The Research On The Development Strategy Of Metropolitan Newspaper In The Context Of Media Convergence

As digitalization, the Internet and virtual reality continue to progress, spread and infiltrate in communication domain, the media is experiencing great changes so that he distinction among different media is blurred and information dissemination of human beings has entered the era of convergence, also known as"cross-media age"or"any media age".In the context of convergent media age, as the representative of new media the Internet is growing rapidly; but as the representative of traditional media newspapers has a trend to decline. Since 2004 newspapers had experienced a series of difficulties which triggered controversies about"newspaper extinction"in 2005 and 2006. Under this background, it is the consensus that we should make efforts to save and revive newpaper industry.As an important part of China's newpaper industry, metropolitan newspapers also face profound challenges and opportunities in the context of convergent media age. This paper firstly makes sure the premise of feasiblity and social value of metropolitan newpaper; then through summarizing the new communication ecological characteristics, analysing the difficulties Chongqing Times and Southern Metropolis Daily face to explore the development strategy of metropolitan newpapers.