Transformation Of Traditional Newspaper Media From The Perspective Of Media Convergence

Media convergence theory(media fusion) whether in the West or in the early Chinese have attracted the attention of the people. It was found that almost every science and technology a major breakthrough will be the birth of media forms occur relatively large change, the primitive society and primitive society from the primitive symbols media, printing machinery and printing media, electronic technology and broadcast media, photoelectric conversion technology and TV media. But in the past 150 years history of Journalism and communication, which is a kind of new media form completely replaced the old media forms. New technology does not produce new content, each form of media is just as information processors, and specific forms of media in the specific historical period plays a unique advantage. As the network society, media convergence has become an important proposition in this historical period. On February 19, 2016, general secretary Xi Jinping stressed that to promote the integration of the development of the news public opinion work on the party, active use of new media advantage". In recent years, the newspaper media both from the newspaper circulation, advertisement puts in a quantity, newspapers are have a significant decrease, the shrinking of the newspaper industry is an indisputable fact, promote the transformation of the newspaper media is imminent. Internet media, from the media, although the rapid development, but still free in the edge of the news production, deposit pure Internet media, since the media at present in and did not really play the role of news production, there is nothing more than a "romantic, chicken soup for the soul", true for some major events reported, or only by the press media and professional journalists to complete. So whether it is to press out of the "winter", or to promote better integration of the newspaper media and Internet media, we need to pay close attention to this topic.This article first introduced the development of network technology and media integration. Unlike previous studies, School of media environment representative of McLuhan opens the communication technology and media forms new perspective of research objects, people gradually began to pay attention to production technology, communication technology on the development of media influence. Especially in the 21 st century, the humanity entered the to network technology as the representative of the information society and media forms occurred earth shaking changes, integration of multimedia become the demand of the development of the times.The second is the main status of the newspaper media development and the analysis of the reasons for this phenomenon. Describe the traditional newspaper media in the media convergence trend picture of reality, also is the traditional newspaper media in striking a crisis of survival, in general can be summarized for the newspaper retail circulation significantly reduced, the newspaper advertising market shrinking, and newspaper media face stopped publication or collapse. Through the full range of newspaper media investigation, found the newspaper media is in a "winter period, in the reform does not perish the survival situation, the reason, the from the following three aspects discussed the advantages of traditional newspaper media loss, and the second is the audience thought and behavior of the profound changes. The third one is the science and technology Xingyue exclusive.Again, this paper introduces the transformation of a new media group cover media. In the Internet era, facing similar with other media, Sichuan daily newspaper group is also facing the issue to reduce the amount of advertising volume decreased. But we still found Sichuan daily newspaper group China first newspaper- "Huaxidoushibao" are constantly exploring the interaction of newspaper and Internet fusion, and achieved good results. Cover media is in the background of media convergence, in the "West China Metropolis Daily" dare for the world’s first spiritual heritage in the development of. The strategic orientation of the cover media mainly displays in six aspects. In the user location, with the network as the main body of indigenous people; in the aspect of data collection, establish a complete database of users; in the aspect of content customization; think tank on the cover, focusing on "The Belt and Road" and the Yangtze River economic belt; on the cover, hand, provide a platform for original content. On the cover platform, relying on the new media matrix.Finally, the traditional newspaper group transformation of the path of analysis, in general, can start from the following four aspects. The first is the content integration, adhere to the content is king, to play the role of news aggregation and machine recommendation. Second channels integration, play the news client, micro-blog and the public information, through personal devices to connect all. Third is the platform integration, the establishment of databases, insight into the user and market; the use of data analysis, to meet the diverse needs of the establishment of a new business model, the development of user value. Fourth is the integration of talent, improve the professional quality of newspapers and periodicals.