| With the rapid development of digital technology and network technology, the development of Chinese and foreign traditional newspaper media are subject to unprecedented impact. How to deal with change of media development under the new media environment is a common centurial issue which Chinese and western are facing. In 1983, Soler put forward the concept of "communication pattern fusion" and considered that the media fusion is an inevitable trend in the polymerization of different media function. Nash Andrew defined media fusion as "printed, audio, video, and strategic between the interactive digital media organizations, operational, cultural alliance". Media fusion is not only the fusion of different media forms, but also the convergence and fusion of all media and related factors. In the field of traditional newspaper media, the fusion of new and old media is through breaking the traditional outdated editorial and business philosophy, re integrating the original system, achieve the overall promotion from the content to the benefits. In recent years, European and American mainstream media organizations firstly entered into the melting media field, in the past year, traditional newspaper media applied a more positive attitude to deal with the digital and network changes, more clearly to the transformation mode of "take the audience as the the oriented" of the newspaper.Britain as a great power of newspaper, at the beginning of the traditional print media decline began to take active measures to revolutionize the development of the print media, the convergence development and exploration of traditional print media and made progress, the traditional newspapers revived by reasonable use of new media platform, and gave play to its influence on the news transmission. As the UK's largest sales daily newspaper belonging to the serious class, the daily telegraph got outstanding achievements in the transformation of the practice of the British traditional newspaper media: Back in 1994, it launched the electronic newspaper, achieved the first attempt to cross the old and new media platform; in 2006, the update and release of the network platform not only covered the newspaper print media contents of the daily telegraph and Sunday Telegraph, but also added the breaking news stories according to the characteristics of network information, and became Britain's first batch of blog service site. In addition to practice effectively in the information fusion, the daily telegraph also attaches great importance to construction and fusion of different new media platforms, through cultivating journalists' digital editing broadcast skills and forming "the central radiation type" office, the update efficiency of the news and information is greatly improved, and more consistent with the reading habits and information demand of the news audiences in the new media environment. In addition, the Daily Telegraph is also one of the leading media which introduce the large data technology to monitor public opinion, through the click rate monitoring and professional data monitoring system parse.ly public opinion report of the social networking platform like Facebook, twitter, the Daily Telegraph can accurately grasp the audience's public opinion orientation and reading interest, then push personalized and reports, to the greatest extent meet the personalized needs of the audience. It can be said that, as a pioneer in the transformation, the Daily Telegraph has a landmark significance on the success in the field of media fusion, which is worth learning from the traditional newspaper industry during the early transformation period.Compared with China, because of the lack of practical experience and system defects, the early stages of the traditional newspaper media transformation results was not optimistic, the understanding of many newspaper on media convergence was simply platform transformation rather than the depth of the fusion between old and new media, and led to the traditional newspaper “only changed in form, not in content”, did not make full use of the characteristics of new media platform to change the audience's reading experience, and the value of the professional news dissemination fell, and got less attention. On August 18, 2014, the fourth time meeting of the Central Comprehensively Deepen Reform Leading Group examined and approved the “The Introduction about Promoting the Integrative Development of Traditional Media and New Media”. The introduction pointed out that the integration of media resources, and the promotion of the integrative development of traditional media and new media, is an important action to adapt to the profound changes of the media landscape, to improve the credibility and influence of public opinion guiding ability of mainstream media. At this point, the promotion of the integrative development of media became a national strategy. The China Daily is the first batch newspaper groups responded to the national media fusion call and established in the practice, as one of newspapers with the highest reprint information amount entering into the mainstream of the international community and foreign media with "China view", the China Daily has the authoritative publishing platform and unique international perspective. In 1995, the country's first comprehensive English website, the China Daily network, established, aiming at spreading international information on multi channels and multi platforms; In 2009, iPhone news client of China Daily was generated; In 2010, the research and development of its iPad electronic magazine platform was completed, and then published two cultural electronic magazines; In 2012, relying on big data and cloud computing technology, China Daily created a new media lab, carried tracking research on the new technology, communication channels and the effect, and created a space for innovation news production. At the end of the same year, after two years of technical research and preparatory, China Daily firstly enabled the "Eidos methode" editing system, which has been widely used internationally, took a solid step on becoming the media with the international credibility. However, the success on the transformation of China Daily cannot be deemed together with the other Chinese newspaper transformation, in China, the fusion media transformation of the traditional newspaper industry is still in primary stage, The rise of the transformation of consciousness and the lack of practical experience caused the slow transformation, the single form and the other problems, under the impact of the new media environment, how the domestic traditional media can successfully transform and improve the international discourse power and public trust is an urgent problem to be solved in the process of fusion media development between the old and new media in China. At present, as an international contact with China's important window, China Daily is gradually mature and perfect, but its international communication capacity still has a lot of space for improvement. In general, Chinese media reported requires not only to build a fast and effective communication channels between "the country and province ", " the province and city " and "the city and county ", but also should improve the sound propagation, which can effectively improve the influence and the international status of Chinese thought, make the Chinese thought and international connects together.This paper roughly divided into three parts, firstly is to analyze Sino-Britain characteristics of the new media environment and media convergence model; secondly take The Daily Telegraph and the China Daily as examples to compare the media convergence strategy of Chinese and British newspaper media, including the comparative analysis of online and offline convergence; finally combine living example to discuss and analyze the route choice of Chinese newspaper media in media convergence environment. This paper aims to take The Daily Telegraph and the China Daily as examples, through the comparative discuss and analyze Sino-British newspaper media convergence strategy under the new media environment, learn from each other, and complement each other. On the one hand, makes the reform strategy of western communication more localized and inhibited recession of Chinese print media from the source. On the other hand, through research to discuss and analyze advanced and detailed practical cases of western newspaper media, to improve the international influence and prestige after transformation of Chinese newspapers, makes Chinese newspaper intermediary effectively use new media to “go global” in the media convergence environment, and enhance the value of international communication. |
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