On The Innovative Thinking Of Newspaper Integration From The Perspective Of Media Fusion

The openness and interactivity of the new media make everyone have the chance to become information disseminator. Besides, the new media technology make information so available that people can get information whenever and wherever through the new media. Furthermore, the emergence of the new media make people get rid of the passive ways of getting news. In this way, people have more accesses to information and a diverse selection of information. So people are playing a more important role in the dissemination of information. Due to the great change of media ecological environment, the traditional media is facing unprecedented challenges. With the decline in advertising revenue, lack of profitability, and the transfer of audience’s attention, traditional media are getting in trouble. In order to actively respond to the new media impact, traditional media begin to merge with the Internet. Nowadays, traditional media are trying hard to maintain their competitiveness through restructuring, in order to gain a firm foothold in the media convergence. Therefore, the paper media integrating with the internet has become a new form of media communication methods. In particular, among the numerous transformation of paper media, the new media project of Shanghai Newspaper Group which named of The Paper has the most distinctive originality in positioning. And The Paper is expert in new media application and has the peculiarity in content presentation. As a result, the new media practice of The Paper is an important enlightenment to the integration of paper media and network in the mobile internet era.The research of this thesis focuses on the exploration practice of newspaper network convergence. In this thesis, I take The Paper as the specific case. And I am focused on its innovative ideas of the new media practice. I’m trying to study the gains and losses of the new media practice of The Paper from three aspects, such as its development background, current situation and the prospects of the development. As well, for an in-depth look at the innovation performance of its new media practice, I will conduct the study based on two dimensions such as its general operating situation and ways of content presentation. During the research, I make lateral comparison by comparing The Paper with other news client. In the comparative analysis and case studies, I make the summary of the learning experience from the The Paper’s practice in newspaper network integration. Moreover, I analyze the problems and challenges which The Paper faced in its development process in order to sum up the strategy for the lasting development of the The Paper. More importantly, the studies of paper media transition based on the case of The Paper receive widely concern. And the study is to prepare the ideas and point the direction for the omnimedia transformation of the paper media.