Research On The Effect Of Party Newspapers And Major Newspapers Under The Background Of Mobile Convergence Transformation

The trend of mobile Internet communication continues to strengthen,and mobile communication channels such as microblog,WeChat,and news clients have become the main channels for people to obtain information.The development of mobile channels is not only related to the release of traditional media content,but also to the guidance of mainstream public opinion.All kinds of newspapers have settled in microblog,WeChat,aggregate news client and built their own news client to carry out mobile transformation.Promoting the development of mobile communication is essential for the deep convergence of traditional media and emerging media.However,the level of newspaper mobilization transformation is uneven.The ability of the mainstream media represented by the party newspaper to guide public opinion is challenged.How to make the mainstream discourse of party newspapers more spread,guide,influence and credibility in the era of mobile communication worth exploring.This paper selects 296 major newspapers in China as the research object,and uses data analysis and depth interview to study the mobile communication effect of party newspapers and other main newspapers in China from the view of newspaper type.The study find that the newspapers are more willing to enter microblog and WeChat in the four types of mobile platforms,and continue to build its news client.The party and metropolitan newspapers widely deploy mobile platforms,however,the target newspapers and professional newspapers slightly behind;there are significant differences in the mobile convergence communication effect,the microblog mobile communication effect and the WeChat mobile communication effect among different types of newspapers,but there is no significant difference in the mobile communication effect of the aggregated news client and the self-built client.Then explaining the relationship between newspaper type and mobile communication effect,it is found that the party newspaper has significant advantages in the mobile convergence,but but there is room for improvement in transformation awareness,user awareness and mechanism.These are the main reasons for the poor effect of party newspaper mobile communication.Based on this,the countermeasures should be put forward.The party newspapers should strengthen the top-level design,take social benefits first,and take into account social and economic benefits;take full advantages of politics,content and talents;change concept and establish Internet thinking;rationally plan mobile platforms layout;innovate mechanisms to promote deep convergence.