The text should readXinhuaAn example of practical exploration in the context of integrated developmentTraditional mediaAndNew media:: transforming integration practices, exploring their gaps in integration development, taking stock of gains and losses, and recommending relevant development responses with a view to:Media integrationTransformation and development provide reference。
Introduction
1. 1 background of the study and implications of the chosen topic
As the pace of media integration deepens, media integration has guided the transformation of traditional mainstream media as a national development strategy. Following the year of media integration in 2014, the state has introduced a series of media development policies that require the mainstream media to change media development thinking, develop media integration strategies and strengthen public opinion. With these favourable policies, the mainstream media in the country have embarked on radical reforms that have led to breakthroughs from point to point, leading to deeper integration. With the increased attention paid by the state to the integration of the media, integration development has become the direction of media reform。
In the context of the spirit of central documentation and the difficulties of self-development, there have been many attempts to integrate the traditional media in the country. However, in the light of the existing media production models and administrative mechanisms, the traditional media's lack of awareness of internet thinking, media integration paths, breakthrough points, and the lack of appropriate development models and successful experiences to build upon, media integration is still in the process of exploring the issue of “spreading rocks across the river”. At present, the integration and transformation of the various media is still in its infancy, with changes in media practices and product patterns, while ignoring the integration of the two-way interaction between the new media and the traditional media and the media's own organizational structures during the integration process, which often leads to the “less than harvest” of the traditional media on their own “one acre” and to the awkwardness of being unable to establish a foothold on the new media territory. In fact, both traditional and new media have their own strengths, their own ills, and integration is not about who meets whom and who rejects whom, but about making the strengths of the various media fully available, and their respective disadvantages translate into advantages that are mutually reinforcing in accommodation。
As a news agency at the national level, xinhua has been following the trend of media development in recent years in order to fulfil its responsibilities in the area of public information and public services, as well as the inherent need for its own development. It has taken the lead in taking the lead in the transformation and upgrading of the media. It has made a number of financial and human contributions to the new media. It has been actively promoting the media integration strategy, integrating the press network into the pc web cluster and moving to the mobile matrix. Taking as an example the practice of xinhua in the process of integration and development, the present paper addresses traditional and new media transition practices, examines their shortcomings in integration, summarizes the gains and losses, and proposes relevant development responses to inform media integration and development。
I'm sorry.
1. 2 relevant concepts and theories
To understand the reform of the different types of media in the country, it is necessary to define the concepts of “traditional media” and “new media”. Media, the vehicle for disseminating information. The so-called “traditional media” and “new media” are only concepts of time and there is no clear and clear distinction between them. Currently, industry and academia are defined mainly on the basis of changes in media media and communication patterns caused by internet technology, which are a relative concept。
1. 2. 1 concept of traditional media
Traditional media in modern sense refer to media forms such as newspapers, radio, television and periodicals. These media patterns have clear boundaries and respective areas of business when the internet is not fully operational. The traditional media have developed a set of administrative and market-based mechanisms in its ongoing development, as well as the current regional media landscape, which is a source of development. Traditional media continue to have an important influence and even become the protagonists of media integration in the context of the general trend towards media integration. Traditional media, on the one hand, have been upgraded through a transformation of their internal functioning and, on the other hand, have worked in synergy with relevant media organizations to complement each other's strengths and promote the integration and development of the media。
The new media is relative to the old media. In the 1990s, the internet was gradually opened from local area networks, resulting in a form of internet media known as new media. With the development of digital and network technologies, the concept of new media has become more and more well understood by academic and industry circles, and the web is increasingly seen as the foundational configuration of new media。
In the context of the growing penetration of the internet in daily life, some scholars believe that new media are premised on the application of relevant online media technologies and are characterized by interaction, individualization and full media. This perspective reveals the characteristics of the new media, enabling a macro-level understanding of the new media and facilitating the differentiation of the different functions of the different media。
There are also scholars who have expressed doubts as to whether the complex media formats of new media in the internet environment really represent their essential features, and who believe that new media differ from the very essence of other media, namely digitalization and interaction. Due to the diversity of media forms and functions, not all media appearing on the internet can be described as new. Scholars' perceptions of new media begin with abstract features, conceptualizing and morphological analysis of new media。
. . .
Overview of the development context for integration in xinhua
2. 1 status of media development in xinhua during the new period
As a national news agency, xinhua has been trying to adapt to trends and to develop new technologies, especially as a result of the technological development of the internet, and mainstream media have been active in promoting the integration of the media and seizing the opportunity to present it. In terms of vertical time, the media development of xinhua has evolved from a more monolithic type of paper-based media to a web, audio-visual, cellular newspapers to mobile clients of new media。
2. 1. 1 development of paper media in xinhua
Although xinhua started as a half radio station, its most important form of coverage was in print. Whether it is a policy-advocacy report of the state, or news coverage in various areas, both domestic and foreign, is the subject of sino-china editorial coverage, which is not only accurate and timely, but also recognized professional authority in the industry. As a world news agency, xinhua has branches in various parts of the country and in major cities around the world, with a wealth of news sources and impressive press releases in both quantity and quality. The media has even developed a special text-writing model, xinhua news, which is available in all major newspapers throughout the country。
In addition to written contributions, xinhua has created more than 20 periodical and magazine platforms that provide a wide range of business and academic space for industry, covering areas such as finance, photography and academic research. As an extension of xinhua's news products, these periodicals have a core audience and have enhanced xinhua's influence and authority in the media industry。
. . .
2. 2 two phases of sino-china integration development
Having learned about the development process of the various media of xinhua, it is possible to provide an overview of the stages of the development of xinhua's integration. The author divides it into two stages: the trend towards integration of networks from the traditional paper stage to the network stage; and the development of matrices from the build-up of the pc-end web cluster to the mobile end。
2. 2. 1 the integration phase from traditional media to online media
This period was mainly from 1997 to 2008. In 1997, the xinhua network was officially operational, and before that, xinhua's media pattern was dominated by words and pictures, ranging from contributing to individual newspapers to its own news material, which eventually appeared in paper form without much integration. With the launch of the xinhua network, most of the news resource products produced by xinhua news agency are stored there. In addition, more than 20 selected articles in the sino-china newspaper are available online. At the same time, with the wide range of internet applications, these previously paper-only social newspapers have developed their own web sites and have electronic newspapers. In the selection of content, paper newspapers and online news are also presented on a cross-cutting basis, resulting in the “newspaper” and “news network integration” and the gradual expansion of the field of media integration and the level of integration as user habits evolve。
The process of news production and production by xinhua news agency has gradually changed with the influence of new media. Media integration affects first and foremost news production. At the beginning of the twenty-first century, xinhua created the news information convergence platform, which houses mainly news material collected by different agencies of the news agency. These press releases are classified according to broad categories, and journalists can be processed at any time according to their needs and with corresponding information resources, thus increasing the efficiency of their production. This pattern of news gathering and publishing is similar to that of the “central kitchen”, but with the development of new media technology, the “central kitchen” has become more informative, more diverse in its news form and better in the quality of its articles, thus placing higher demands on news editors。
Xinhua’s original organization, changda, is wise to believe that the consolidation of news material collected by journalists on one platform has saved journalists time, significantly improving not only the quality and efficiency of news writing, but also the frequency with which information resources are used. More importantly, such a change in the way news is produced and produced provides a good practical foundation for the transformation of the new media in xinhua news agency。
. . .
3 problems in integrating media development in xinhua 16
3. 1 new bottled old wine, lack of integration innovation 17
3. 2 the old cow pulls slow, technology driven to be enhanced 17
4 xinhua media integration development response 21
4. 1 adherence to a king and building core competitiveness of products 21
4. 2 increased technological innovation and the drivers of integrated development 23
4 xinhua media integration development response
4. 1 maintaining content and building core competitiveness of products
High quality content is fundamental to media pursuit and exploration. Newspapers may lose their markets slowly, but good news never lacks readers. At all times, quality content was at the heart of inspiring and improving the competitiveness of news products. Why should the media integrate in order to best adapt to the forms of information and production that the times gave them? From the time of reading “paper” to the time of reading “screen”, in addition to technology, content is the key to media integration。
How then can the content be “dominant” or, in the age of media integration, what are the characteristics of the content of “dominant”
The first is to be true and accurate. Truth is both the precise basis and the essence of the content. True accuracy is the basic bottom line of journalism in the era of media integration. If xinhua loses its true identity as the mainstream media in the country, it not only harms itself, but also the information services of society as a whole and public opinion orientation at the national level. It is for this reason that xinhua has always been presented with professional authority, and the xinhua script was once an immutable “the pin of the sea”. So, however integrated, making quality news content is the strength and character of xinhua. Xinhua has a strong editorial capacity, and xinhua journalists also have access to authoritative information that is not available to others, as well as a well-regulated process of writing. As a specialized news-producing agency, the information sources must be able to be true and accurate, so that the strengths of these traditional sectors can be extended and extended to the production of integrated media products, and so that quality news content can be developed in such a way as to attract the attention of the audience, thereby leading public opinion and reflecting the voice of the people。
The second is to streamline communication. The pace of modern human life has accelerated and news consumption has become more accessible and diverse, and news products need to be streamlined in order to be able to read quickly to attract users and turn attention into influence. Therefore, media integration must capture the key and focus on a core of streamlined information messages. In the past, xinhua's articles contained a lot of huge pieces, but in the new media age, more than 2,000 words were hard to concentrate on. Some people have tested that the average time for users to watch video clips in social media does not exceed 40 seconds, which is why microblogging sets the number of words within 140 words. In addition to the streamlining of content, the news message, which one would like to see, needs to be broadcast quickly, even live, so that the public can be present and informed of news events。
. . .
Concluding remarks
With the advancement of modern science and technology, the means of dissemination of information have become more diverse and the content of dissemination has become richer. The dynamics of the media are constantly evolving, and there will always be a combination and division of media. Therefore, the promotion of media integration also requires a historical perspective. As far as the current media pattern is concerned, there will no longer be a single situation in one form of media, and multimedia, media-wide, media-inclusion has become the norm in industry, and there is consensus to promote media integration。
The objective is clear, but the path is not necessarily clear. While the road leads to rome, for the increasingly competitive media industry, finding the right path as soon as possible in integration development and gaining access to markets is a serious test of survival. There is a clear sense of this, even in the country。
The media are the carriers of information dissemination and are integrated only to better disseminate information. Promoting the integration of the media, essentially in order to ensure its survival and to re-establish its authority and voice, is fundamental to its viability. This requires not only the adoption of policy measures and legislation at the macro level, but also a change of mindset by the media itself. In the process of development, the media have made in-depth changes from various elements of their own to improve institutional mechanisms, business processes, skills and skills and to achieve synergy。
In recent years, a number of traditional media have felt the strong impact of new media, either closing off, reducing, or merging, or turning new media into war; there are also some difficulties in sustaining them. The media can die, but they have to survive for development. In an era of integration, how to adapt to, and even lead, the new media landscape and carry out the responsibilities entrusted to it by society is a challenge that every mediaman needs to face。
