Research On The Citizen Newspaper Development In The Time Of Media Convergence

With the rapid rise of new media, the sorrowful argument such as the newspaper is going to disappear year after year just like the dark clouds wrapping the growth of newspaper. As a matter of fact, the newspaper is not replaced by the powerful new media in the new period of media integration; however, it seeks the transformation of all-media in the interaction with the information technology, internet technology and digital technology. It is noted that in spite of the great change of newspaper, the entire newspaper industry development is still hard to avoid falling down.Meanwhile, most of the new media that largely depend on the newspaper confront with difficulty because the profit model is unclear.According to the analysis of the media convergence, media management and related theories, this thesis combines Ecology studies and Management studies for reference with author’s working experience in Changsha Evening Newspaper Group, Hunan Daily Group and China South Publishing&Media Group. By means of field survey and summary information and based on the reality, difficulties, advantages and research of Hunan mainstream citizen newspaper such as "Xiaoxiang Morning Paper","Sanxiang City News" and "Changsha Evening Newspaper" which is the party newspaper operated by the way of citizen newspaper, the thesis will integrate specific cases of newspaper transformation in China and abroad and take deep research on the citizen newspaper development in the time of media convergence. Section1is found of the perspective of "ecological environment" theory and using Hunan mainstream citizen newspaper as the pointcut to analyze the policy environment, technological environment, marketing environment, cultural environment and their impacts on the citizen newspaper existence. The second section is on the basis of the realistic development of mainstream citizen newspaper of Hunan Province to research the development situation of citizen newspaper in the time of media convergence, describe the development status of Hunan mainstream citizen newspaper and dissect its current difficulties and the inherent advantages. This part considers that there are several difficulties in the development of citizen newspaper such as low influence, single profit model, unclear and confused transformation ideas and regional block while there are also some inherent advantages such as content, brand and recourses. Section3will put forward the successful case of newspaper transformation of China and abroad, and introduce the transformation experience of "Wall Street Journal","The Daily Telegraph" and "Nikon Keizai Shimbun" separately. At the same time, this section will analyze all-media transformation path and operation strategies of "Southern Metropolis Daily" and "Yantai Daily" to provide ideas and references for the development of citizen newspaper In section4, based on the present developing situation, current difficulties and the inherent advantages of Hunan mainstream citizen newspaper, the thesis will try to put forward the possible all-media mode which is also called the content productive model of "information butler" and the production model and the profit pattern of diversified management of "three accrues all things of the world" in the time of media convergence. In the meantime, according to the current situation of China newspaper, citizen newspaper should establish trans-regional and cross-industry media groups. Only by deepening reformation of citizen newspaper and training the personnel of integrated multi-newspaper, could the citizen newspaper accomplish the transformation in the time of media convergence.