On The Predicament And Coping Strategies Of Media Convergence

As new-media plays a more and more important role in our life, traditional mediameet a strong competition. Many people think traditional media may go through toughtime. But in fact, this independent media since nineteen fifties become integration inearly nineteen nineties. Media convergence means different media evolutes with eachother’s help. Media convergence also represents a survival condition with bothtraditional media and new media which live with each other and share their resource.But in the process of practice, media convergence meet amount of problem too.Although HuaXi urban news set different point of view to its micro-blog, theircontents duplicate a lot. At the mean time, micro-blog of HuaXi urban news threatHuaXi urban news’s electronic paper and mobile phone newspaper at the same field.Now we can draw lessons from some successful experience both here and abroad.New York Times wants draw people’s attention on its net-product. Every client whobuys New York Times’ advertisement can get discount of its internet advertisement.The Christian Science Monitor became first newspaper which replaces its traditionalnewspaper with electronic newspaper. Wall Street Journal cooperates with its website.People’s Net set a system which leadership can express opinion on it. The database ofPhoenix Group collects all its video resource and use digital technology to save them.The19floor space in Hangzhou’s aim is finding a good place in Hangzhou. This netset some plate involves food hunt, marriage, coffee, parents and children, job hunt,sport and health.To solve this problem, traditional media should face up to new media’s value.They must find fresh product which in accordance with new media’s characteristics,rather than put the same contents to new media. Second, they must know thedifference between integration and separation. They can enhance cooperate in humanresources, technology resources and platform resources. Human resources reconcileask reporter not only have ability in writing news but also have ability to use digitalequipment. It also ask media organization integrate resources with a global view.Technology resources reconcile includes promote organization’s news writing andediting ability under digital technology’s help. What’s more, it also asks media organization use digital technology to create new receiving terminal. Platformresources reconcile need promote cooperation across group, industry and region.Otherwise, both traditional media and new media need play their characteristicsin contents product. New media may play a role on democratic construction, such asconsulting service, tip-off service for citizen journalists, database service, mobilephone newspaper service and so on. What’s more, supervision by public opinionsform micro-blog also be needed.