| New media continues to push forward, seeking to enter the web 3.o, triple play, 4G era. Under the pressure of new media, traditional media will show the instinct to survive, and this survival mechanism is the integration with the new media. As a highlight of Shanghai Newspaper Company’s new media project, the Paper news formally launched on July 22,2014. It is an open platform which focus on politics and ideology, it wants to "to become China’s first brand of politics."On July 22, the paper news became the most popular topic in Sina Weibo, the amount of the download in Apple store ranked second less than 24 hours, second only to Tencent news app. At present, The paper news has several versions:the page version (http://www.thepaper.cn), app version (Apple App Store, Android Market), wap web version (m.thepaper.cn) and IP AD version.In this study, I will use the theory and applied research combined with empirical research and qualitative analysis methods. Using domestic traditional media and new media production experience as the background, I will use the first-hand information data that I get during my internship in the paper news to compare the similarities and differences between Oriental Morning Post and the paper news in the following aspects-news production processes, organizational structure, the interactive media platform, etc. Besides, with the help of in-depth interview methods, I will analyze the business mode of the paper news and the spirit of its organization culture. |
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