Content Setting Of The Mobilephone News Paper In The Media Convergene Times

In the 21st century, as digital technology and network technology develop, various new types of digital medias emerge and greatly impact the original medias. Traditional and new medias are running in their own way. And with information channel exponentially increase, the medias that audience can choose greatly expand. The central position of the mass media gradually give way to audience's information demand. The mass media begins to look for a breakthrough in the tide of being replaced. So the change from traditional media to digital media evolves into the integration between old and new media content and channels.According to "China Mobile Media Research 2008-2009 Report" shows that mobile phone penetration rate of 39.6% reported in the media business applications among the mobile phone first, and has become the practice of internal integration in the media is relatively mature one of the new media. Therefore, this article reports selected for the study cell phone, refer to the "medium is the message" The audience psychology and agenda setting theory, the use of text analysis, qualitative and quantitative research methods and depth interviews and other research methods, "Xinhua reported cell phone," " Southern Mobile Newspaper ", Xinhua," Nanfang Dushi Bao "manifestations in the content, content location, agenda setting and features such as audience interaction and to analyze the contents of the current spread to domestic phone report highlights the advantages of integration of media, and the experience bottleneck.Research shows that current domestic MMS phones are still in the media reported the initial stage of integration, performance patterns in the content, the MMS phone report contains the title, edition, text and images, is still "like printing the newspaper reported," which, not yet true multi-media broadcast; In the content location of fusion, mobile quote still follows a mother submitted selection criteria, news in the newspaper headlines, news reports and politics news report, and between the homogeneityphenomenon more obvious; In the agenda-setting, mobile phones and newspaper reported exist mutual set agenda, and still with female as mobile media reported, mobile phone set agenda in the newspaper published report period mother plays a compensatory agenda-setting function, In the interactive content in mobile communication, although use mobile media reported MMS inherent strong interactivity, can give the people provides a participating politics, but the people of the channel to express the effect still has improved.