Study On Media Convergence In Big Data Era

Most scholars and experts in the media industry think 2013 is “the first year” of the big data.Big data era has arrived.Viktor Mayer-Sch?nberger,known as the “prophet of the big data era ”,said “Big data information storm is changing the way we live,work and think.Big data open a new era of development”.In the era of big data,internet technology and digital technology are developing very rapidly.The media landscape is undergoing profound chang.Based on digital technology and taken internet as carrier,the new media has developed rapidly reflecting strong vitality.And the new media has greatly reduced the influence and communication power of traditional media.The traditional media,however,have much more advantage of content and brand than the new media.Between the traditional media and the new media is not mutually exclusive and zero sum relationship,but having complementary advantages and combining with each other.Media convergence is not only the inevitable result of logical deduction and historical evolution,but also the only way to break through the dilemma for both traditional media and new media.Although the traditional media and the new media have started converging,there are multiple contradictions between the two sides in value,culture,system and so on.To break through the dilemma and promote converging with the new media,the traditional media should found new media groups,dock with market,and lengthen and widen the industrial chains.The traditional media should strengthen “open,equality,cooperation,sharing” thinking way of Internet,promote technology fusion with the new media,and make great changes in concept,strategy,organization structure,mode of production,profit-making model.The traditional media also should build giant databases to increase the capability of analyzing big data.Then they could make a good job of data management,data report,and sending news to readers precisely.And thus the traditional media could quickly catch up with and surpass the new media by using the new technology of big data.