Research On Current Situation And Development Of Xiaoxiang Morning News From The Perspective Of Media Convergece

New media had emerged around the world in the new century, based on the rapiddevelopment of communication and digital technology. Traditional media area hadbeen divided and deconstructed into pieces, new media and traditional media aremingling together to control the media market. When it comes to the digital platform,we can see that mobile phone newspapers are developing rapidly, in circumstancesthat different media forms are mingling together. However, some research suggestedthat although mobile phone newspapers were developing fast, it was still the init ialstage of media mix, the content selecting, agenda setting and interacting are of greatconcern to the develop of mobile phone newspapers.This study consists of five parts. The first is introduction which describes thebackground and indicates purposes and significance of the study. The introductionpart introduces the research status on the theme of mobile phone newspapers, suggeststhat researches on mobile phone newspapers generally took quantitative andqualitative research methods, especially text analysis, they focuses on speciality,innovation of core content and development prospect of mobile phone newspapers.Most of the research took macro-perspective whose analyze lack micro-analysis. Thisstudy tries to analyze on a more microscopic level, taking Xiaoxiang Morning MobileNewspaper as the object of the study.The second part, which introduces the definition of media mingling, suggests eracondition of mobile phone newspapers from perspective of new technology, audiencepsychology and change of source, informing that it was the cooperate of thetraditional newspapers and mobile phone that brought about the mobile phonenewspapers.The third part of the study analyzes the content, audience psychology andpropagation effect of mobile phone newspapers, based on questionnaire research. Inthis part I suggest how mobile phone newspapers consists of mobile media andtraditional newspapers, how mobile phone newspapers affect the audiences and howthe audience feed back and affect the content of the mobile phone newspapers fromthe perspective of media mingling. This is the core part and the innovation of thisstudy. The forth part talked about the influence factor of the quality of XiaoxiangMorning Mobile Newspaper which includes content homogenization, the profit model,technology hinders and personnel quality. In this part I suggest that these four partsmingling together and forming the development difficulties of the mobile phonenewspapers.The last part of this study talks about how to face and solve the difficulties whichI discussed in the forth part. In this part I suggest that in order to solve this problem,the mobile phone newspapers should innovate their contents and profit models, takeadvantage of new technologies, try to take institutional innovations and so on. Inparticular, I suggest13measures to solve this problem and provide advice to MoblieNewspaper.