Media integration was first officially proposed by Chinese President Xi Jinping at the National Conference on Publicity and Ideological Work on August 19, 2013. From that conference to the 14th Meeting of the CPC Central Committee for Comprehensively Deepening Reform on June 30th of this year, seven years have passed. During the seven years, media integration has been widely implemented throughout the country with remarkable achievements made at different phases.

Xi once said that “to promote the development of media integration, we must adhere to the direction of integrated development,” “we must adhere to a mobile communication strategy. By means of this strategy, the goal is to let mainstream media play its guiding role through public opinions, ideology, and cultural inheritance, to serve the people.” Xi’s speech defined the functional goals for the development of media integration in China.

Guidance through public opinion is one important function and responsibility of media. An impact of the trend of “de-authorization” and “de-centralization” in today’s new media era is that media’s guiding role through public opinion has been weakened to some extent. Nowadays when Chinese society is in a transition period and different social contradictions gradually emerge, some social media and We-Media may disseminate false information, which can confuse the public and disturb people’s normal judgment and cognition. Especially in the information age when wrongful thoughts and trends spread through the internet, it is necessary for new-type mainstream media to speak out in time and guide society with the correct public opinion, meeting people’s needs to understand the facts and pursue the truth.

The Decision of the CPC Central Committee on Adhering to and Improving the Socialist System with Chinese Characteristics and Promoting the Modernization of the State Governance System and Governance Capacity was adopted at the Fourth Plenary Session of the 19th CPC Central Committee. It was pointed out in the document that “an omni-media communication system based on content building, supported by advanced technology, and guaranteed by innovative management should be established.” This directs a clear detailed path for media integration in China.

Content building is fundamental. “Content is king” has always been the catchphrase for the development of traditional media. In the new media era, the importance of elements such as the channel, technology, form, method, capital, or talent, have been elevated to unprecedented levels, and content is only one element in the news production cycle. But it is undeniable that content has always been the top priority in news production and communication, and its status cannot be shaken or altered. No matter how media technology changes and develops, and how the communication forms are updated, content is still the most fundamental element of news production and communication. Without it, any channel would become meaningless, and any form will lose flesh and blood. Therefore, content building is a means that should not be abandoned and must be strengthened by media integration. At any time and under any circumstances, news media exists and develops on the basis of content.

History has repeatedly proved that the development of science and technology is an important driver for human progress. In the history of journalism and communication, the application of printing technologies spurred the emergence of newspaper and the application of electronic technologies expedited the birth of radio and television media. The application of each new technology fostered media’s the transformation, even stirring a media revolution. Nowadays, with wide applications of internet and artificial intelligence technology, human society has entered the era of interconnection. As virtual reality, augmented reality, mixed reality, and artificial intelligence appear one after another, the media also evolves in the direction of integrated media and omni-media. Advanced technology plays an important role in journalism and communication, especially when advancing media integration. As science and technology renews and updates, the news media should also update and renew.

Innovative management is essential. In the process of promoting media integration, we should reform the old and backward management methods and means. Whether discussing system management or talent management, it is important to keep pace with the times. The goal is to obliterate unreasonable rules and regulations, and help outstanding journalism and communication talents stand out.

Shen Zhengfu is deputy dean and professor of the School of Journalism & Communication at Anhui Normal University.