A year ago, the fourth meeting of the central leadership group for comprehensive and in-depth change was convened under the chairmanship of general secretary xiTraditional mediaAnd emergingMedia integrationThe development of important speeches marked the opening up of traditional chinese media andEmerging mediaThe year of integration and development. This is of historic importance in the history of media reform and development in the new china。
The promotion of the integration of traditional and emerging media is a major strategic decision-making exercise by the central party of which comrade xi is the secretary-general, aimed at consolidating the culture of ideas and building up mainstream public opinion. The general secretary of xi stated that awareness-raising efforts must be adapted to the new and continuing dynamics of social informatization, accelerate the integration of traditional and emerging media, make full use of new technologies for innovative media dissemination, and occupy high points of information dissemination. He stressed the need to promote the integration of traditional and emerging media, to follow the patterns of news dissemination and emerging media development, to strengthen internet thinking, to insist on the complementarity and integration of the strengths of traditional and emerging media, and to adhere to advanced technology as a supportContent constructionAt the root of this effort is the promotion of a deeper integration of traditional and emerging media in terms of content, channels, platforms, operations, management, etc., and efforts are being made to create new types of mainstream media that are diverse, sophisticated and competitive in their form, as well as new media groups that are powerful and communication, credible and influential, and to form modern communication systems that are diverse and integrated. Integration must be managed with one hand in hand to ensure that integration progresses in the right direction. These important statements, which provide an in-depth account of the significance of media integration development, the concept of work, the path to achievement, the mission of the goal and the overall requirements, are amply indicative of the high level of self-consciousness of our party in adapting itself to media development trends and responding to the challenges of the times, and provide us with a way forward and a fundamental adherence to further media integration development。
In today's world, the revolution in information technology is changing rapidly, and the fissures of networks and digital technologies are developing, bringing about profound changes in media patterns. The internet has changed significantly in the way people access information and in the way public opinion is generated, with the younger generation being the main source of information. In the ideological sphere, hostile western forces have shifted the focus of ideological penetration to the internet, which has become the main battleground for public opinion, directly related to our ideological and political security. In the light of changes in public opinion ecology, a large number of social hot spots are rapidly being generated, fermented and spread online, emerging media topics are being set up and the ability to influence public opinion is being increasingly strengthened, and the ability of traditional media to shape public opinion is seriously challenged. Under the new circumstances, the traditional media have reached an important juncture in the search for innovation and innovation. The promotion of media integration and development is a necessary path to the survival and future of the traditional media, a necessary option for consolidating the culture of propaganda, and a strategic approach to maintaining ideological security。
Media integration and development is a major and profound change in the media. Ideas are the first to act. The degree of intellectual emancipation determines the strength and depth of integrated development. In order to win the battle, it is first necessary to liberate ideas and develop new ideas that are adapted to integrated development. The idea of integrated development of traditional and emerging media must be developed. This is the inherent requirement and basic direction of media integration. It is only through process optimization, platform re-engineering, the effective integration of media resources and production factors, the sharing of information content, technology applications, platform terminals and talent, and the formation of integrated organizational structures, communication systems and management systems that overall strengths can be better realized. It is important to promote the development of integration in the media by promoting both internal and external communication, telling the story of china, disseminating the chinese voice, expressing china's position, working to shape and maintain a good image of china, and promoting deep integration and resource sharing under the internet. We need to strengthen internet thinking. Actively adapting to emerging media equitable communication and interactive communication, changing the way media used to communicate one-way and passively accepted audiences, focusing on user experiences and meeting diverse and individualized information needs. Actively adapting to the characteristics of instant and mass media transmission and creating a sense of pre-eminence, high priority is given to the launching of the launch, the full exploitation and integration of information resources and the ownership and advantage of information dissemination. Better and faster development should be achieved through increased awareness of the need to develop and to break down the concept of smallness, size and integrity, and through the full use of technology, platforms, channels and instruments that others have matured。
Promoting the integration of media must be underpinned by advanced technology, keeping a sharp eye on the technological frontier, targeting trends, and constantly using new technologies for innovative media dissemination. From a communication technology perspective, media development is always closely linked to technological innovation. The process of emergence and development of emerging media is in fact the process of integration and development of web-based technologies and information content. Technology and content are mutually supportive and integrated. They are two-pronged, driven and together constitute core competitiveness. In order to survive, traditional media must respond to the trend towards mobile, socialized and visualization of internet communications, actively use big data and cloud computing technologies to boost news production, use mobile interconnection technologies to achieve a curve overcarriage, use microblogging technologies to widen social communication channels, integrate today's available technologies into our vision, enter into our project design and fully combine the long-established production advantage, the dissemination credibility advantage, and the digital, multimedia, multi-interface technological advantage of emerging media to achieve optimal integration into development。
The promotion of integrated media development must be based on content building and further enhance the core competitiveness of media content. The media is the voice of the party and the people, and content is always fundamental and key to determining its own survival and development. Promoting the integration of the media, with emphasis on technological leadership and motivation, should always place content-building in a prominent position to gain development advantage from content. The pursuit of professional authority is qualitative. Traditional media have incomparable advantages in terms of information gathering and verification, analytical interpretation, and must maximize this advantage by extending and extending to emerging media. It is important to focus on rapid and streamlined communication, producing more accurate, short, lively and attractive information, and to pre-empt it. It is important to focus services on crowding and interaction, to study the different needs of users carefully, to produce targeted feature information products, to push points into the hands of users, to tailor and disseminate them with precision and to enhance the effectiveness of public information campaigns. At the same time, interaction between the media and users has been enhanced, with users being attracted to provide news leads, content and advice, increasing the visibility and involvement of users, engaging in interaction and disseminating it. Multimediaization of the presentation, with diverse presentations, multimedia delivery, integration of content products from readability to visualization, from static to dynamic, from one dimension to multidimensional, will enable our news stories to move and live。
Promoting the integration of the media must be driven by institutional innovation, accelerating the pace of reform, creating organizational structures, communication systems and management systems adapted to the development of integration and providing solid guarantees for it. There is a need to transform the people's mechanisms and to create a unified talent management system that will create an enabling environment for business start-ups. A modern, stereo-based communication system that enriches the form and style of communication, expands communication channels and platform terminals and makes media communication faster and more widely accessible. The establishment of an effective media management system in science, consistent with the principle of party control of the media, consistent with the requirements of active promotion, scientific development, regulation and direction, consistent with the requirements of integration, first hand management, rationalization of the management system, removal of institutional barriers to integration development, scientific management and effective management of different business practices on the internet, and more regularization of the communication order, ensuring that integration development proceeds in the right direction. The integration of media resources should be promoted, with a focus on duplication of functions, homogeneity of content and fragmentation of power, optimizing the allocation of resources and further liberating public information productivity. The main central media are at the forefront of integration and development, working to become a new media bloc with strong and communication power, credibility and influence。
At present, efforts to integrate the media are well advanced and are generally well under way. The active online movement of mainstream media and the emerging media show strong advantages. With the steady impetus of the legal and rule of law network, online public opinion has improved considerably, with a stronger positive energy and a stronger melody. At the same time, it must be sobered that the development of media integration is only the beginning of a long way to go. We would like to learn in depth from the spirit of the important speech of secretary-general xi xi on the integration of media development, to be active, committed, innovative and committed, to work hard on the path of media integration and development, to constantly create a new picture of media integration and development and to create a new horizon for the party's journalism。
