Research On The Media Convergence Development Of Chinese Campus Media Under New Media Environment

With the development of digital technology, the history of media development has evolved from mass communication era to new media era with media convergence being the theme of this revolution. Campus media shoulders the responsibilities of leading opinion, educating, and campus culture inheritance and so on. Hence, in face of the challenges brought up by new media development, it is essential to enhance its core competitiveness.This thesis combines the methods of stratified sampling and online questionnaire, and conducted investigation to the colleges and junior colleges located in the five areas of east, west, south, north and central. It is found that campus media involves a great variety of media type, but its system is independent, and its operating team is students plus tutoring teachers and its development of new media lagging largely behind social media. Facing the external pressure of social media and internal push of audience's needs for convergent news, campus media must try to obtain new opportunities through media convergence. Meanwhile, the unified managing mode of campus media, its huge potential attention economy and its preparation of talents and experience laid a solid foundation for its media convergence path.Intrinsic media convergence means the convergence of all the elements of news production, To campus media, it is firstly mindset convergence, which means that campus media need to know how to apply internet-oriented mindset and get the sense of branding and marketing. As for system, it is essential that campus media separate supervising from operating, integrating its resources and set up a convergence organization; As for its content, different platform should differentiate in content; And new media needs to better interact with traditional media. Based on the above-mentioned aspects, this thesis worked out an ideal model for campus media based on the two types of convergence mode in China-Lanzhou University which grouped all the editing team of different platform and Wuhan university who first combined all the elements then the platform. It is pointed out here that in the ideal convergence mode, the step of re-directing contents is very important.At present, campus media still faces quite a lot of problems, such as wrong convergence understanding, not unified managing system, and uneven capability of members, lack of fund, not satisfactory communication effects and so on.To solve these problems, this thesis put forward corresponding measures. First, to cultivate all-round developed talents and set up training platform for students to reserve talents; Second, to try commercial operation and realize financial independence; Third, try walking out and convergence with other campus media and social media.