Scoop In Differentiated Competition And It's Acquirement

In the age of differentiated competition , the media'superordinate goal is to get scoops . Because access to a large number of scoops is not only a prerequisite of the core competitiveness , but also the basis of establishing competitive media, even a important form to maintain development of media. However, in the context of information sharing, the homogeneity phenomenon in journalism becomes increasingly evident, not only giving same news to the audience, but also damaging communication environment seriously. While the media has tried a lot to change the actuality, but it is undeniable that, the media access to scoops is more difficult due to"information wholesale"and"Information Copy"and other factors. This requires us to use a more macro perspective, and have a clear understanding of what is the scoop, and consider how to get scoops.The paper analyzed the phenomenon of homogenization of the media market in China , pointed out that although there are still many problems in the competition of getting scoops , but the access to scoops may still widespread. Meanwhile, the paper sorted out the conception of"News"and"Scoop", pointed that people's focus has shifted from the timely, exclusive news to profound and unique. In this case, in order to get scoops, we need a well-planned program to report, mining deeper than the other media , report the facts behind the facts, and find a new perspective which the other media have not found . Or writing reports, and compiling reports on innovative ways to highlight individual , in order to achieve differentiation, so that the audience can understand the facts deeply and have more feelings . Then the"voice-media"can have an irreplaceable advantage.