The Crisis Of Communication And The System Construction Of Mainstream Discourse In Media Convergence

With the dissemination of the center,the free flow of information to the traditional media as the center of the mass communication model,into an interpersonal communication as the core,mixed organization and the spread of the spread of new groups of communications.As a result,the authority of the traditional media increasingly digests,the new public opinion is taking shape,the mainstream discourse crisis looming.The change of the ecology caused the traditional media to face the huge crisis of survival and dissemination,the second sale of business model disintegrated,the media attributes by the new media overhead;the loss of the audience led to the establishment of the agenda and the weakening of public opinion,new media events frequently changed the public opinion Mechanism,the spread of anti-intellectualism is even worse;the spread of the concept of backwardness,the rigid mechanism of organizational mechanisms still exist,the lack of communication and the lack of coping with the crisis of public opinion,especially the lack of active agenda set,making the national discourse crisis Keep on.The traditional media,the right to speak,has been side by side,the official discourse and the spread of the country and therefore into a predicament.However,despite the unprecedented crisis of traditional media discourse,but the crisis contains a lot of opportunities: the second sales model in the new communication ecology is not completely invalid;in the current cohabitation propagation ecology than ever before,are urgently needed A voice that represents the public interest exists.The mainstream of the mainstream media is to provide a reconstruction of the mainstream discourse system,regain the absolute right to speak the ball an excellent opportunity.Overall,the new discourse system must have public nature,independence,credibility and integration of media attributes.The construction of the new mainstream discourse system must first optimize the top design,provide support for the innovation and reconstruction of the discourse,including the innovation of the system level,the guarantee of capital and the diversified mode of operation.Secondly,call the return of journalism,to reshape the mainstream discourse;again,to upgrade the integration of ideas,re-create "logic",layout "connection" to rebuild the "ecological" system.