Study On Communication Effects And Strategy Of Convergent News With The Background Of Media Convergence

The rapid development of digital technology makes the material form of media in aconstant process of evolution. Text、images、sound、video and other information can betransformed into a unified numbers through coding technology, which causes theinterconnection of information terminal can spread information interaction and realize theinformation fusion of media. The development of media form also increased the requirementof information dissemination form to the audience. Multimedia information services arebecoming the key to attract the audience. Therefore, different media began to fade outboundaries and started mutual cooperation. Media integration trend is emerging day by day. Inthis background, based on the technical conditions、economic development、the audiencedemand、industrial policy news confluence of fusion, has realized the structure of differenttypes of media convergence, by building the integration of content integration platform, andprompted media sharing resources、 mutual cooperation, creating content acquisition,production and release of the new mode, implement “a production、multistage development、multifunctional service、multichannel transmission” goal. In addition, the news of the changein the content production process fusion and innovation of traditional news report way, derivea variety of communication effect, and improve the information transmission ability of themedia. Research is divided into five parts altogether, the first part first introduced the basicsituation of the media convergence, analyzing the three basic forms of media integration, andputting forward several basic patterns of the media convergence; The second part, startingwith the big background of media convergence, the media convergence concept internalizethe news dissemination practice basic situation of the new product news---convergent news,explains the driving factors and the main characteristics of convergent news; Third partcontacts related discipline concept, putting forward news four spread effect on the level ofintegration in the content and the way of reporting; The fourth part study ways ofcommunication strategy in the content and report method; The fifth part, on the basis of aboveanalysis, puts forward the future developing trend of convergent news.