| The rapid development of network technology has precipitated the media industry to extend towards both ends of information transmission. On the one side, it approaches the audience at the receiving end of information, absorbing and converging the scattered crowds of netizens in the network field; On the other side, it supplies energy to the media at the publishing end of information to promote the power and efficiency at which the media transmits information in the network field. Such development tendency makes it possible for mainstream media to get through "two public opinion fields". Therewith, a hot wave that the mainstream media pay attention to the network, employ the network and report the network has been triggered nationwide.As a national and cosmopolitan news agency, the Xinhua News Agency raised the conception of transformation, upgrading, and marching into network in2008. And always around the two ends-the audience and the media-it has strengthened its influence in the cyber world by means of adding services, extending businesses, expanding channels, and more. In August2010, oriented at netizens nationwide, the Xinhua News Agency launched China’s first omni-media comprehensive news broadcasting platform-"Network in". It has insisted "focusing on cyber stories, approaching netizens" since the platform was on line. Relying on the resource superiority of the news agency, it has made multiple attempts and innovations in the field of omni-media integration, and has gradually received acknowledgment and approbation from netizens. Starting with the overall background of Xinhua News Agency’s transition towards an omni-media agency, and taking the column of "Network in" as a research object, this paper first induces the content orientation and report features of all subordinate sub-columns using document analysis method and case analysis method. And then it analyzes the innovative moves during the development of "Network in" in four regards as media technology, channels of communication, content to report, and object of report. On this basis, it dissects some exposed issues during the operation, such as a lack of profundity in news investigation, inflexible interactive mechanism, gaffe in reporting hot events, and poor omni-media integration between columns. By combing and analyzing relevant contents, reference and ideas are offered for column construction of "Network in", Xinhua News Agency’s transition and upgrading, and other mainstream media’s trial on network. |
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