From Unilateral To Co-creation:The Transformation Of Mainstream Media Value Production And Creation

The development of the times is changing with each passing day.While the sharing economy is changing the market model,it has also brought about earth-shaking changes in our lives.In the new market environment,the transformation of the media industry has followed.If the mainstream media wants to make rapid progress under the current situation,it must change the original"unilateral"production mode and integrate it with all parties.The establishment of a new value production and creation system,to play its unique advantages,leading the Chinese media industry into a new era.This article takes People's Daily"Central Kitchen"as a case.After researching and researching its construction,it tries to find out the new trend of value production of mainstream media in the current era,and provides new ideas for the transformation and development of traditional mainstream media.The article first analyzes the changes of the media environment in the context of sharing the era of co-creation,and thus elaborates on the"unilateral"crisis that exists in the value production relations and value production methods of traditional mainstream media.Subsequently,the article examined the construction of the representative People's Daily"Central Kitchen"and found that it constructed a new value production model in the news production process,technical system and capital operation.In addition to the reconstruction of the internal value production system,the People's Daily"Central Kitchen"has also established strategic partnerships with local mainstream media such as Guangzhou Daily,Sichuan Daily,Henan Daily,and Hunan Daily in the course of its operation,and also through the headlines with Tencent,Sina and Today.Such as the cross-border integration of enterprises and new media to share resources and create value,thus constructing a value production system with deep external integration.The People's Daily"Central Kitchen"provides a brand new way of thinking for the value production of the mainstream media---value creation.Combining the research of value co-creation theory,in the following chapters,this paper takes value co-creation as the theoretical guidance,and through the innovation of mainstream media value production relations,reconstruction of mainstream media value production mode,and construction of mainstream media information interaction system,it is the mainstream.The transformation of media value production and creative methods provides new methods and ideas.To innovate the value-production relationship of the mainstream media,it is necessary to change the previous"unilateralism"thinking and construct a multi-subject value production relationship and a new"passenger" relationship.The reconstruction of the value production model requires the mainstream media to cross-department,cross-industry,and cross-regional integration with the parties to create value.In addition to the background of the sharing economy,the development of science and technology has become an opportunity and challenge in the process of mainstream media transformation.The popularity of mobile terminal devices has made it possible for the audience to participate in the production of mainstream media.The shared thinking formed by the audience in the sharing era has made them more likely to share and create.This requires the mainstream media to pay attention to the development and application of big data,human-computer interaction and other technical systems,to help the production of news,but also to provide a way for feedback and participation in the creation of high-interactive platforms,and to effectively use idle Resources,condense the creativity of the audience and form new value growth points.At the same time,it is necessary to promote the construction of the internal information interaction system through the formation of the internal culture of the mainstream media,and provide favorable support for the innovation of the value production relations and production models of the mainstream media,and finally realize the transformation of the value production and creation methods.Only by adhering to the concept of openness,inclusiveness and sharing,can we better provide effective ways and means for the transformation and development of mainstream media,in order to completely change the original mode of thinking,give full play to the role of each subject in value production,and make it Become both a sharer of resources and a creator of value.