Research On The Media Convergence Of Metropolis

Internet changed the media environment,the original border of the journalism industry has disappeared and the profit model has collapsed rapidly.The new media technology has invaded and rewritten the picture of the journalism industry.The traditional media began to seek development space through media convergence.At the media convergence crossroads,most media choose the "media expansion" approach,but the traditional media attempts that control new communication technologies by traditional thinking and management have failed.Faced with the failure of traditional media "media expansion",people realized that the relationship between old and new media has changed.The traditional media completely lost the initiative of the channel and subject to the framework and rules of new media platforms.After rapid development,the platform lacks content.As a result,people began to hope for the second path of media convergence that content producers and platform begin to media cooperation.In 2016,Modern Express and ZAKER launched the local portal "ZAKER Nanjing",it is a major change in the media convergence of Modern Express——from"media development" to "media cooperation".The paper is mainly based on the case study of Modern Express.Firstly,we should backtrack the development of mediaconvergence and analyze the reasons for the failure of "media expansion".Then,the research will focus on the initial practice of "media cooperation".Finally,the study compares and explore the two alternative paths of media convergence.After more than two decades,there has been no successful case of media convergence,because traditional media cannot understand the nature of the Internet.The platform has developed operational rules that are completely different from those of traditional journalism,and deconstructed the profit model,timeliness and authority,audience culture established.In the past media convergence cases,the traditional media control platform by traditional logic and operation,the result is the marginalization of traditional media.It is difficult for traditional media to build channels,"Media expansion" needs to obey the framework and rules of the platform,it is not a true mediaconvergence.With the development of the platform,the platform began to encounter content shortages.At this time,the new media will notice the content productivity of traditional media,and the media cooperation between content producers and platform parties will become an important path of media integration in future.However,content providers and platform parties have inequalities in both technology and management models.If the cooperation between the two companies lacks corresponding rules,lacks effective supervision,and lacks complementarity,they will once again encounter the new dilemma of media convergence.