The Construction And Innovation Of “new Mainstream Media” From The Perspective Of Media Convergence

The rapid development of Internet technology profoundly changed the public opinion pattern, objectively formed the “official opinion field” and “public opinion field”, the traditional mainstream media’s discourse power has gradually loss, the communication ability, influence and public opinion guiding ability also gradually decline. The party newspaper and website which shoulder the responsibility of guiding the mainstream public opinion, urgently need to transform. In this context, our country proposed to accelerate the media convergence of traditional media and new media, to create a competitive and powerful “new mainstream media”.This paper regards “media convergence” of Nanfang Daily and “southcn.com” as the research object, researching the construction and innovation of “New Mainstream Media” from the perspective of media convergence. Address the challenge of new media, Nanfang Daily established the news website to interact with the Internet firstly. Secondly, it implemented the strategy of “all media transformation”, created six product line of all media, rebuilt the organization and the content production process. Lastly, it return to the idea of “newspaper and website convergence” and construction of “New Mainstream Media”, created a media convergence model of “newspaper net dual-core”. In order to achieve this goal, Nanfang Daily and “southcn.com” strengthen top-level design and mechanism construction, they set up a joint editorial department as the docking channel between newspaper and website, then formulated interaction mechanism of them and established the operations center, to promote the platform convergence, content convergence, process convergence and business convergence. And implemented the innovation strategy of “1+N”, extend “N” kinds of information service from the “news”, which showing the “news+ service” diversified business model, and supported the economic basis of newspaper and website convergence.In July 2014, the official website of Nanfang Daily had incorporated into the “Southcn.com”, become a “Three-in-one” official website of Nanfang Daily, Southern Newspaper Media Group and the Guangdong provincial government, which highlighted three innovative significance. First, Nanfang Daily implemented the strategy of digital transformation and explored the construction of “New Mainstream Media”, had created a media convergence model of “newspaper net dual-core”; Second, as the official website of the Guangdong provincial government, the network politics of “Southcn.com” is beneficial to the modernization of national governance; Third, as the official authority information publishing platform, “Southcn.com” is the core power of the “Modern Communication System”, which is beneficial to enhance the government’s discourse power in Internet.