The Research Of Omnimedia Process Of Southern Weekly

Content. Currently, as the development of Internet technology, as the new media becomes to mature, “to be or not to be” for newspaper turns a big question of media field in E-age. Haimin Wu, the president of Jinghua Times, put forwards “Inflection Point Theory” and “Severe Winter Theory” of newspaper in 2005. However, Guoming Yu, a professor of Renmin University of China, proposes the “Node Theory” to support the statement that the alternation is the crisis also the chance of newspaper.Facing the challenge, Southern Weekly starts the omnimedia transformation based on its solid strength and good reputation. From its practice, Southern Weekly not only requires the combination on format, but also applies mix mode on both internal and external media. Summarizing experiences, analyzing issues and putting forward thoughts by exploring the practice of omnimedia process of Sourthern Weekly, this essay is aimed at refining helpful method for development of newspaper.The research divides into six sections:Section one, introduce. The author clears both domestic and international research, presents individual research direction, determines research method, and states the background and meaning of the research.Section two, introduction of omnimedia. The author analyzes the concept of omnimedia from three different aspects, as well as explains internal and external factors of the motivation of omnimedia.Section three, exploring the practice of omnimedia process of Southern Weekly. The author clears four transformations of Southern Weekly, then analyzes the transformation of omnimedia in detail, and depicts the all phases as well as analyzes their characteristics.Section four, the issues and strategies of omnimedia process of Southern Weekly. The author explains the related strategies by analyzing the issues about content, feature, and practitioner.Section five, the future of media convergence under the omnimedia process of Southern Weekly. The author integrates the former analysis of this essay, states the importance of the content and brand for future development of Southern Weekly and put forwards suggestions about producing content and shaping brand.Section six, conclusion. The author summarizes the whole essay, and insists that it is the omnimedia transformation the best way for newspaper to strike back under current condition.