The Innovation And Challenges Of Central Kitchen Under The Situation Of Media Convergence

We are in a new era of rapid development of technological change,the information technology rapid development,changed the pattern of media,news production mode,mode of transmission,audience object,ecological and other unprecedented changes in public opinion.The openness,interactivity and convenience of new media platform,makes everyone can participate in information release,interactive feedback,the pattern of traditional media occupy the heights of public opinion is broken,the mainstream voice gradually submerged in the Internet cacophony,survival and development of traditional media is faced with great pressure.As the main body of traditional mainstream media,the only choice for newspaper groups at all levels to consolidate and strengthen the position of mainstream public opinion is to take the road of integrated media development.It is the mission and responsibility of mainstream media to make full use of the advantages of content creation,innovate the means and forms of communication with the help of emerging technologies and all-media platforms,improve communication efficiency and capability,guide public opinion and play a major role in spreading advanced culture,which is of great significance to the sustained and stable development of China's economy and society.In recent years,the CPC central committee has proposed to use innovative thinking to do a good job in propaganda and ideological work,and promote the media integration into the development strategy of the country.Media convergence has experienced a development stage from the addition of the old and the new,to the integration of the old and the new,to the unity.In the process of promoting the in-depth integration of media,the construction of "central kitchen" has become an important measure for traditional media to explore the in-depth integration of new media and build a new mainstream media.During the two sessions of the National People's Congress in 2015,the practice of "central kitchen" of People's Daily achieved success."central kitchen" has gradually become the standard configuration for the integration and development of central and local media.The party central committee attaches great importance to the positive practice of the media industry,and media convergence has become a hot topic of common concern of the academia and the industry.Therefore,the construction of the "central kitchen" as the research object is of great practical significance to promote the related research of news practice and theory.In this paper,the methods of literature analysis,case analysis,combing the domestic central and local newspaper group "central kitchen" development present situation,summarizes the existing in the construction of "central kitchen" development bottleneck.Combined with the mass media theory,the long tail theory,the ripple theory and the gatekeeper theory,this paper focuses on the innovation practice of the "central kitchen" of Chongqing daily news group(hereinafter referred to as "Chongbao Group"),and looks forward to the new development space of the "central kitchen".Research suggests that in the practice of the "central kitchen" exploration,heavy group,continuous innovation,pay attention to the top-level design,combined with their own characteristics and advantages,through technical drivers drive,establish a new type of transmission platform,innovating the mechanism of news production and management,explore the transformation of audience centered,adhere to provide quality content as a foundation,implements the "central kitchen" normalized operation,effectively promote the propagation force,guiding force,influence and credibility,in the development of media convergence achieved practical results.