The Research On Reasons And Strategies Of Media Convergence

With the rapid development of digital technology, there are many new media forms emerge in life, including media convergence. As a new type of operation mode and dynamics process, media convergence has become a hot topic in media circle recently. It is also aroused widespread concern by the domestic and international attention. In the environment of the convergence, media content, channels and platforms increased, media function is diversified, fierce competition appear in media, but the cooperation space may also be expanding. For the general audience, as long as they pay attention, it's not hard to find convergence phenomenon. For example, they can use mobile phones listening to the radio and reading the newspapers; they also can use internet watching CCTV. After all, the media boundary is being dissipated by digital technology strength.This paper first proposes and introduces the concept of "Global Interacting Communicate Net". From the angle of media ecology, analyzing the reasons of media convergence's significance and problems. So on basis, we can conclude strategies of media convergence. The media industry also can be guided to good operation. And meanwhile, audiences demand can be satisfied. This paper is divided into three parts.First of all, this paper analyzes the media convergence's factors, and inspects the media technology, media environment and audience demand. The media convergence has historical inevitability, several factors result it. The technical force is the basic power to convergence. It built the "Global Interacting Communicate Net", leading media convergence become inevitable.Secondly, in order to further understand media convergence, the significance should be well analyzed. It can optimize the media environment, meet the audience needs and improve the media competitiveness. Thus affirms the positive effects of media convergence, people should conform to the trend of convergence, to meet the arrival of the era of convergence.Thirdly, this paper discusses the existing problems of media convergence, including traditional system restriction, capital operation is not mature and technical standard is not uniform. So in order to eliminate the obstacles of media convergence, it needs policy guidance, capital market competition, technology introduced and uniform standard of technology. At last, the paper bases on reality, aims to the problems which discussed above, and proposes the corresponding strategies. Introducing the theory of "Innovation Diffusion" from Communication, the "Chain" knowledge from Media Economics and the " 4C "theory from Marketing, with a open theoretical perspective view media convergence.