The Rules Of Survival Of The Pan-media Age - On The Integration Of Media

Media convergence, which means the coming together of previously separate communications and entertainment services - radio, newspapers, fixed and mobile telephony, broadband internet access and television, has become a world-widely accepted form of journalism at media organizations, and thus an academic highlight among scholars. It is the purpose of this dissertation to generalize the relevant domestic and international research, to investigate the challenges and lessons of the convergence practice and to anticipate future development.Chapter 1 introduces the existing definition of the term 'media convergence' as well as the author's and the history of media convergence. Chapter 2 takes a closer look at convergence from six perspectives - convergence in media technology, convergence of ownership, convergence of media tactics, structural convergence of media organization, convergence of news storytelling and convergence of information gathering. Chapter 3 narrows down the topic to the driving factors of media convergence - to satisfy the consumers' changing habits, to compete with other media companies, the push of technological development and the support from state policies and laws. Challenges and lessons of convergence practice are generalized in Chapter 4. And the final chapter draws the blueprint of promising new technology for convergence like 4G and presents the author's suggestions about the management of media organizations, the training and education of media professionals, the promulgation of relevant state policies and laws and the cultivation of consumers to embrace media convergence.