Research On New Pattern Mainstream Media Construction Path From The Perspective Of Integrated Media

From the perspective of its development logic and China's existing media system,communication media is mainly promoted and deeply integrated by three impetus,namely,media iterations,market forces and dominance of administrative power.In the context of new media predominated by the mobile Internet,traditional media,paper media in particular,which depends on the principle of "communicators as the center" for survival and development,has been forcibly reconstructed.Consequently,the market logic of paper media's development has been evolved.Media market's disadvantages inevitably leads to marginalization of China's political power.Under the historical background featured by"transitional China",the central government has duly put forward the media reform plan for promoting deep integration between traditional and new media,building new pattern mainstream media and media groups,in order that the opinion field be remodeled and media economy rise against the tendency.The media reform is characterized by dual attributes.The year of 2013 witnessed the establishment of Shanghai United Media Group reorganized by Jiefang Daily Newspaper Group and Wenhui Xinmin United Newspaper Group.Because of Shanghai's special political landscape,SUMG has undoubtedly shouldered historical responsibilities for the win-win situation between politics and media since established.The core issue of transition is to open up two opinion fields,rebuild a new layout for public opinions guidance and remodel a new profit pattern to adapt to the"Internet plus" economy.The key breakthrough is to create three major "phenomenal" new media platforms,in order to set a new form for platform construction and content presentation.The realistic basis is to operate the capital pursuant to the "3.2.4"arrangement and extend new industrial chains,so as to realize the transition from"newspaper" to "industry",from "group" to "consortium".It is a kernel drive for government-people opinion field from bridging to unity and also one characteristic for new pattern mainstream media construction.Based on the practical research of SUMG's reorganization,leading paper media and media group's transition instances,the author has concluded the promotion path for mainstream media construction in the integration media era as follows.Changing thought guided by the Internet thinking,we should specifically realize transition from "audiences'thinking" to "users' thinking",reconnect users,prioritize outsourcing promotion and crowdsourcing news.Building the images of products,we need to focus on technology-driven product innovation,that is,innovate integrated news products and develop scaled big data news products in the scenario of revolution.Adjusting the framework through systematic reform oriented by the market,we are supposed to deepen media system reform in line with modern enterprise systems,launch diversified capital operation,establish the market entity and cultivate media entrepreneurs who are comply with the value of the times.