An Analysis On The Media Convergence Of Local Media In The Mobile Internet Era

With the uninterrupted development and progress of science and technology,human society has entered the era of Mobile Internet.In accordance with the new environment for media providers,media convergence has become a necessity for media development.On the one hand,technology forces traditional media to initiate the reform of media convergence;on the other hand,users' demand for content also requires that all levels of and all types of media actively participate in the exploration of media convergence.The era of the internet,especially the Mobile Internet has changed channels from scarce to excess,that is,mass media has lost the control over channels,and information now spreads via multiple channels.With the entrance into the era of communication from the era of information,media need to transform as well,from supervising environment and delivering information to a truth verifier,content service provider,etc.Moreover,user-centered personalization,customization,and intelligence must be strengthened.In the era of Mobile Internet,media convergence,in terms of the production,presentation,and transmission of information,must take off based on the needs of users.Media management should shift from the center for "communicators" to the center for"audience".In particular,media providers should consider what content the audience need in the right place and what content the media themselves can provide.The essence of media convergence lies not in the "aggregation" of channels,but in the "aggregation"of users' needs.As an important component of the domain,although local media have various objective and subjective obstacles on the road of media convergence due to historical and practical reasons,they must reform themselves,innovate for survival,and seek space for development with a comprehensive understanding and utilization of internet technologies from the perspective of users' needs.This study takes the convergence of local media in Ji'an,Jiangxi as a case,to visualize the problems that the media at the city level have encountered in the process of media convergence and development in the era of Mobile Internet,and to propose corresponding development strategies.The local media have their unique economic,cultural and tourism resources.In the era of Mobile Internet,the local media should seek for differentiated and localized content,enhance their own knowledge and capability of content servicing,and shore up their competitiveness in the market.They should also seek for suitable presenting ways to adapt the law of Mobile Internet communication,constantly optimize the organization of local media,and explore the media convergence of local media in the era of Mobile Internet.