Research On The Content Characteristics Of “The Paper”

Under the condition that the trend of media convergence is becoming more and more obvious, with the whole situation of medium is under the background of reform, the replacement of traditional and new media have emerged. How traditional media and new media to achieve their own gorgeous transformation in integration and transformation, has become the focus of attention of every journalists.From the perspective of Journalism and Communication, this research tries to spread further in the field of new media and explore its adaptation to go with the trend of Internet development model. Select The Paper as the research object, on the one hand, it lies in the different media properties : pure Internet products which born out of print are continuing to innovate in terms of content and technology, although the running time is not long, the products has received great attention from the media colleagues, and has great representativeness. O n the other hand, The Paper focuses on the unique characteristics of the field of political positioning, it is backed by the Shanghai Press Group, to a certain extent, it makes up for the blank of the network media in this field. Study its content characteristics can reflect its reporting style in this area, and to grasp the scale and level of future media coverage, it has important significance. In addition, analyze strong advantages of Newspaper Group of The Paper, and help their own development and growth of the real conditions, both has entegration of the old and new media.In particular, this essay focused on the content feature of “The Paper”, but not limited to the micro level of Discourse- News reports. But in a broader perspective, running the whole process of “The Paper”. In the course of its operation, it runs through the content. Therefore, the author in the various chapters of the discussion each has a focus, and they are in contact with each other. Unitied on the premise the content feature of “The Paper”.Taking The Paper which is a new media product which is on line running more than a year of Shanghai Press Group as an example, the research tries to discuss the characteristics of its content from the macro and micro level. Under the guidance of the concept of "user first" and "content first", showing the epitome of media change. This essay is divided into five chapters: the first chapter is the introduction part, summarized the general contents and basic problems of this essay. At the end of this chapter from the content construction, technical support, team composition, profit pattern four aspects summarized the basic situation of “The Paper”.The second chapter mainly analysis of “The Paper” from the macro level, including through social media channels before the line, the weight of the article quickly started popularity; At the beginning of the line through the controversial and personal foreword quickly won a number of readers with emotional resonance; Set the content column system to accurately segment the reader, be able to carry out personalized push and reading interest.The third chapter focused on the microcosmic discussion, deeped into the surge of specific news reports and user experience aspects, paid attention to its content dissemination effect. By selecting a certain stage of the We C hat public accounts of a certain stage of the news sample, glimpse the C haracteristics of news report of “The Paper”. In terms of the content dissemination effect chose the content layout and design of PC and the news client as an example to illustrate, in order to achieve good results in the construction of its content.The fourth chapter focuses on the Characteristic function of “The Paper”, the innovation practice of the content interaction adapted to the development of the Internet. In this chapter, the author selected the characteristic function and the column to carry on the elaboration. There is no lack of “The Paper” in the development of new media in the new minimally invasive.The fifth chapter deepen the promotion, running by the actual situation of “The Paper”, summarized the achievements in the process of operation, affirmed its progressive nature. And pointed out the problems existing in the development of the present stage, tried to avoid and looked for the direction of its future development.