The Research On The Development Of New Media About Local Newspaper

Local newspaper plays an important role in the whole newspaper industry system, taking up the absolute part in the national newspaper, and gives public opinion guidance to the development of local areas. In the first decade of the 21st century, under the background of cultural system reform, many local newspapers becomes digital, running electronic newspaper and news portals, which forms the newspaper-net combination. In recent years,the upgrading of the technology such as internet and mobile internet,the development and change of the city have proposed a new test for the development of local media.The current situation of the development of the new media in local newspapers can not adapt to the new environment any more, it is urgent for adjusting and upgrading.Tongling, a small city in the south central of Anhui province, has been the pioneer of several trends of thoughts of the province and even the country’s reform and development with its unique urban development thinking. Tongling Daily is the main front of the spread of public opinions, and has played an important role in several local ideological debates. As the most authoritative mainstream media in Tongling, its new media department began with the traditional newspaper; therefore there appears a contradiction between news gathering and income creating. The author did several internships in the traditional newspaper department of Tongling Daily during college time, and then has done another internship and investigation in its new media department for a long time, during which I found that the influence of new media department in the whole newspaper office has been enhanced and has been better blended with paper media. On the basis of participant observation and in-depth interview, this paper combining with methods of literature research and case study, mainly discusses the practice and problems of the development of new media in Tongling Daily, finds out the reasons behind them and put forward some practical methods and countermeasures accordingly.This paper adopts the research method of "surface" to "point" and finally returns to the "surface". The first chapter mainly talks about the research background, starting with the summaries of the connotation and introduction as well as the development of the local newspaper and new media so as to have a better understanding of the macro developing environment of them, then the rest of the first chapter does an in-depth analysis of developing background, the inside and outside environment of the new media in Tongling Daily. In the second chapter, the author started to do some case studies on the practice of new media in Tongling Daily, including the discussions of the development situation of its new media products, and the analysis of the content of the new member --- "Two micros and one terminal". According to these case studies, the author summarizes the new media development path that taken by Tongling Daily which reflects the tracks and features of its new media development. The third chapter of the paper discusses the existing problems during the development of new media according to the current situations and case studies mentioned above, and analyze its deep-rooted reasons of the problems. In the last chapter, the author gives some specific suggestions on the certain problems appeared in the new media department of Tongling Daily, and further discusses the directions of its development.It has been found from the paper that the developing situation and problems Tongling Daily has been through reflects not only the common characters of the development of local newspapers all over the country, but also the individuality of the development of local newspapers in specific areas, and it is the epitome of the development of new media in the majority of small and medium-sized cities. The dilemmas the new media departments in local newspapers facing are still financial and institutional issues. This is the major hindrance to the development of local newspapers and new media. Only by breaking through all barriers from within through conducting in-depth reforms, improving the output content quality of new media, looking for new media development opportunities, further promoting the interaction between new media and traditional media, the new media could develop in a positive direction.