Study On The Development Strategy Of Hunan Daily's Media Convergence

With the rapid changes in mobile Internet technology and the changes in audiences' thinking,habits and demands,the dominant position of traditional media,especially paper media,is seriously challenged by new media.The provincial Party newspapers,who are charged with leading the mainstream opinion of the region,can only win the place in the fierce competition by promoting the deep integration of traditional media and new media.As a provi.ncial Party newspaper,in recent years,Hunan Daily has carried out fruitful practical explorations in the process of advancing media convergence,and has also exposed some problems and deficiencies.Taking The NPC and CPPCC Reports by Hunan Daily from 2012 to 2017 as the research object,combined with existing relevant literature materials and researches such as periodical papers,through textual quantitative analysis and content analysis,it reveals that Hunan Daily' s reports lack of new media' s qualities.The temperament,dissemination power and influence are limited.After comparing and analyzing with the same-level party newspapers,it is difficult for editorial reporters to control the acquisition and editing techniques of new media.Interviews were also carried out on interviews conducted by reporters and managers of Hunan Daily,The asymmetry of group media information has also become a major drawback of Hunan Daily in promoting media integration.This study finds that the main factors constraining the development of the Hunan Daily 's media convergence:the communication concept is not mediaized,and staff's media literacy cannot keep up with the pace of media convergence.Administrative management methods also do not adapt to media integration needs.Suggestions can be taken from the aspects of improving the management and front-line reporters,optimizing the content production with audience awareness,reconstructing and rebuilding internal organization,and cultivating and expanding the core competitiveness of traditional media through integration and development.