Research On The Transformation Of Financial Media Of Gansu Daily Newspaper Group

Media theorist Marshall Mc Luhan highly summarized the status and role of communication media in the process of human society in "Understanding Media: The Extensions of Man"(1964)."Media is the message",that is,the media itself is the truly meaningful message of this era compared to the content spread by the media in each era.In the 1990 s,the Internet surged,and the newspaper industry in China,keenly aware of the changes in communication methods,entered a period of exploratory group development and began to implement the first round of self-help reform.In the era of the mobile Internet,everyone is an independent brand with independent property rights.Therefore,it is particularly important to explore the integration of mainstream media in the new situation and create a new mainstream public opinion position.Facing the impact of the mobile Internet,in 2014,the fourth meeting of the Central Leading Group for Comprehensive Deepening Reform specifically adopted the "Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media" to promote the development of media integration as a national strategy.Domestic newspaper groups seized the opportunity and began to plan the layout and integration of development.Although Gansu Daily Newspaper Grouptook the early bus that used the Internet to spread as early as 1999,due to a series of reasons such as the overall economic development level and ideology,its transformation and development has been at the stage of low-level media integration.Taking the integration and development of Gansu Daily Newspaper Group,the first newspaper group in Northwest China as a case study,its results can provide a basis and model for other newspaper groups in economically underdeveloped areas,and have a high reference value.The first chapter of this article is an introduction.First,it explains the in-depth reasons for studying this topic.On the basis of clarifying the purpose and significance of the research,it uses literature research methods,case analysis methods,participatory observation methods and other methods,combining domestic and foreign media fusion A summary of development research and a review of the transformation of the newspaper industry group in the era of media integration,to lay the groundwork for the Ganbao Group to integrate media transformation.Chapter 2 systematically analyzes and expounds Ganbao Group's exploration of integration,transformation and development through the 3backgrounds of Ganbao Group's relevant background and development status and Ganbao Group's integration,transformation and development.The third chapter is the exploration of Ganbao Group's practice of integration,transformation and development.This chapter gives asystematic explanation of the choices of Ganbao Group's integration development path and the current presentation of Ganbao Group's integration media to facilitate the identification of problems in Ganbao Group's integration and transformation.The fourth chapter is based on the third chapter,and finds out its shortcomings and shortcomings based on the exploration of Gan Bao Group in the integration and transformation development.The fifth chapter is the coping strategy.It mainly proposes countermeasures for Ganbao Group to explore the problems existing in the process of integration,transformation and development from two aspects of concept and mechanism.Marshall Mc Luhan,a media theorist in Canada,published understanding media: the extensions of in 1964Man)highly summarizes the position and role of media in the process of human society: "media is information"-compared with the content of media in various times,media itself is the real meaningful information of this era.In the 1990 s,with the surging tide of the Internet,China's newspaper groups,acutely aware of the changes in the way of communication,entered the period of exploring the development of collectivization and began to implement the first round of reform and self rescue.However,the impact of new media on traditional media is more serious than predicted.In the era of mobile Internet,everyone is self media,and everyone is an independent brand with independent property rights.Therefore,it is particularly important to explore the integrationand communication of mainstream media in the new situation and create a new mainstream public opinion position.