Research On The Communication And Development In Local Channels Of Portal Websites

With the development of digital technology,the media,which helps us break the boundary of the time and space,has witnessed new features such as networking,intelligence,mobility,and digitization.As the media environment changes,new requirements and challenges have been put forward for the development of local channels of integrated portal websites.It is necessary to think about how local channels of the portal should be adjusted in order to obtain competitive advantages in market competition.As the local channel of Sina in Chongqing,Sina Chongqing has been adhering to the business philosophy of “serving the people in Chongqing” since its establishment in 2011.It has provided comprehensive information for Chongqing's economic development,people's livelihood,social progress,tourism,education,food.and so on,actively shaped the image of Chongqing city and achieved some goals.However,due to changes in the media environment,vicious competition in the media market,and limitations of the website management system,Sina Chongqing has been faced with problems in terms of communication and development.Enlightened by theories about media integration,regional communication,and media environment,this paper aims to investigate the communication content and development strategies of Sina Chongqing through case study,interview and comparative analysis.The research results show that the communication content of Sina Chongqing has a large proportion of news about people's livelihood,less news about government decision-making,public safety,culture and education.Besides,there exists a large number of soft-text advertisements,and its topic columns lack audience participation.Although the website spreads a huge amount of information,it is of low degree of originality and timeliness.Pictures and videos in the website lack innovation,and titles of some news exert negative effects on the public.The main work of Sina Chongqing is information release,with more emphasis on economic functions and entertainment functions and less on public opinion guidance and education.In terms of its development strategies,there are some problems such as lacking memory points website positioning,lacking of audience awareness,unclear regional communication logic,and excessive focus on business interests.The future development of Sina Chongqing needs to establish accurate website positioning,clarify audience categories,integrate industry resources,maintain good interaction between media and audience,and play the critical role of public opinion guidance,social supervision,environmental monitoring,and cultural education.Only in this way can Sina Chongqing gain the space for survival and development and realize its communication value as a local channel in the context of media integration and the cross-border development of the media industry.