A Research On The Convergent Media Transition Of Party Newspaper In Minority Area

Depends on digital technology, the new media has achieved mushroom development, which has bring about the transformation in audiences'reading habits as well as the storm in medium ecology. In this storm, traditional newspaper industry is the most serious sufferer with its audiences declining, income decreasing, dominant status of press release and market operation disappearing. Consequently, it has fall on bottleneck times beyond all doubt. However, when facing difficulties, more and more newspaper groups set to transformation and development in an spirit of innovation. The convergent media transition supplier advocate the idea of "all media" and "one-time creating, multi-channel publishing" is exactly conform to the eagerly expect to change of newspaper industry. For this reason, it gradually start exploration and practice with help of national preferential policy.As the most influential newspaper in Inner Mongolia, Inner Mongolia Daily's initiate of convergent media transition has great significance, but not restricted to such function as turn around it's dilemma. As far as it goes, the development degree of media in minority areas fall behind in that throughout the country, and it is the part of the third matrix in national media development. So the practice of transition of Inner Mongolia daily should be the way out and reference for itself and other minority media's development.The dissertation focuses on Inner Mongolia Daily and deeply analyses the convergent media transition, then point out the problems and countermeasures in the transformation process. Concretely, this dissertation is divided into six parts.The first chapter starts with opening words, which introduce the proposition of Inner Mongolia Daily's convergent media transition, conclude theoretic and practical significance of the research, summarize the research status of the transition of newspaper industry, state the research method and innovation of the dissertation.The second chapter is mainly about the convergent media transition of newspaper industry. To begin with, some concepts related to convergent media transition are defined, then the relation between media convergence and convergent media transition and respective characteristic is elucidated. Next, the analysis of motivating factors in transition evolves from four aspects: technology, audiences, economy and policy. Finally, by listing the transition practice situations of many newspaper to illustrate convergent media era is coming.The third chapter focuses on the transition strategy and path selection of Inner Mongolia Daily in the convergent media background, summarizes the interviews with the senior leaders in Inner Mongolia Daily. First the necessary and importance of convergent media transition of Inner Mongolia Daily is stated, then the macro policies and specific ways of transition are listed.News production system of Inner Mongolia Daily is talked about in the fourth chapter. This part takes two sessions in Inner Mongolia and National Minority Games as examples to achieve objective measurements in the two time points of Inner Mongolia Daily's news production situation. Also, innovations and deficiencies in the process are revealed by news presents through web portals, microblog, wechat, client, mobile phone newspaper and paper media.Then a survey about convergent media transition literacy among practitioners of Inner Mongolia Daily is conducted in the fifth chapter. The survey aims to investigate the impacts of those transition on editors and reporters ideally, and shows results positively and negatively.The last chapter is primarily concerning the problems and countermeasures in convergent media transition of Inner Mongolia Daily. Depending on what had been touched upon, this part lists specific problems during the transition, such as problems in news concepts, audiences, operation and human resource. According, five solutions conforms to the own situation are put forward:establish concept of convergence news, lay emphasis on the significance of the communicating effects and audiences demands, attach importance to talent introduction and nurture, strengthen the organizational communication, diversify revenue streams.