Path Dependence And Breakthrough: The Path For The Convergence Of Communist Media Research

Fission of the Internet and digital technology development brought media forms and media pattern of dramatic change, but also for the communist party newspaper integration provides a new development space and direction. New media has changed the party newspaper as the core of the mainstream discourse system, subtly guide the process of public opinion and social behavior, social judgment, the public cognition, the inherent way of control of public opinion is unsustainable and urgently need to its modern transformation.China’s communist party newspaper, on the other hand, in a long time, along with the development of the Internet and closely internal adjustment and reform, but these efforts have not been really make newspaper out of trouble. From "the newspaper net integration", "cross regional newspaper" to "entire media transformation" party newspaper has been sloganeering thering is no lack of goals, but do not take the fusion process, the lack of consciousness of path, which leads to many media spread the "whole" business, ignored the "media", the transformation of the target is not clear, localization is unclear, there is no long-term planning.Integration and development of fusion party newspaper more difficult than the traditional media, path dependence problem is serious. Technically, the integration of development objectives unclear, long-term planning is unknown. Our party newspaper for a long time, followed the development of Internet technology and the implementation of slavishly internal restructuring and reform, from the "newspaper network integration", "inter-regional newspaper" to "all media transformation" party newspaper has been no lack of slogans goal, but not the process of consciousness, leading to shop "all" of the business, the lack of ignoring the "media." Institutional, deep double barrier industry with rules. "Institution enterprise management" system has become increasingly prominent malpractice, market fragmentation, resource dispersion and rules conservatism still serious, high cost of change, resistance, integration depth to be difficult to implement, the traditional format to new industry in transition slowly. Economically, the benefits cured unclear property rights, capital operation and other issues increasingly exposed narrow channels, inhibiting the development of the vitality of the party newspaper.In view of this, paper party newspaper convergence "path" as the object of study, the introduction of economic, institutional and technical collusion tight path dependency theory as an analytical framework, first of all, in-depth explanation of the integration process of technological dependence, institutional dependency and economic dependency issues. Second, learn from foreign experience major newspaper groups, study technology, capital and institutional integration of the development of relations with the party newspaper as well as checks and balances in the evolution of the role played by the fusion, fusion goal is to clarify the party newspaper media convergence as an opportunity to meet the party and government system and the exchange of information between individuals in society, to enhance the party newspaper opinion led force, to form diverse, advanced means, with strong communication ability and competitiveness of the new mainstream media forward. Finally, around the path of the target proposed product-focused technology integration, market-oriented to optimize the allocation of resources to build capital market players as a link, to serve the mainstream media as the target of the policy and personnel training to achieve integration of the development path to break the party newspaper.