On The Transformation Of The Traditional Mainstream Media

When television rose abruptly as a media, people predicted that television would terminate newspapers and broadcast. Moreover, television, with its unique feature, has attracted part of the audiences of newspapers and broadcast. This has led to the change of the original transmission mode. Nevertheless, dozens of years of practice shows that new media is just a dynamic concept which will become old and the traditional media will not be necessarily replaced by the new one. Besides, the mainstream media is a variable, for a media that has caught hold of the transmission and the authoritative discourse has caught hold of the mainstream public opinion and the mainstream sense of worth. This means that the media has become a mainstream media.Today, the new media, with Internet as its representative, has ranked itself among the mainstream media, relying on its convenience, interaction, multiple terminals, multiple forms, multiple directions, low cost, abundant integrated information and increasing credibility. The rise of the new media has made the influence of the traditional mainstream media decrease day by day and the position of the traditional mainstream media has been weakened.The mainstream media shoulders the responsibility for guiding the public opinion of the society. Under the new situation characteristic of new-high technologies and diversified information channels, it is compelling to improve the guiding force of the traditional mainstream media. Therefore, the traditional mainstream media have to face the great change in information carriers, transmission mode and the production mode of information contents. The complementation of functions of and coordinated development between traditional media and new media has to be realized, through strengthening the construction of the new media of the traditional mainstream media. Meanwhile, the traditional mainstream media and its new media have to be made bigger and stronger to form a new pattern to guide public opinion. Under the new situation, the central government requires the news propaganda departments to fulfill the task of strengthening the combination and construction of the traditional mainstream media and its new media to improve the guiding force of public opinion.The change in media in the internet era makes the local traditional mainstream media face the problem of transformation. Therefore, the local mainstream media, with a shortage in personnel, fund and property, is facing the problems, such as how to transform, what is the core problem of transformation, what work and management flow and profit-making flow to establish, how to make a breakthrough and manifest its characteristics.Basing on the firsthand materials acquired from the on-the-spot investigation at Baotou People's Broadcast Station, Baotou Daily and their websites, taking the mainstream media in Baotou as an example, the thesis expatiates on the transformation of the local mainstream media, analyzes the advantages and disadvantages and put forwards the bottleneck problems in the construction of new media and countermeasures. The author has referred to lots of documents related to the construction of new media both at home and abroad and has analyzed and evaluated the new media construction in Baotou. The revelation got from the comprehensive analysis is aimed at being used as reference in the transformation and construction of the mainstream media in Baotou.Through expatiating on the digital transformation of the strong local media, such as Ningbo Newspapering Group, Zhuji Daily and Shanghai Wenguang Group, the thesis concludes that the core of the transformation of traditional mainstream media is content production, which is vital for the existence of media and local mainstream media should have a local color and serve the locality; The most important guarantee for the transformation of traditional mainstream media is a series of policies, which boost the interaction of multiple media, pooling of resources and development of all the media; The most important support of the transformation of traditional mainstream media is a team of talents who have skills, multiple visual angles, understand policies and know how to operate.