The Developing Trend And Communication Strategy Of TV People 's Livelihood In The Context Of Media Convergence

Prior to the emergence of internet, the three traditional mass media, namely,newspaper, radio and television, possessed dominating power in the media market.Later many thriving internet-based media broke the robust triangle and gained anequal power in the market. However, the concept of “Media Convergence” convertedthe competition between different media into a mutually beneficial relation, i.e.“cooperate in competition and compete in cooperation”. This thesis studies thedevelopment of people’s livelihood TV news under the converging background andintents to help with solutions to the problems encountered in the transformation ofsuch TV news so as to find a way of survival in the ecological environment with newmedia.This thesis takes Metropolitan Barcode, a well-received people’s livelihood newsprogram of Yunnan urban channel, as an example, and analyzes its “convergencestrategy” in this context. Three trends of TV news concerning people’s livelihood areconcluded:1) regarding its content presentation, such news have deepened integrationinto internet. On the one hand, it capitalizes on the network platform to dig outabundant resources; on the other hand, it creates a “participatory journalism”2) fromthe perspective of media competition, the audience now become users andtransmission becomes sharing. Therefore, it better embodies the user-centered theory.3) seen from the aspect of social function, people’s livelihood new on TV willstrengthen the power of public supervision and enhance the platform of publicdiscourse so as to proactively contribute to political democratization construction. Itsintegration with internet will also create a new economic model in the market.In order to develop a strategy of media convergence, people’s livelihood newson TV should go through a thorough revolution from what it presents to the public tohow it’s operated and how it serves the public. In light of the context of mediaconvergence, four strategies are proposed in this thesis.1) Create a multimedia matrixin an all-rounded way;2) Take the initiative to gain a share in the mobile internetmarket;3) Further enhance the service awareness;4) Improve the ethic norm for thebroadcasting of people’s livelihood news.