Research On New Media Communication Of Traditional Publishing Enterprises Under The "Changjiang Media"

The new media has changed its original mode of communication by virtue of its own interaction and digitization.The way of information dissemination is no longer a one-way communication from top to bottom,and the audience can obtain information from different channels.In particular,the continuous rise of various new media platforms has expanded the communication channels of traditional publishing companies,enhanced the interaction between traditional publishing companies and readers,and improved the timeliness of traditional publishing companies in information dissemination.In the wave of new media,publishing companies have tried their waters in an effort to expand their influence with new media,strengthen their brand image and achieve sustainable development.Through the analysis of the current situation of the use of new media communication in traditional publishing houses,the author finds that each new media platform has become an important platform for publishers to disseminate information.This paper selects 9 publications of Changjiang Publishing and Media Group(Changjiang Media).As the research object,the new media platform of the society first summarizes the overall competition pattern of the traditional publishing industry.The development of the Internet promotes the integration of new media and traditional publishing houses,and brings opportunities for development of traditional publishing companies.challenge.In this context,the current status of the operation of the new media platform of nine traditional publishing companies under the Changjiang Media is analyzed.The Lasswell 5W communication theory is used as a framework to analyze the main body of the new media platform in the current operation process,the content of the communication,the dissemination,and the dissemination.Channels and the dilemma of dissemination feedback and provide recommendations for future new media operations.The traditional publishing enterprises under the “Changjiang Media” should timely adjust their development strategies,find the matching point between traditional publishing and new media,continuously improve the operation level of the new media platform,and further promote the maturity of the new media platform to meet the requirements of current market competition.