| This article focuses on the practice of China's media convergence,hopes to explore the effect of media practitioners as the role of media convergence practice by recording and analysising the media empowerment and struggle between media groups and knowledge workers when the transformation of organization happens.In this paper,the "new mediaweight" refers to the practice of social public when facing the control,oppression,exploitation or other unreasonable treatment,integrating with QQ,Weibo,WeChat and other forms of new media,expressing attitude through public voice,speech delivery,organizating activities etc.,to mobilize individuals who have the same demands,achieving the self empowerment of discourse power,the right of communication and work,in order to defend their own interests and equal dialogue,change the unfair situation,to safeguard their own interests,and ultimately directly or indirectly contributing to the social fairness and justice;"knowledge workers" especially refers to those media practitioners who participate in creative work,production of original knowledge product in new media company.Based on the summarizing of policy background and the existing research,this paper chose the the new media products X and its content producers as the observation subject.Researcher entered X as a trainee,and conducted participatory observation for 61 days and the virtual ethnography research for 120 days in 12 of X's new media groups,to explore how knowledge workers realize self-empowerment by new media when the conflict between them and organization happened,which involves in concept,power,interests and others.Here specifically proposed the following questions:(1)what is the right involved in new media empowerment of knowledge workers under the background of media convergence?(2)How knowledge workers use new media to realize empowerment and struggle when they facing the conflict of organizational system?(3)What are the correlations between the knowledge workers' struggle and the system design in the practice of China's media convergence?By the thick description of resign letter event,this paper found that in the "new media"product launched by traditional media,there is a game of political control,capital operation,production concept,technology application and other forms of strength inevitably.When the demands of organization and individuals have differences,the adjustments about organizational structure means the elimination and recovery of discourse power,the right of communication and work.In the face of the conflict caused by the adjustment of organization system,knowledge workers will use new media(both production tools and platform)as the empowerment tools,select specific interaction strategy to fight with organization,realize the negotiation and confrontational behavior by new media.In the process of struggle,knowledge workers get energy for the empowerment through the communication of original content,to achieve the demands of the struggle,and strengthen their professional identity.The background of media convergence provides support for the new media empowerment of knowledge workers.The process of current media convergence provide more possibilities for knowledge workers,empowerment the struggle.New media brings more new ways of working and employment opportunities,the mobility of knowledge workers can be enhanced,and as the high quality content producers become scarce,the living space of knowledge workers in Seller's market become more flexible,empowering diversity and possibility appear more obviously.When we solve the conflict and cooperation between old media and new media,traditional media should pay more attention to the influence of knowledge workers in media convergence,let new media product return to "people-oriented" and "to the audience".Give full play to the positive role of "human" as the main body of practice,means more possibilities for the convergence and transformation practice of traditional media. |
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