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At this stage, the types of media in the social environment can be broadly divided into “new media”, which are based on web-based technologies, digital technologies, mainly mobile media, internet media, etc., and “traditional media, such as newspapers, radio, etc.”, which predates the internet era. YesMedia integrationIn this context, the old and new media display a state of tension that both permeates and competes, and together drive a series of new changes in the modern media market, media methods, media ideas, media culture, etc. Against this background, it is necessary to address:Times newsThe issue of how to bring coverage closer to the audience” was explored。
Background features of the media integration era
1. Intersection of media
For both new and old media, the era of media integration has brought with it a wealth of new paths and opportunities, providing rich conditions for its structural optimization, technological innovation and product upgrading. On the one hand, while the “monopolization” of the media market in traditional media, such as newspapers and radio, has been broken, it still has a strong voice and appeal. As a result, through the organic integration of traditional media, new media markets and media platforms have not only improved management systems, working mechanisms and so on, but have largely reversed the vague perception of the new media, thus helping to create a better media image. Moreover, the new media are relatively short-lived and have not yet developed a systematic and long-term system of practical experience and theory. In the context of media integration, the new media can also take full advantage of traditional media experience and theory and draw on a large amount of scientific development。
On the other hand, the new media, as a product of the age of the network, have a variety of characteristics, such as sea quantification of audiences, dynamicization of information, efficient communication and diversity of forms, which are both powerful tools for new media to threaten the status of traditional media and are important directions for the development of traditional media in an innovative manner. Thus, through its organic integration with new media, traditional media can also achieve the effective use of modern technologies, such as big data technologies and mobile communication technologies, and extend the dissemination of information, maintenance of established audiences and potential audience excavations to the internet environment to obtain better-quality media effectiveness and service feedback。
2. Competition collisions in the media
Before the emergence of the new media, traditional media such as newspapers, radio and others had a decisive voice and monopoly in the media market. With the rapid growth of the internet, new types of media, such as microblogging, microblogging, short video and live broadcasts, and new media platforms, continue to encroach on traditional media markets, even once showing momentum to squeeze them. On the one hand, in the relatively limited media market space, new media will be able to achieve progressive development from nothing to none, from good to good, from one to many, and will compete for existing market resources and target groups, thereby challenging traditional media. On the other hand, in the face of the shrinking size of the market and the weakening of voice and competitiveness, traditional media are bound to respond to the continuing and violent impact of new media by improving the quality of news, tapping innovative content and enhancing branding. Together, the media industry and the media market in our country have created an atmosphere of continuous intense competition。
3. Changes in the media
At present, the convergence of new and old media and the collision of competition are driving changes in the media industry, the media market and, implicitly, the patterns, concepts and environment of information dissemination in modern societies. In his book, change in media patterns: understanding new media, communication research scholar roger federer noted that the evolution of information media is governed by the “principle of common evolution and common survival”, that is, all media are born in the same social context of communication and together achieve adaptive development, ultimately counterproductive to environmental change. This theory is well supported by the current period of media integration, in which the new and old media are increasingly showing the development of “i've got you, i've got you” in a combination of intersections and competition, leading to a growing blurring of media boundaries and providing both sides with more diverse options and broader ideas for information dissemination。
The media integrates the diverse needs of audiences for current-life news coverage
1. Deepening demand for current news coverage
The in-depth nature of news messages is difficult to ensure because, in traditional times, the press and media usually appear as “he/she media”, reporting and evaluating current news from an outsider, objective perspective. At the same time, as news stories need to go through processes such as writing, editing, publishing, etc., the first-time access to news messages by the audience through reading newspapers has significantly reduced the output time frame for current news stories. With the integration of the media, an increasing number of “self-messages” can provide a broad audience with a first perspective, e. G., instant messaging, because of their individualization, fragmentation, subjectivity and multimedia characteristics. At this point, the shortcomings of the traditional media, represented by the press, in the news coverage of the current period have become more pronounced. Thus, in the context of an era of media integration, it will be difficult to create a sustained and effective appeal and appeal to audiences if traditional practitioners remain entrenched in traditional working models, which will lead to a gradual loss of attention and support for traditional media。
2. Individualized demand for current news coverage
As the traditional media market monopoly has been broken, there has been a marked change in the role of the wider audience in the dissemination of information. In traditional times, the traditional media, represented by newspapers, are relatively one-sided in their delivery of information to audiences, and it is difficult to effectively demand information content, areas of interest in current news stories, often in a passive state of “what to see”. At present, based on the integrated development of the media industry and the widespread availability of internet access, people have entered a new state of “what to see”, which is more oriented towards their own professions, preferences, ideas, etc., and is selective and autonomous in viewing news content and accessing current political information. As a result, traditional media would be difficult to meet the needs of a wide audience without reaching out to the type of coverage, the form of coverage, the content of the news, or the development of distinct categories or styles, thus moving away from the market core and lagging behind the times。
Possible ideas for bringing current political coverage closer to audiences
1. The coverage dimension of multiple outreach of current affairs news
In the context of media integration, practitioners can actively engage in an organic combination of “other” media “from the media” in order to reach out to a wider and deeper audience. For example, in news stories on the new coronary pneumonia epidemic, practitioners are required to report on the state of social management, economic development and the living conditions of the people affected by the epidemic from the objective, macro-level perspective of third parties. At the same time, a first-person perspective is needed to target specific businesses, students, etc., and thus engage in subjective, micro-level reporting. For example, current-policy news stories can be presented from multiple angles, beyond the original text-based presentation, through a variety of new media products, such as text alerts, posters, graphics, short videos and h5, which can be disseminated in a timely manner, with a more accurate and comprehensive presentation in the press, giving the current-political “hard-matter” news an “acceleration” to better adapt to the new demands of the media integration era。
2. Effectively meeting the interactive needs of a broad audience
In a context of deep media integration and widespread internet access, communication has become increasingly accessible, online and communal. As a result, practitioners can build a two-way, dynamic and interactive feedback relationship with a wide audience through a variety of platform channels, such as official wi-fi public platforms, microblogging and the online community, once current news coverage is completed. This has helped practitioners to better fulfil their obligations as news publishers and distributors by providing queries and public opinion guidance to a wide range of audiences in the context of current news reports. At the same time, it helps practitioners to better understand the real needs, interests and group or individual characteristics of their audiences, thereby contributing to the continuous optimization of current-life news coverage。
3. Innovations to enhance the quality of content of current affairs reports
The term “goldest of content” is an eternal law in the field of the media, and only if the quality of the content of current news stories continues to be high will it be possible to obtain sustained and active attention and support from users and to move closer to audiences. Specifically, the content of current news reports should be softened and activated to avoid limiting the subject matter to fixed forms. For example, the current-policy news on science and technology issues could be used for life-cycle processing, combining the scientific concept of “gorgine neurons” with the need for people to pursue high-sleep quality life, and producing “wanting to sleep better?” scientists have new discoveries!, a story that leads to a more common orientation and learning of the audience. In addition, in a context of intense competition for media integration, traditional media can also “discover alternative ways” to exploit and build on their unique advantages, thereby creating content competitiveness that cannot be replaced by other media, and bringing them closer to the audience while gaining stable support。
