Under The Media Fusion Community Electronic Development Research

In the early1990s community newspaper as a new born nouns into Chinese mediaresearch field of vision, and became the Chinese media in recent years a new focus of theindustry and academic circle, received widespread concern and attention. Due to the printcompetition intensified, successively set up independent regiment at major newspapers ornewspaper issued by the community newspaper, or on its existing print newspapers andopen up new community news section; Some in the industry believe that communitynewspaper is an important direction for the future development of China’s print.The rapid development of digital information level thanks to the computer, theInternet and the development of communication technology, the Internet is with theattitude of the media market rapidly occupation, with its powerful momentum to promotethe information of digital information process of globalization, the world is graduallyentered the era of new media represented by Internet. Once the audience to understandthe news information main way of newspapers and other traditional media is "enjoy"with unprecedented strike, brought by the network media industry is successively threerepresentative conclusions are given, respectively is "traditional bubble theory","traditional final conclusion","coexistence and co-prosperity". In this case,"thenewspaper net convergence" has become the educational circles and industry mediaconsensus can be used to deal with the important way of impact on traditional printmedia, and digital media it generally refers to the print media as a representative of thetraditional media and new media representatives of the Internet by complementarycooperation: newspapers with the help of a web site for news and information productslack of timeliness, interactivity, presenting a single defect, such as the Internet with thehelp of the credibility of newspaper and audience familiar degree, increase the brandawareness of its own influence and content.Press during the great revolution in the whole world, the newspaper net interactioncalls for more and more high, paper media to join the new force of the development ofinformation technology, in order to cater to the background of media convergence, copewith the rapid development of new media the resulting opportunities and challenges,meet the audience’s higher demand of the market, get a new space for the survival and development. Community newspaper as a newcomer of print and the main force in thenew period have made the first step on the newspaper net integration, set up thecommunity newspaper websites. After than for many electronic community newspaper,select the "Shelby star" in the United States and China "Ningbo community of therepresentative case analysis and summary of the contents, it is concluded that theelectronic community newspaper has unique advantages, in today’s new media eratraditional community newspaper is trying to create a digital version to expand theirdevelopment space, put forward the community newspaper electronic in the process offounding and development of can draw lessons from excellent experience. In thisenvironment, media fusion electronic community newspaper are bound to press for thecommunity and even the entire newspaper industry usher in a new spring.