This paper expounds the significance of media integration from the perspective of media science and combined with my own understanding.

From the perspective of media science, there are three points to understand the significance of integrating media expression styles:

First, strengthening the development of "media integration" can promote the modernization of the national governance system and governance capacity.

In the all-media era, the media is not only the provider and disseminator of information, but also plays an important role in national governance. By contacting social conditions and public opinion, it transmits the mainstream voice, realizes the praise of the party's heart and public opinion, and promotes and optimizes governance efficiency.

Second, strengthening the development of "integrated media" can meet the people's growing needs for a better life.

With the development of economy and society, people have higher and higher requirements for spiritual and cultural products and services. To meet people's new expectations for a better life, we must provide rich spiritual food. The development of media integration has opened up a new space for enhancing people's sense of happiness and security in the all-media era.

Media convergence is a process of media industry reengineering under the guidance of digital technology and internet technology, which has spawned many new communication modes and media forms, and formed digital convergence communication terminals such as mobile device clients and electronic newspaper reading columns, which are closer to the people and more convenient to use, making the consumption of spiritual and cultural products more diversified.

Third, strengthening the development of "media integration" can enhance the country's cultural soft power.

The development of the whole song cluster makes the world want to hear China's voice more than ever before. Through the media, we can promote the construction of China's international communication ability, learn the story of China, spread the voice of China, and show the real, three-dimensional and comprehensive China to the world, thus effectively enhancing the country's cultural soft power.

The development of media convergence;

The purpose of communication:

With the emergence of new media, traditional media gradually declined, and the number of viewers of TV and radio dropped. The emerging new media platform has been criticized for its blind pursuit of traffic and many "reversal" events. In contrast, the authority of traditional media and the timeliness of new media are two essential points for enterprises or government agencies to publicize.

Therefore, how to combine the credibility of traditional media with the communication flow from the media has become an important issue for enterprises and party and government organizations. The emergence of the concept of media convergence just meets the idea that enterprises want to promote online and offline and export brand value.

Development prospect:

Today's new media industry has already passed the self-media era of "self-employed" to fight for traffic. Instead, it is the era of media integration in which enterprises and party and government organs' self-media departments and personal media complement each other. Chang Zheng media actively guides positive publicity by virtue of its own development advantages of multimedia integration.