The Way Of Press's Media Convergence

From the 1990s until now, the development of the technology has changed the society a lot. With the maturity of the internet and wireless transformation technology, new media based on the internet and cell phone media are rising quickly in the latest years, which make a great and deep impact on traditional media especially the press.A, There are a great impact on press's living. New media grab the audience and the advertisement from the newspaper and make the press in a sorry plight. With the reduction of newspaper's distribution around the world, there are many arguments about whether the press will die out or not.B, There are a deep impact on press's development in future. New media not only occupy the living space of the press, but also change the living condition of the press in many ways including more plural communication channels, more surplus information, more scattered audience and more dispersed advertisement market. The press stays in danger which will be marginalized in future.Obviously, the press faces the great challenge. New media make the press in a deepest crisis since his naissance or bring the most important opportunity to the press about his development in next 400 years. Anyway, the press has to depend on its own choice.Therefore, traditional media must absorb the advanced technology and operating pattern from new media. Now, media convergence guides the press in a new way. In the theory, the research of media convergence lags behind that of the media operation. There are opinions vary from definition to meaning and from forms to operation. There is a lack of a systematically combing and a pertinence research based on different media's characteristics, even though there are many scholars making culturally, industrially and operationally analysis and researches on media convergence in different ways. The media convergence of press should be an important task researched in theory because it's an important part of traditional media and it suffered a biggest impact because of its plane characteristic.In the operation, media convergence is probing aimlessly due to the lack of the theory guidance, especially the convergence between press and new media. Lots of newspapers have a try in many forms, such as newspaper website, cell phone newspaper, internet magazines, and note news and so on. But most of these forms are a waste of resource and time due to lack of appropriate pattern of development even payoff. So the press needs pertinence system info urgently guide press's operation concretely.In this paper, the writer first describes the living condition of the press in the new media era, summarizes the concept and the effect of media convergence, explores the form of media convergence in the press combing with the successful experience of the media group around the world, analyze his convergence between the press and new media, finally gives some suggestions.According to the analysis above, the writer draws the conclusions. Firstly, the deteriorated living condition of the press results from the impact of new media. Different forms of media convergence are outlets to the press.It's a long way for the press to carry though media convergence. There are three forms to realize it now. Firstly, it is the convergence of organization level. Each medium organization realize the integrate using of resource by merge and acquisition. Secondly, it's the convergence of function level. Different media develop together via sharing each other's function and content. Thirdly, it's the convergence of physics level. "Driven by digital technique and network transmitting, every kind of media can really converge via new medium."From the point of macro level, media convergence will finally cause the industry convergence, which means the coming of "the Big Media Time". Content and service will become the core factor of media, when people can get all kind of information by any kind of channels optionally. No matter what in the process of convergence or in the big media time after convergence, the press's position should be the supplier of information's content and service all the time, offer the information and service what the society need in a digital medium platform.Being the primary form of media convergence between the press and internet, the payoff pattern of newspaper website should extend plurally combined with network's character besides following the traditional double principle of selling advertisement and content. And being a new media form, cell phone newspaper's operational pattern and payoff pattern are discussed which develop not well because of technology and policy and so on now. But as a terminal medium which is taken conveniently and has a big amount of consumers, cell phone newspaper has strong potential. No matter what run a newspaper website or cell phone newspaper, the press needs do same thing. According to the media's characters and consumer's needs, it needs find appropriate development and operational pattern and get reasonable benefit by supplying different content and information service.There are a lot of problems existed when newspaper carry out media convergence, such as content gap, operational difficult, lack of talented people and so on. But media convergence must offer the press a wider market and a huger operational platform. It can be predicted that the press will have better future.This paper uses three research methods below:A, it is combined with macro research, meso-research and micro research.Macro research means the content this paper deals with is systematic and holistic, which is with an eye to global press's problem of media convergence and covers lots of problems and contents. Meso-research and micro research mean some special problems this paper involved primarily focus on the research on some specific convergence form, and some specific operational pattern, experiences, and effect and so on.B, it is combined with describing research, explaining research and forecasting research.This paper not only stays in exploring describing the facts which has happened or is happening about the press's media convergence, but also uses explaining research method to explain these facts, find reasons, establishes some problem's solutions as possible, and makes a prediction to the development of media convergence in future.C, it is combined with multi-subjects' theory.Because the press is driven and restricted by society, economy, politics, culture and other factors, in the process of researching into this thesis, I will combine with sociology, economics, advertisement, management, and marketing and some correlated theory as possible besides using the theory and methods of journalism and transmitting. It may be superficial, but it shows my opinion and attitude that I want to make all-sided and particular research on researching object.