The Status Quo Of The Chinese Media Convergence, Pattern And Trend Study

Into the 21st century, with the reform of communication technology and deep internationalization, China's media industry is facing enormous challenges and the pace of media convergence is further accelerating. Since the establishment of the first press group - Guangzhou Daily Newspaper Group in 1996, various aspects of integrations have emerged between the traditional new media. Many media units are changing from single ones to cross-media and trans-regional media groups. Media convergence has become an inevitable trend in China's media industry development.This paper argues that there are mainly four common models in China's media convergence , for example, organizational integration, capital integration, media convergence means and morphological integration which have respective advantages and disadvantages and should be flexible applications in different media environments.The paper also points out the existence of three major media convergence problems, which requires the government not only introduces the corresponding support policies and regulations to remove barriers that impede the media convergence industry, but also promotes the reform of media technology to speed up the process of media convergence; and finally colleges and universities can open the professional media convergence departments to accelerate personal training. Look forward to the efforts of the parties to jointly promote the process of integration of China's media.According to the present models and case-studies, the paper analyzes the successes and shortcomings which have a referential significance to other media units' integrations. Meanwhile, with the analysis of the macroeconomic environment, the paper also provides certain references for the present reforms and academic researches.The thesis mainly consists of five parts:The first part mainly explains the research background, purpose and value, and combs the relevant research results and also presents the research methods and innovations.The second part states the four common models with the integration of foreign media analysis and academic studies on media convergence,In the third part, based on the four common models in China's media convergence, it points out their own advantages and disadvantages and finds out the suitable media environments through the comparison of both positive and negative aspects.Meanwhile, the fourth part points out the three major media convergence problems during the course of media convergence in China, which are policy barriers, technical development restriction and lack of integration personals.The last part specifically describes the prospects of China's media convergence and introduces three programs: the debut of supportive policies, the promotion of media technology reforms, construction of media-convergence departments.