Media Convergence And Organizational Change Of Traditional Newspaper

With the deepening of media convergence,the original organization structure of traditional newspaper industry can't adapt to the new product production needs.It must constantly organize the reform and reengineering the production process.Selecting Guangzhou Daily and The New York Times as research cases,this paper makes a preliminary exploration of the process,motivation and concrete practice of the organizational change of traditional newspapers under the background of domestic and foreign media convergence.According to the four elements in the theory of organizational change,it analyzes its similarities and differences from four aspects: organizational process change,organizational structure change,organizational change and organizational culture change.It is found that the change of newspaper organization is mainly influenced by external macro environment,internal organizational process,organizational structure and organizational personnel's adaptability to media convergence.The change of newspaper organization is divided into three stages.In the interactive stage of the newspaper network,the original organization structure was retained;in the integration stage of newspaper network,the whole media editorial department was established;in the whole media practice stage,the central kitchen was set up.At present,the traditional newspaper industry is mainly in the third stage.The needs of the transmission contrast fusion,change still exists the following problems: Firstly,the change of shallow organization leads to the solidification.Secondly,the new department and the old department can't effectively integrate.Thirdly,the management system is complex,lacking motivation and hindering the process of change.In the future,the organization change of the newspaper industry should reorganize the editorial department,reduce the boundary of the department,and organize the internal concept adjustment.