"Research On Production Of The Media Convergence In China"

Media Convergence is the current approach in global media field and plays a key role in reframing and reconstructing the specific media framework of a simple nation. Against the background of globalization of the information industry, traditional Chinese media forms accelerate their convergence in contents, channels, and terminal links with the new media forms. The products of the convergence have showed their dynamic power to reconstruct the conventional and new forms of Chinese media and contributed to the rise of more new forms within this field. The so-called "all media, " a program with distinct Chinese characteristics in the production quality, has spread through all aspects in the operation of media. Following the way of all media production regarding Chinese media convergence, one should realize that it is able to not only produce transmission reform through a new mode of production, but also provide development opportunities for the waning traditional media and boost the strategy known as the integration of the three networks. This dissertation thus aims to form a theoretical framework and tries to explore the issue through specific cases available to the author. Based on such interdisciplinary visions of research as media studies, economics, media management, this dissertation examines the ongoing convergence between traditional media and modern media in China and puts forward a constructive perception in the discussions of the specific and first-hand cases involved. In this way, it tries to highlight a prospective road for the convergence in China to take.In the first place, it analyzes the basis of Chinese media production convergence. The powerful drive makes the convergence become an appropriate and essential part of the policy about integration of the three networks and technical advancement represented by prosperous digitalization. In the genuine process of media promotion, based on inter-media complementary advantages, the traditional media take demands of consumers and market, integrated marketing strategy advantages, maximal interests generated by brand effects, and the value chain into consideration to steadily speed up the pace for the integration and penetration into the new media. The research provides theoretical and practical support for the production and convergence of media.In the research on the status quo of the domestic and the overseas media's convergence, the dissertation demonstrates that as the growth of media differs from countries each media form in a certain nation is at its own stage of convergence and remains distinctive characteristics. Currently, in China, the media convergence is featured by the following points, including the convergence of diversity and differentiation in space, the convergence of gradually tendency and spirally ascendance in time, and the limited convergence in form. Based on the broader number of survey, the dissertation not only has an insight into the present situation of Chinese traditional media, but also has a command of the details about the production of the media groups which integrate with other professions and fields. Therefore, all the above shall depict a macro-perspective and a strategic route for development of the traditional media in China.Combing the practices between the traditional media with the news and carrying on researches in a certain number and direction, the dissertation argues that the problems in the production convergence of Chinese media and the perceptive mistakes of employees result from the existence of an old system, the unsoundness of censorship, the inherent prejudice against traditional media, and the immaturity of new media. Thus, it maintains that the transformation of the old media may begin from changes of the conventional concepts. All in all, the change of ideas for production overweighs the way of production. In addition, the reform of media system plays a key role in the transformation, and the improvement of the ability to produce and it is the most important course of convergence.While exploring the route of convergence, the dissertation has analyzed the structure of panorama production of Chinese media under the influence of global media from a macro perspective. It points out that both the media and journalists have had the access in multi-outlets during the production process of the whole media from the media group. The diversity of production, the vividness of effect, the endurance of process, the variety of principal part, the enrichment of the content, and the dispersion of the market have contributed to an all-around communication pattern. Simultaneously, the dissertation has categorized the choices of way to the practice of the all media under China's traditional media according to a micro perspective. The influences, funds, technology and supplies differ from the central media to the local's. As a result, the way of the all media to produce varies. However, the practice of production should develop according to the government's policy because of the special situation in China. It argues that the convergence would be a great process of imagination, thinking, decision-making, administration, and cohesion. It turns out crucial for the productive capacity of the Chinese media. The dissertation examines three specific cases of CCTV, Shanghai Radio and Television Stations, and the Yantai Newspaper Media Group through questionnaires and interviews in order to illustrate the ongoing situation of the convergence between conventional media and new media. It points out three primary means of the convergence. The first way lies in the media of central level and of influential brands. CCTV serves as a good example of these brands, which could be able to utilize their well-established brand influence as a tool to improve their business in the new media field. The second category is the media of provincial-level. Shanghai broadcast TV station is an example for development path of all-media group. The third one mainly includes prefecture-level media represented by the YMG, through which the development path of news reproduction. Furthermore, the dissertation further discusses the news production in news centre depth.Through quantitative research, the dissertation illustrates that the key to solve the problem of media producing is to carry on the system reform and improve personnel skills, quality, and ideas. Currently, most traditional media reforms put the technical melioration and platform construction ahead, but system reform proves insufficient and inefficient. The all-around and meaningful reforms in strategic development of CCTV, Shanghai broadcast TV station, and YMG set a good example for the development of Chinese traditional media in all sides.The innovative points of this dissertation are as follows:First, it is the first research that intensively and comprehensively examines the media production convergence in China from a systematical perspective. It puts the Chinese media production in the framework with macro industrial convergence for interpretations and analyses. Meanwhile, it has analyzed the current situation of the media production in convergence, the problems the convergence has encountered, and the path of future development at different levels. Accordingly, the traditional media and new media industries could make proper countermeasures.Second, combining the quantitative analysis with the qualitative analysis, it has conducted a tracking survey on the media professionals, the media production status, and media market. It has explored the regularity for the development of media production convergence and brought up a period of mode for the all media production and specific manufacturing strategy.Third, the changes of communication structure in the new media atmosphere suggests that the primary change will be the means of the information access, rather than the contents of the information. While the production convergence aims to bring advantages for next generation of information content, it is able to manifest the new technique's basic characteristics of super cohesion. To establish the new audience-centric concept is the first mission for current media production industry.Fourth, it points out that the merging capability of media is the very productivity. The highlight of the traditional media in the convergence will be very helpful for China's new media to reconstruct its new industry framework according to unique Chinese cultural and social perspectives and have the conventional and new forms of media play their great roles in improving productivity of the new media system.Fifth, it is the first time in this field to carry out an intensive survey over the current situation of traditional media production at different levels. Based on the news production, the dissertation has demonstrated particular characteristics of Chinese media production convergence and put forward prospective models for different levels of the media production convergence in China.