The Research On The Typical Character In The Context Of Media Convergence

The typical character reportis one of the traditional news reports in China,and it is also the concrete practice of �instrumental theory" and "mouthpiece theory "for chinese characteristic journalism.When the typical character report came into being,it possessed the feature of clear political indoctrination,carrying the task of the propaganda of the mainstream ideology and inspiring people.But with the changing of social environment,the social "soil" of the typical character report is also quietly changing,causing the audience even questioning and challenging the official voice.The typical character report is faced with the embarrassing situation of constant protests.In order to adapt to the arrival of a new era,the media has changed the reporting methods of the typical character.After reading the relevant literature on the typical characters,the author finds out that the typical characters are no longer the image of "high,big and full" as was described in the past,instead they tend to be more diversified and popular.Meanwhile the journalistic communication method also broke the monopoly of party media,achievingthe integration of various media with different channels and levels.In the aspect of interactive feedback,the media is also actively developing ways to interact with the audience,paying attention to the real feelings of audience after they read the report,which is put into the process of reporting.This study mainly includes four parts.First of all,based on the historical background,this paper explores the embarrassing situation of the old models for typical character report and discusses,from a macroscopic perspective,the new changes of the typical character report in the era of media fusion by collecting relative reports of the typical character report in the era of media fusion.Then from a micro perspective,the author chose the typical character report " Chongqing Flyers" as a specific case,which followed the principle of geographical proximity and was advacated by the Chongqing municipal government and carried out by the local mainstream media in Chongqing.Taking the method of content analysis and case study,the author comprehensively analyzes the opportunities and challenges of the typical character report in the new media environment,and tries to discuss the starting point and direction of the typical image set by the mass media.Finally,aiming at the problems of current report on typical character,the author describes the development ideas of the typical character report in future.Media fusion provides the typical character report with a three-dimensional report space,a multi-level innovation platformand a way to attracting potential audiences.From changing concept,the media shall also produce innovative content continually and make use ofvarious communication channels,achieving thereal integrated media reports.The typical character report should also pay attention to the readers,taking readers' perception,participation as the reporting direction,so as to provide new vigour to typical character reports and inspirereaders.All those mentioned above is not only the view and perspective of the paper but also a breakthrough direction of the typical character report in the future.As a characteristic product of China's journalism,the typical character report is bound to be accompanied by the process of social development in our country.In the new era,the typical character report not only needs to abandon the immature and unscientific reporting techniques but also needs to really integrate into the wave of media fusion and to expand the reporting platform with integrated ideas,and to guide trend of public opinion and improve the effect of news spreading,using the internal logic of news.