The Strategy Research Of Development Metropolis Daily With The Theory Of Media Ecology

Since the birth of the west China metropolis daily, in 1995,the ecological environment of the urban newspapers have been in constant change.Especially since the 21st century, with the rapid development of the network technology and the innovation of digital technology,all kinds of new media emerge in endlessly,profoundly affected and changed the media ecological environment of the traditional print,changed the process of information transmission and the behavior of information consumption.In the face of the impact of the Internet wave,as the highest degree of marketization of urban papers,suffered a severe crisis of survival,from the"golden decade"gradually into the"winter period","a recession".By the mainstream and digital transformation, metropolis daily restored the ecological environment to same extent,but still exist the following problems,for example,blindly following,insufficiency of traditional thinking.etc."This is the best of times,it was the worst of times", this famous words from Dickens can say describe the current situation of the metropolis daily:on the one hand, the wave of technology divide the number of readers and reduce the advertising profits space ruthlessly,the compete relationship change from intraspecific competition to interspecific competition, etc.; on the other hand, technology also provides a good opportunity of development for the metropolis daily to reshape the social role, innovative content production and increase profit.Based on the above analysis,this article use the theoretical framework of media ecology and many research means,such as case analysis, comparative research, content analysis to analyze the internal and external environment of urban newspapers and examine,and discuss the specific strategies about ecological reconstruction of urban newspapers:First, face up to the changes and confusion and reconstructs the role under the "government-market and society" three-dimensional traction; Second,constantly attach importance to rational and depth,and at the same time, use the"dynamic news" to enhance attraction; Third, provide harmonious and high quality service,and innovate the profit model by integrating resource; Four, construct talent teams, and pay attention to balance coordination and leave combination.