| Under the unified deployment of the central government and the pressure of the drastic changes in media environment,"integration" has become the main theme and keyword in the Chinese media pattern.Domestic mainstream medias have started their own transformation exploration one after another.At the same time,the rapid development of the mobile Internet has a profound impact on the news production mode and the ecological pattern of public opinion.Therefore,the media integration model in the context of traditional PC communication environment needs to be upgraded to guide the integration practice in the new environment.Facing the new situation and the new context,how the mainstream media do to hold the credibility,continue the influence,grasp the communication power and expand the guidance has become an important topic which is worth to discuss.Based on the context of mobile Internet communication,this study takes the mainstream media in Beijing as the research object,using in-depth interview and case study as research method to explore the integration path of regional media.First of all,through in-depth interview to the relevant persons in charge and front-line practitioners of media's integration construction,the author obtains first-hand materials,so as to give an overall sorting and evaluation to the current situation and achievement of Beijing's mainstream medias integration.On this basis,the author selects three cases which respectively representing radio and television,newspaper and new media for detailed explanation,and analyses the common problems encountered by the mainstream media in the integration process and their causes.Finally,combined with the integration situation of mainstream media in Beijing as well as the characteristics and laws of mobile Internet,this study puts forward some theoretical suggestions,and tries to respond and supplement the integration model in the context of PC communication,in order to build the integration model in the context of mobile communication.It is found that at the moment,the mainstream medias in Beijing have achieved phased integration results in the five dimensions in the theoretical framework,which are "market strategy,editorial structure,production process,change management and audience participation".In addition,they have also preliminarily explored some suitable integration modes according to their own transformation background and target positioning.However,they have also encountered some problems.For instance,in conceptual aspect,the crisis awareness is not strong enough and the user-thinking needs to be improved;in the mechanism' s aspect,the market transformation' s speed is quite slow and the collaboration is not close enough;in layout's aspect,the professional-structure is still not perfect and the effect of some new medias is comparatively weak.According to the current integration situation and the difficulties of mainstream medias in Beijing,this study puts forward the top-level strategy of regional mainstream media's integration.Media institutions can take the integration significance as the driving wheel,integration elements as the key point,system reform as the support point,composite talents as the innovation force,content advantage as the competitiveness,and technical support as the guarantee chain.Taking the classic theory as frame,this study also raises more detailed proposal in every integration aspect,in the hope of providing reference and inspiration for mainstream medias when they meet the transformation challenges and need to carry forward in-depth integration in mobile Internet era. |
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