Limited Innovation

In the process of media transformation,the rise of market power and the unquestionable legitimacy of the discourse of news professionalism have given news practitioners a certain right to speak.In the past changes of Chinese media,marketoriented media is an important force of professionalism.In addition to news reporting,the mainstream media often undertakes more functions of government publicity.In the era of new media,market-oriented media and emerging media forms continue to emerge,catalyzing the trend of official mainstream media actively integrating into media integration.Some official mainstream media practitioners have launched a batch of new media accounts endorsed by mainstream media with internal consent or acquiescence.These new media have the courage to speak up about the unhealthy phenomena in the society,and dare to criticize the disadvantages of the times,and present a richer news report and important comments to the audience in the current public opinion environment.However,compared with market-oriented commercial media,these new media tend to be limited to their own attributes,and their content innovation has certain limits.This study takes the new media product Xiake Dao of People's Daily(overseas version)as an example.Through the text analysis of its report content to summarize the interpretation package,refine its frame device,try to analyze the characteristics of the report content of the new media practice of mainstream media.At the same time,the study selected the content of the traditional mainstream media People's Daily and the market-oriented commercial media Caixin.com as a comparison to analyze the innovations and limitations of the mainstream media's new media practice.This study found that compared with the traditional mainstream media itself,the new media of the mainstream media has certain innovations in the content and discourse of reporting;compared with the commercial media,it has certain limitations.This new media practice is embodied as "limited innovation"-mainly reflected in the limited coverage of the report,the selective expansion of criticism;softening the corners of opposites,and playing the role of "mediator" in the process of diluting contradictions;The role is shaped to adapt to conflicting needs,acting as a "pressure relief valve" for the field of public opinion and becoming a "third" voice.Although this kind of innovation is limited and marginalized,the official mainstream media,through the practice of new media,has a unique role and significance in expanding the volume of official media and alleviating social conflicts.The new media practice of mainstream media has a process of dynamic adjustment.Affected by the new media environment and internal mechanisms,there is a difference between early and late reporting of this new media practice,which is mainly manifested by the gradual expansion of the "limitedness" of innovation,that is,from the timeline,reporting during the practice process The scope of the content has certain characteristics of "narrowing" and "standardization",which is worthy of further investigation.