Media Convergence -the Influences And Economic Agents Of Upgraded News Products

Media convergence grows on the base of development in science and technology, and its appearance brought about the reform of information dissemination form in the world. Media convergence injects new elements into the process of information dissemination, improving the efficiency of dissemination and utilization of information and promoting the revolution of human's information dissemination.Media convergence is an important academic field of Journalism and Communication. This study is commenced with the influence of upgraded news products which is given by media convergence; besides, it is committed to discuss this effect to news products so as to analyze the reason from the perspective of economics. The first chapter is introduction, and it includes background, literature review, research ideas, methods and innovations. The second chapter defines the concept of new media and then deduces that characteristic of new media is a vital factor for the formation of media convergence. Additionally, it also defines the conception of news products and that upgrade as well. The third chapter not only analyzes the influence of media convergence for upgraded news products, but also summarize traditional news products'advantages and disadvantages, committing to demonstrate that media convergence promotes the joint development of traditional media and new media. Besides, the upgrade of form and contents of news products and the way to promote upgrade of news products are illustrated specifically in chapter three as well. The forth chapter analyzes the reasons that media convergence promotes the upgrade of news products from the perspective of economics. After discussing three characteristics of public goods, this study proposes a point of view that properties of public goods of upgraded news products are increasing. Because of the new media elements, upgraded news products distinguish from traditional news products in the part of economic attributes, and the most salient factor of upgraded news products can be seen as'marginal costs are diminishing and marginal utilities are increasing'. In addition, using of the characteristic of increasing marginal utilities, this study concludes the conception of network externalities and analyzes the relations of scale economy, scope economy and low-cost and high-yield characters of upgraded news products. At last, from the perspective of demand differentiation and demand elasticity, this study analyzes the economic benefits brought from diversity of upgraded news products.