| Since the People's Daily in March 2015,the slogan “Central Kitchen Cooking News and Delicious” has begun,the flames of “media integration” reforms that have been ignited by local and all levels of media have spread rapidly,and the topic of media integration has gradually moved from theory to theory.Reality,by 2018,the policy of implementing media integration has sunk to the Shanghai district-level news center,and gradually began to explore and implement.The Shanghai city-level news center belongs to the district news media under the municipality.Although it is equivalent to the prefecture-level city news media in the administrative level,it is not only the geographical scope of the propaganda,but also the unit size or the media influence.There are large gaps and differences in the same-level media in other provinces.Therefore,the path of media integration in Shanghai's district-level news centers has its uniqueness.It is impossible to reinforce the integration mode of prefecture-level and city-level news media.It needs to consider its own conditions and characteristics,innovative ways and means to walk out of the Shanghai-level news center.Your own development path.This paper summarizes the experiences of local and media at the level of exploration and practice media integration,expounds the characteristics of the system and products in the media integration of the Shanghai district-level news center,and studies the Shanghai district-level news through the use of swot analysis.In the process of media integration,the center compared with the superior media,and analyzed the problems that need to be faced in the rational use of its own advantages and the construction of the all-media editing platform.Combining the classic long tail theory in economics with the mode of media integration,this paper constructs a media fusion development path based on news clue collection,news content production,audience demand expansion and platform terminal integration.By studying the relevant theories of business process optimization,the business process of the all-media editing platform of the Shanghai district-level news center was optimized,which effectively improved the quality,efficiency,pertinence and diversity of news communication.It enriched the relevant theories of the Shanghai district-level news center on the institutional mechanism innovation,the change of news acquisition and thinking,and the construction of the whole media talent team in the media integration path.After detailed analysis,it gave positive and feasible solutions and suggestions. |
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