systems can be effectively extended to the grassroots level and how the construction of spiritual civilization can be enhanced through the digital capacities of county-level media platforms. The study ultimately demonstrates that the integration of digital media into local governance not only facilitates more effective grassroots management but also embodies a people-centered approach to governance in contemporary China.

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references

Deng, Y. X., & Zhu, C. Y. (2022, August 12). Path innovation of county-level media convergence centers in grassroots social governance. Journalism.

Guo, Q. Z., & Liu, J. N. (2021). Which county-level media centers are the strongest? Report on the Development of County-Level Media Convergence in China (2021). Southern Media Studies.

China Civilization Network. (2019, April 15). Standards for the Construction of County-Level Media Convergence Centers. Retrieved from http://www.wenming.cn/xjrmt/fg/201904/t20190415_5076548.shtml

Zhang, H. B., Liu, W., Wang, J. Q., & Zhang, J. J. (2020). Integration and collaboration: Practical dilemmas and localized advancement of county-level media convergence. Journal of Xi'an Jiaotong University (Social Sciences Edition), (3).

Lü, X. Y. (2019, December 10). Shaanxi's practical experience—cost-effective and effective with clear direction. China Press, Publication, Radio and Television Journal.

Sha, Y., & Xu, N. (2021). Integrating the people: County-level media convergence and collaborative grassroots governance. News and Writing, (5).

Song, H. F. (2021). Innovative pathways in the construction of New Era Civilization Practice Centers. Marxism Studies, (8), 78–86, 164.

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