Research On Influence Of Mainstream Newspaper Industry In Guiyang City Based On Media Convergence

Since 2014,the rapid development of new media based on the Internet has changed the original media ecology and media industry pattern.The declining circulation of traditional newspapers,the sharp decline in advertising revenue and the diversion of a large number of audiences to new media have reduced their influence,credibility and communication power.Media convergence as a national strategy brings not only opportunities but also challenges to newspapers.Expand the media influence is the basis of the transformation and upgrading of the traditional media,therefore,from the central to the local traditional media actively take measures to actively explore and new media development,guiyang city newspaper intermediary also engaged in the currents of integration development,especially the mainstream news media newspaper in concept,transmission channel,the journalistic process in such aspects as talent construction and strive to promote the development of media convergence on the breadth and depth.In this paper,from the mainstream newspapers influence of guiyang,through participatory observation,depth interview and questionnaire investigation of the status quo of its influence and the media influence analysis of the evaluation system of scientific research results,in contrast,guiyang mainstream news media in the context of media convergence problems,so as to reflect the development of the whole newspaper fusion problem causes,combined with other newspaper group success experience to put forward some Suggestions to improve newspapers influence.Full text is divided into six parts,the first part the introduction mainly discusses the newspaper industry transformation of the research background,purpose,significance,and the media convergence,media influence,the research status of guizhou newspaper influence;The second part discusses the development of guiyang newspaper industry under the background of mediaconvergence and the development of guiyang mainstream newspaper industry.The third part according to the theoretical basis and practical basis,and from the media resources evaluation method,object classification method,secondary transmission of evaluation method,the multiplier index evaluation model on the basis of the construction of guiyang city mainstream newspapers influence evaluation system;The fourth part through participatory observation,questionnaire and depth interview that guiyang newspapers influence the decline in overall,the reason is that the brand recognition degree is low,the original loyal audience to TV media,mobile social media,and youth audience not read the newspaper reading habit,or no newspaper brand loyalty,and has been affected by the advertising audience experience;Fifth part is the summary of research results,found that the mainstream press common problems in the development of guiyang city strategic level-thought did not change,the resource level,lack of talents,brand level,low newspaper brand influence,the audience level,insufficient attention in the mainstream media audience,at the same time,it also analyzes the problem causes.The fusion of the sixth part combined with other newspaper group transformation of experience,in view of the above the problems found,guiding ideas put forward under the background of media convergence to keep pace with The Times,to set up the entire media personnel,content is king,make ace brand,make the best use of the Internet meet the audience's experience of thinking.