Traditional Media Practitioners' Institutional Transformation Under The Context Of Media Convergence

In the context of deep media integration,traditional media takes the media's internal transformation as the breakthrough point for organizational transformation and upgrading,creating a brand of “new mainstream media” to reshape the influence and credibility of the organization,seize the media heights in the Internet-dominated media environment,and spread mainstream values.To jointly build a strategic layout of the country's new mainstream media.This paper takes the traditional media people group as the main research object,and explores its transformation activities in the media system under the fusion context.The author used the qualitative analysis method to obtain primary data through in-depth interviews with typical media people,supplemented by literature analysis as a supplement to the data.This paper uses case analysis and comparative analysis to summarize the three major paths of media people's internal transformation: creating the mainstream “intelligent” of personal influence,media think tank experts,and product managers dedicated to the creation of new media products.By integrating and analyzing the paths,the author explores the nature of the media's internal transformation,and thus puts forward the concept of the group of “new mainstream media people”.This emerging group has distinctive group characteristics in terms of role composition,work patterns,business forms,and thinking patterns,and presents individual-centered innovation project distribution,more specialized differentiation,and more in-depth and direct participation in decision-making trends.Finally,based on the ability requirements of “new mainstream media people”,this paper proposes a new capability indicator system and builds a new type of media ecosystem based on the “new mainstream media” IP.