Research On Transformation Development Of Print Media In The Era Of Mobile Media

In the face of the impact of the new media,the broad masses hold the view that the print media will be gradually replaced by new media.But throughout media development history,each generation of new media did not break the development of print media but both development can be achieved among competitive relationship between them,which like the forests with low shrubs and high arbor that will promote the ecological balance as well as the � media ecological balance�.Under the pressure of the division of resources and wealth,print media will take the chances to accomplish external ecological environment adaptation and the internal construction of media ecology,which can keep a balance between new media and printed media.Since 2005,mobile media,such as cellphones and pads,is the highest popularity media because of the rapid development of intelligence.The main battleground of media has been switched from newspapers to radio and television to the PC and then to the mobile media that is the most promising media for a long time as well as the development platform,which is the keed of transform of printed media.While the urgent problems that need to be considered and solved are what kind of buleprint should be created and how to creat mobile media ecological system and how to capture the media market and adapte the external media ecology and boost the solid development of internal media ecology.Therefore,the development of mobile media is not only the challenging and compact but also the opportunity to printed media.Up to now,in order to adapt to chance of media ecology by mobile media,there is an increasing number of print media start to run client terminal as well as portal client terminal.Starting from the �mobile media� and �Weibo and Weixin and Today �(media phenomenon),this paper try to analyzes the main methods of existence and development of traditional newspaper media in the age of Mobile media,espcially the running features on the paltform of �Weibo and Weixin and Today �,and obtains the feasible experiences of print media transform.C hoosing the Nanfang Metropolis Daily,a newpaper in China,that ranks the third in three consecutive years for its mobile media influence,and taking �Weibo and Weixin and Today � as samples of mobile transformation research,this paper analyzes the mobile media running situations,the ecological structures of different media and their relationship from the angles of the creatment of high-quality contents,the establishment of mobile media ecological systm,the form of expression and the application of communication techniques and so on.According to the mobile transformation path of Nanfang Metropolis Daily under the complicated environment,the paper hopes to obtains its transformation features and ralated suggestions.The first chapter elaborates the paper selected topic basis,subject value,research significance,research review,research methods and ideas,as well as difficulties and innovationsThe second chapter mainly introduces the research subject of this paper.Media ecology theory and symbiosis theory are the main guiding theory of this paper.Up to today,media ecology theory has been spreading to each fields of communication studies that provides new research methos and horizens,and symbiosis theory can provides us new method to review the current media ecology.Then,this paper gives the overviews of mobile media and mobile communication as well as the generation information of �Weibo and Weixin and Today �.This paper also analyzes the development trendency and the influence of mobile transform,and the media ecological changes of mobile communication.At last,this paper reconsiders the establishment of mobile media group in the process of transformation by the case of Nanfang Metropolis Daily.Chapter three mainly analyzes the external environment of print media by considering the internal and external environment,which promote the transformation of printed media.The traditional print media are taking the pressure of decreasing of size of issue and advertisement,and suspension of publication as well as the marketization.And the development of external issues such as the policy,economy,culture,science and technology promote the transformation of print media to face the challengings.Combining with its internal advantages,print media should actively promote the transformation and advance its development.Besides of the backgrounds and its challengings,chapter four analyzes the transformation of print media by taking the case of Nanfang Metropolis Daily.Throughout the history of internal ecology environment establishment,taking 5w communication model as guidence,this chapter analyzes the mobile transformation of Nanfang Metropolis Daily under the pressure of the development of new media from the angles of the structure of mobile transformation matrix by application of N iche separation and niche creation,high quality contens creation in the situation of information deficiency of information explosion,enhancing user experience by the subdividing of ecological niche,searching the three-dimensional interactive communication of information by the overall interaction of diffirent medias.Meanwhile,this chapter also analyzes the solutions to new media's weakness and mobile transformation of Nanfang Metropolis Daily that is the representative of the traditional printed media.There are also a lots of problems that may have during the process of transformation of printed media.Thus,the fifth chapter analyzes the main problems such as the content homogeneity,low viscosity of the users and so on,as well as the solutions to this problems,for example,the enhancing the value of information and interactive experience and the brand awareness of newspaper during the process of transformation.Media economy as well as all kinds of economy,green and sustainable development are necessary.Only by mutual cooperation and promotion can media achieve solid media ecology and profound development.Although the transformation of Nanfang Metropolis Daily may not the most representative,which also has a number of problems,its can also be a reference for other traditional print media to realize transformation development to the challengings of new meida because of its active adjustment of internal ecological meida to adapt to external ecological environment to obtain its mobile transformation.