Study On The Transformation Of "Xinjiang Daily" Under The Background Of Media Integration

A large number of emerging media,represented by the Internet and smart phones,have emerged in an endless stream,becoming a mainstream and expanding the means of dissemination.New media,such as its portability,massive information,easy storage,and strong interaction,have also caused the traditional media landscape to take shape.With great changes,this revolution is like reconstructing people's lives with a “double-edged sword”and has caused a disruptive change in all areas of society.The development of the traditional newspaper industry is also difficult.It suffers from a sharp drop in circulation,a sharp decline in advertising revenues,a loss of readers,and an ageing trend.The "paper demise theory" has become so popular that even some people think that the traditional paper media has entered a long period of time.In winter,the development of the traditional newspaper industry is not optimistic.Newspapers have long been affected by policy protection and have had a strong dependence on the policy.However,digitizing this cold wind will not let go of the flowers in the greenhouse.Whether the traditional newspaper industry can find new hopes and change ideas in a timely and effective manner determines the fate of the newspaper industry.With the continuous popularization of Internet technology,the theory and practice of “media integration” of the major newspaper industry groups around the world have also gradually matured.A large number of domestic newspaper media groups are also aware that they can no longer be independent and are gradually embarking on the media.Integrated transformation and development.If the traditional newspaper industry wants to adapt to the process of media integration and regains the lost readers,it must open up a new audience market,respect the needs of readers,and both content and channels.The starting point is to begin the process of digital transformation,down-to-earth experience in the evolution of media convergence,newspaper network interaction,and media integration.This article first analyzes the status quo of the media integration of traditionalnewspaper industry at home and abroad,and systematically expounds the current situation of Xinjiang Daily in the context of media integration.The integration of the media has made the newspaper industry in Xinjiang more competitive.The Xinjiang Daily urgently needs a major and profound strategic transformation to achieve more long-term development.This paper aims to explore the transition path suitable for Xinjiang Daily,analyzes the difficulties and problems encountered in the process of media integration in Xinjiang Daily,and puts forward suggestions and opinions that can be used to solve the problems tentatively.I hope the Xinjiang Daily will be active.Seek a path to change that suits you and adapt to this age of media integration as soon as possible.This article starts from reality and takes Xinjiang Daily Newspaper Group as an example to study the status quo,difficulties and countermeasures of Xinjiang Daily Media integration development,promote media integration and development of newspaper industry,and provide ideas for the digital development of other newspaper industry in Xinjiang.In short,in this era of all media,"Xinjiang Daily" must not wait for such challenges and opportunities,but should re-examine themselves,based on reality,learn from other newspapers The industry has good experience in transition and finds a set of innovative development models for itself.The research on the development model and innovation of the "Xinjiang Daily" in the context of media convergence is somewhat forward-looking.It is hoped that it will bring reference to the research on the transformation and development of other traditional newspaper industry in Xinjiang.