Competition For Audience And Right Transfer

In the digital age,the declining newspaper industry is exploring diversified transformation paths to realize self-salvation.In recent years,as mobile communication has taken a dominant position,social media,with its incomparable number of active users and breakthrough of traditional high-viscosity interaction mode,has become an important outlet for newspapers to reach the public,and thus regarded as an important path and channel for the digitalization of newspapers.This is especially true in the western developed countries represented by the United States.The social transformation of newspapers refers to a transformation mode in which newspapers actively utilize the platform resources on social media to produce and disseminate content,interact with users and bring corresponding benefits to newspapers by opening accounts on social media.As a way to reach the widest audience quickly in a short period of time,social transformation has become an important way and a popular choice for the transformation of American newspapers.This paper,from the perspective of social media,explores the practical features and latest achievements of the digital transformation of American newspaper industry by “borrow a boat to the sea”.In this paper,the mesoscopic and microscopic methods are used.On the one hand,through literature research,historical data and leading information of the socialization transformation of American newspapers are collected and sorted out.By carefully sorting out the process of the socialization transformation of American newspapers,the overall grasp of how social media has become an important export of newspaper transformation is formed.With content analysis method on the other hand,selected the USA today,the New York times,the Washington post and so on seven of the most representative mainstream American newspapers as the research object,the observation time inner two social platform on Facebook and Twitter issued by a total of 3642 items of quantitative analysis,through the seven major newspaper's major research on the social platform specific news practice,summarizes the American newspaper the strategic layout of social transformation,and explore the complex relationship between the two.This paper found that the newspaper industry by means of the transformation of the social media is a two-way cooperation and contradiction: mobile social media of prosperity and the decline of American newspapers is American newspaper the opportunity of social transformation,and social media news market ambitions and newspapers to the determination of digital transformation led to the combination of both,and this combination is the contradiction of cooperation and game.The layout is diversified: on the one hand,American newspapers carry out multi-platform and multi-level social media layout;on the other hand,they carry out vertical layout with the help of featured social media and social matrix.On the other hand,there are obvious differences between on-site and off-site strategies in the use of social media.The promotion of social media on newspaper transformation is mainly reflected in the obvious expansion of audience,content technical support and the exploration of new profit models.At the same time,social media also poses a threat to the content rights,economic rights and user relationship rights of newspapers.This paper holds that as one of the important channels for the digitalization of newspapers,the success or failure of social media depends on the initiative,innovation and flexibility of newspapers.Newspapers should also avoid being hijacked by algorithms on social platforms to maintain their independence and rights.