| As a media-centered content production mechanism to popularize knowledge and spread culture,news production,starting from the sociological perspective and entering the mass communication paradigm,is constantly enhancing its cultural influence through progressive innovative practices.During this period,the media and people involved in news production are combining a wealth of cultural connections in the information interaction.Especially,with the news production subject transforming all kinds of cultural elements into information production components,the new and time-varying information products emerge in an endless stream,which provide an applied practice model for information production and consumption.Among them,the news products represented by "news poster" represent the news production mechanism in the context of integrating media.They not only have the universal commonness of news image and the media personality of poster text,but also show the general law of news production and the special logic of the fusion and creation of style.This is the basis for studying the integration and innovation of news production and the premise for understanding the multi-cultural structure of current media,and also provides a new systematic framework for interpreting the deep interaction between news production and social culture.In 2020,the General Offices of the CPC Central Committee and the State Council issued the Opinions on Accelerating the Deep Integration of Media Development.It emphasizes the optimization of resource allocation through Internet thinking,the use of advanced technology to lead and drive integrated development,and the establishment of an all-media communication system based on content construction,supported by advanced technology and guaranteed by innovative management.The production and dissemination of news posters in the context of media integration is in line with the development requirements of deep media integration.It is a sub-category and specific form of new information products,and is closely related to the reform of news production.Based on this,this study takes the news poster as a specific information product,and for the first time takes the news poster as a systematic and complete research object to investigate its historical origin,production pattern and future development.The core issues of the research include:from "poster" to "news poster",what is the media origin,connotation extension and occurrence mechanism of this information product? In the context of media,what kind of production mechanism does the news poster follow,what kind of product form does it present,and what kind of communication efficiency does it play? What is the future trend of news posters from the perspective of news production?Based on this,this research adopts news production as the theoretical framework,traces the historical origin and flow of news posters,and takes the production and dissemination process of news posters as the research focus.According to the circulation path of "news production subject-news product-news consumers",docking with the mass communication basic paradigm of "communication subject-information-audience".This study combined the use of journalism and communication,sociology and semiotics,such as research methods,deeply analyze news poster as a unique mechanism of news production features and cultural creative path.The main research methods include interviews with news producers,analysis of news poster text,questionnaire survey of audiences,and case study of People’s Daily’s microblog platform,so as to provide empirical evidence for understanding the production characteristics of representative news products in the context of integrated media.This paper is divided into three parts.The first part is the first chapter,which regards the news poster as a kind of integrated practice of news production,and discusses the historical origin and necessity of the interaction between the two from the perspective of the media properties of the poster and the development demand of news production.At the same time,in combination with the history of poster media,this part discusses the general connotation and integrated connotation of news posters from the perspective of ontology,thus interpreting the evolution of news posters,giving a specific explanation of the core concepts involved in the research,and providing background support for the research.The second part of the paper is the second chapter to the fifth chapter,on the basis of conceptual clarity,the part will be news posters as melts the context of media products,through to the news poster production factors,the production concept,and a deeper understanding the text characteristic and product mining,deduction as the status information of the product production,transmission efficiency and culture value,specific content is as follows: The second chapter is the production elements of news poster,in the perspective of production theory,taking the news poster production framework of People’s Daily microblog platform as an example,this paper combines the basic production structure of environment,people,things and relations in economics,dissolves the production factors of news posters,and integrates the advantages of posters and news to show the innovative framework of news production practice.The third chapter is the dynamic transformation of news poster production concept.This part starts from the main body of news poster production,and focuses on the production practice of news poster on People’s Daily microblog platform.It describes the specific production links of news poster,links the "poster" media and "news" products,and realizes the mutual construction of content and form.The fourth chapter is the symbolic integration of the content of news poster production.This part shows the morphological evolution and product framework of news poster through the text cluster of People’s Daily microblog platform news poster,and shows the characteristic integration mechanism of "poster" and "news".The fifth chapter is the context of media news posters of cognition,this part is based on social investigation,from the news audience perspective poster accept product,to make up news production perspectives of consumer link,forming "subject-products-consumers" and "spread the subject-information-the audience" corresponding information circulation loop.This paper puts the news poster into the ontological domain of news production,and realizes the functional integration of the form of "poster" and the style of "news" in information dissemination and knowledge popularization.The third part is the review of the production mechanism of the news poster and its media integration in the sixth chapter,which puts the news poster into the media culture.On the basis of summarizing the logic of news poster generation,this paper discusses how the emerging information products represented by news poster will affect the news production in the future.Therefore,news posters are used to connect multiple news production subjects in the context of media integration,and the academic boundary and cultural influence of news production and innovation are examined in the crossover interaction between "posters" and "news".This study found that,facing the production path of "fast news" in the context of financial media and the information reception preference of "picture is truth" in the visual era,the production and dissemination of news posters represented by the People’s Daily microblog platform contains a news production mechanism that inherits the traditional media texts,enriches the current production patterns and explores the innovative forms in the future.It is related to the media evolution from "poster" to "news poster",and has a profound impact on factors of production,production concept,production content and audience cognition.First,news posters integrate social phenomena with massive information and integrate mass communication by returning to the newspaper industry.Then,in the process of dispatching multiple media to carry out meaning production,they realize the identity fusion of new news images and new media products.Secondly,the practice of news production with news posters as the production object fully mobilized the environmental elements,the main elements and the product elements,and continuously carried out the relationship adjustment beyond the traditional news production within a specific production framework.Thirdly,integrating the media context to mobilize the idea integration of the main body of news production,news poster production reintegrates the traditional principles of news production from the three aspects of news value,content planning and visual form,thus generating a series of rich and varied production practice cases and innovative text of news poster.Fourthly,as a dynamic visual news product,news posters constantly anchor their own production framework and form of expression in the process of concentration and expansion,present logic through symbolization,connect the whole news production process through symbol fusion,and come to news consumers as media products.Fifthly,as a mass communication content,news poster not only promotes users’ shift from offline to online and the gathering of individuals to groups,but also shapes the product acceptance form of news consumers in terms of interactive behavior,cognitive paradigm and concept interpretation,and finally realizes the integration of communication efficiency from information consumption to cultural identity.Thus,on the basis of news production of "news" and "posters" crossover,for the diversified development of the news production,continuous innovation of news text and the depth of the new news culture refinement opened the border,in in place of traditional news as well as production,on the basis of news production main body to form with content innovation,information spread by means of art reality,the economic benefits can be converted to social benefits.However,the production and dissemination of news posters also suggests that any news innovation based on the premise of crossover has the risk of expression,and even a challenge to the news itself.News production must beware of form beyond the content of the identity of the inversion,grasp the fictional scale of media art creation,balance the interaction between news production inside and outside to ensure news production by visual and mediation to promote human civilization cognitive paradigm of innovation,and open the ocean of innovation by trans-boundary communication in the operation space of news production generalization.To sum up,the news poster driven by media environment can meet the demand of media industry innovation,but the rapid development of this production is a kind of inevitable chance-depends on the evolution of media integration trend,the crossover and innovation of news production is an inevitable result,while the communication effect of its joint production with poster media is accidental.This process not only records the practice of production innovation,but also shows the silhouette of digital humanity evolution.The above facts also provide a practical implication for the future: with the different cultural elements into the news production,the growing spread of news producers must be in more abundant language innovation in practice,greatly expand the news production and the expression of cultural transmission space imagination and significance,thus a new production mechanism affecting the future trend of media culture will be generated. |
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