The Content Value System’s Reconstruction In The Process Of Media Convergence

The development of China’s media transformation has come to a new strategic pass— the traditional media transformation has not yet made breakthrough while the development of new media has also slid into the position that without highlights.Along with the deepened reform of media, the revolution of Internet information communication technology has formed a new communication pattern and trend. The industry is looking forward to the return of the value of content.This paper begins with the re-interpretation of the connotation of “content” and“the value of content”. Basing on the historical observations of the content production in the process of newspaper industry convergence and transformation in the past decade, the author summarizes the transition process of “the value of content”, which could be concluded as: golden age of “content is king”, dissociation period of “the value of content”, remodeling period of “the value of content” and returning period of“the value of content”.On the base of the summary of the development process of “the value of content”and the forecast of the returning trend of the value of content, this paper firstly proposes that “The content is the foundation”. The purpose is to eliminate the dispute of “content is king” statement and treat “content”— the core of media industry— as the basic proposition of media transformation. The author also reconstructs the “value of content system” from the dimensions of the content production system, the external network connection system, the information service innovation system, the content resources property rights protection system and the content talents protection and training system. The new “value of content system” includes content layer with rich database and value platform close to the demand orientation. It is open and is like an intellectual property “wall” that should be identified as conservation importance.In the end, basing on the diffusion environment of the Internet, this paper combines case studies on several typical domestic and foreign media convergence andtries to put forward the strategies of content in the new value system, which are to form an open content production mechanism, to establish property rights protection barriers, to reorganize the media editorial department and change the role of media workers, to expand external “connectivity” and to innovate content service model in order to provide reference for the transformation of China’s newspaper media transformation practice.