Research On The Communication Power Of Mainstream Media Under The Background Of Media Integration

In the Internet + era,all kinds of new media have brought more channels of information reception to the audience.The media form and the environment of public opinion have changed dramatically.This undoubtedly has a great impact on the transmission power of the mainstream media,and its status has also been impacted by the new media.So how to grasp the right to speak,increase the audience's stickiness,improve the transmission power,and even credibility become the mainstream of the mainstream media.However,with the promotion of media convergence,mainstream media have both challenges and opportunities.Mainstream media should actively innovate themselves,constantly deconstruct the framework of media convergence,and integrate these new media to seize the right to speak.The central point of this paper is to focus on the "mainstream media communicative power",mainly discussing the situation of the mainstream media communicative power under the media convergence.Firstly,the author makes a conceptual summary of media convergence and communication power,then analyses the level of communication power and the four elements of mainstream media communication power at the present stage,and chooses a case to analyze the current situation of communication power.Secondly,the mainstream media "Gansu Daily Network" in the western region is selected as the research object.Firstly,the new media departments of "Gansu Daily Network" are inspected on the spot,and three ways of integration are summarized,namely,technology,content and operation.Secondly,the relevant development materials are consulted,and the various departments of "Gansu Daily Network" are summarized to show the way of integration from these aspects.Thirdly,through the summary of the four elements of the mainstream media communicative power,combined with the actual development and operation of the website platform "Gansu Daily Network",based on the theory of communicative power and communicative effect,a systematic analysis of its communicative power is made by means of questionnaire survey.The author summarizes its communication framework into four aspects: media platform,information dissemination,speed of dissemination and effect of dissemination,then subdivides each measurement factor into four parts.Finally,through empirical data analysis,the author obtains the advantages and disadvantages of Gansu Daily Network on these four elementsthrough the evaluation of the audience.Finally,the author systematically analyses the correlation among the four elements.Sex lays the foundation for thinking and prospecting in the following chapters.Finally,through the overall analysis of the data,this paper makes some reflections on individual cases.Firstly,an optimal balanced development among the impact indicators,how to find the important factors among the four indicators is crucial;secondly,in terms of content,the dissemination power of the mainstream media can not be separated from the optimization of content;thirdly,the dissemination of information and the dissemination effect affect the dissemination power of Gansu Daily Network.The most important factor.Then make a deep thinking on the whole,which is also of positive significance to enhance the dissemination of the mainstream media in the western region.The dissertation mainly carries out the research on the communicative power of Gansu Daily Network by means of quantitative method,and strives to break through the limitation of the original research perspective,so that the research results are scientific and provide some thoughts for the promotion of the mainstream media communicative power under the background of media convergence.