Constructing The Central Kitchen Centered On "Mobile Priority"

In recent years,with the rapid development of new media,traditional media have encountered an unprecedented crisis of survival.Traditional media,especially paper media,have declined at an unquenchable pace.In the severe market competition,the integration of traditional media and new media without stopping,whether it is carrying out cross-border integration or using the "two ends" are the strains that the media people make in the new situation.In August 2014,President Xi Jinping presided over the fourth meeting of the leading group for comprehensively deepening the reform of the Central Government and adopted the Guiding Opinions on Promoting the Integration Development of Traditional and New Media.This shows that the media convergence has risen to the national level and has became a national strategy.After the introduction of the opinion,news organizations all over the country have started discussions,and journalists were also trying to make changes in many aspects.Obviously,whether or not they have the internet thinking has become an important indicator of whether media convergence can be smoothly carried out,The core idea of "media convergence" has arrived.Whether it is from the market environment or national policy level,media convergence has become the hot spot of the moment,while the central kitchen has become the latest standard to promote media convergence.National media went to the Central Government and went from places to places to start building their own central kitchens in an attempt to change their own present conditions.The concept of "mobile priority" was widely mentioned.It was mainly due to the forum for promoting media in-depth convergence in 2017,where "enhancing mobile priority and implementing mobile priority strategy" was first proposed,and "mobile priority" first came into the eyes of the media people.Mobile priority neither emphasize the mobile terminal should be in the first place,nor to say that the mobile terminal as the only one,this is a new situation in response to media convergence strategy,which emphasizes that since the vast majority of users have been transferred to the mobile terminal,Then the media should make timely changes.The news production,dissemination,feedback and interaction will also be fully transferred to the mobile terminal,trying to reach zero distance with the user.This paper "Constructing the Central Kitchen Centered on 'Mobile Priority'-Taking the Nanjing Press Media Group as an example"will focus on the Nanjing Press Media Group.This is where the author once took internships.The author tries to analyze the current status of the operation of the central kitchen through his own personal participation and daily observation.In 2015,Nanjing Daily established an All Media Editorial Center to take the lead in launching a comprehensive media convergence program within the Nanjing Press Media Group.In 2017,the Nanjing Newspaper Media Group reviewed the situation and launched the Zijinshan News APP.The client went online for two months with more than 2 million downloads.The highlight of the client is the collection of news material,the production,editing,typesetting,publishing and post-commenting and feedback of the news product can be completed online,the computer interface can be completely abandoned to operate,and successfully created "Mobile Central Kitchen."However,during the internship,the author found that the mode of operation of the Central Newspaper and Media Group in the central kitchen was relatively low.All Media Center also played a role only in some major reports.In addition,whether it is technology-centered or Platform or content as the core,the central kitchen still exists in the operation process such as a high degree of homogeneity,staff enthusiasm is not high,which is the text of this article is to explore and solve the problem,I hope that by studying the Nanjing Newspaper Group Central Kitchen to explore whether the media groups operate in the actual operation of the central kitchen itself,so as to put forward some reasonable proposals for the media to build the central kitchen.The article is divided into five parts.The first part is the introduction,mainly on the background of the topic,the significance of the research,the content of the research and the research methods,as well as a brief review of the relevant literature at home and abroad.The second part is the main text of the paper,which introduces the operation status quo of the central kitchen of Nanjing Press Media Group,firstly the basic general situation of its central kitchen,secondly the daily operation status of all media center and Zijinshan news client,central kitchen,24 hours on duty,the establishment of the central editorial department,using a new editing system,fully tap the potential of these four aspects of journalists,this is the basis of this paper can be studied.The third chapter is divided into two sections.The first section focuses on the creation of a central kitchen centered on "mobile first".This article argues that mobile prioritization is merely a representation of media convergence,and that the only change is the channels and methods of communication.Essentially,content,emotion,and technology are the most important "dry goods" that create mobile priorities.The second section started with the Nanjing Press Media Group and introduced how the group's "Nanjing Daily","Nanjing Morning News",and Zijinshan News client platforms integrated the idea of'Mobile Priority" into practice.The fourth chapter is based on the author's personal experience,the Nanjing Newspaper Group Central kitchen in the operation of the problems in a brief summary,the author found that despite the low operating frequency of the central kitchen,but there are still many problems,the most important The news is highly homogeneity and the chaos in the operation of the mechanism.According to these questions,the author put forward some own views.The last chapter concludes with a summary of the full text.The author believes that the media should not rely too much on the central kitchen and should not regard the central kitchen as a panacea for traditional media.The most important thing is that from the current media practice,the central kitchen seems to have a tendency to become a "public kitchen",or that the central kitchen has more time to serve as a decorative facade.