| In this paper, based on the quantitative research methods, selected the Shaanxi local several media outlets, Xi’an Shaanxi traffic radio, Xi’an TV station, Xi’an Evening news, Chinese Business gazette and Shaanxi radio and television networks website to carry out the research activity. In Shaanxi local media environment as the background, basis data for the study of the combined with the basic situation of Shaanxi province local media, using the method of questionnaire investigation, literature and other research methods, to explore the current situation of traditional media and new media convergence development in Shaanxi Province.The author in the first chapter is the introduction part combed the current traditional media and new media at home and abroad as well as the integration development of the Shaanxi province, to clarify the idea and method of research; The second chapter the author made a related overview about media convergence background, including the core concepts of media fusion with development process; The third chapter is about the investigation and design of the present study is to make an overview of the content of the specific investigation:The fourth chapter is the core content of this thesis, based on investigation and design, the previous literature review and the province’s specific media convergence development situation, the author found that new media and traditional media convergence trend is increasingly obvious, the subject of media convergence has quietly become a big topic of media industry in Shaanxi Province, the present situation of the educational world and the industry also shows that it has become a trend in future is unstoppable, so the author through to the questionnaire of sorting, data analysis, put forward in Shaanxi province in the process of media convergence in the content, channel, capital, technology, problems in the policy level, combined with the actual situation, summarize the experiences of other traditional media is worth reference and draw lessons from the successful experience of the emerging media, media convergence for Shaanxi province in the process of the problems put forward countermeasures.In order to solve the Shaanxi province in the process of traditional media and new media convergence problems, speed up the integration process, content, channel, capital, technology, policy that several big aspects common development, fused together. First, you need to the nation’s "New Deal" to support the media fusion and traditional media issued rules and supplement each other and the surrounding area. Second, internal endure pain, need to traditional media to the internal structure, organization and management system of the big adjustment, to adjust to improve the traditional media in the content, channels and technical aspects of the situation, even can exist in mature team to shift to new media platform fully; Finally, transformation of capital is the core of the transformation of the traditional media, traditional media are mostly unable to meet the capital requirements of media convergence, and if rely on its own accumulation is obviously unrealistic, therefore extend the financing channels, financing means such as through mergers and acquisitions integration of social capital is a necessary condition for the traditional media development. Together only a few big in this level, to accelerate the process of media convergence, in Shaanxi province to thoroughly solve the present problems and crisis in terms of media convergence. |
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