| With the rapid development of new media and digital technology,profound changes have taken place in the pattern of media.New media's ability to influence public opinion has gradually increased.Traditional media undertake more pressure to reform.To survive,they must find a path to media convergence.Through innovation,they can make progress in media convergence and promote the propagation force and influence.It is the only way for traditional media to adapt the changes of global media landscape and to enhance the overall strength and core competitiveness.Weibo,wechat and news app are three important platforms to integrate with new media.In 2014,Xi put forward a guidance on promoting the integration of traditional media and new media,bringing media convergence to the national strategic level.According to it,Party newspapers across the country have been transformed to expand their new media platforms,and Hebei daily is no exception.As the provincial party newspaper in Hebei province,the construction of its wechat,weibo and news app is in the forefront and becomes the target of other newspapers in Hebei province to imitate.Under the background of media integration,the key to the transformation of traditional newspaper lies in the combination with new media.Then it defines the basic objects in this paper are Hebei Daily official account in sina weibo and wechat.It also concludes its news app.This paper illustrates the progress of Hebei Daily in the construction of news media,Weibo,wechat and news app.This paper mainly studies the collaborative communication of Hebei Daily: weibo,wechat and news app.Under the background of media integration,Hebei Daily is a large system,in which weibo,wechat and news app are subsystems.In order to achieve a good communication effect and obtain a synergistic effect of 1+1>2,we need weibo,wechat,and news app to collaborate.The order parameter determines the process of a system.This paper believes the content,profit and users are the order parameters,which determines the level of collaborative communication of Hebei Daily.Content is a bridge,profitability is a guarantee,and users are fundamental.By studying the practical experience and report data of weibo,wechat and news app of Hebei Daily News,we have found the shortcomings from the three aspects of content,profit,and users.The shortcomings are efficient content integration,independent operations,weak profit and insufficient user interaction.This paper tries to put forward some feasible paths: increasing original news,using various content forms,collaborative marketing,enhancing user research and interaction,and hiring expert talents. |
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