From 'Technology Convergence' To 'Value Convergence'

Since 2014,media convergence has risen to the level of national development strategies.The discussion focuses on technology convergence and industrial convergence.However,more and more scholars have critical ideas recently.On one hand,when the technology bonus comes to an end,the media should pursue a higher level of convergence;on the other hand,tangible convergence is certainly the external performance of media convergence,but we cannot ignore those ‘invisible' convergence either.Caixin has been rated as ‘Most Valuable Website' for many times,which means its development logic has shifted to ‘value convergence'.This article believes that the connotation of value convergence is equal dialogue,value consensus and two-way value-added,which can play a role in improving communication power,extending the industrial chain and promoting humanized convergence.Based on this,Caixin has got a number of loyal users that have a higher social status,stronger economic strength and support the values of Caixin.Caixin then completed the ‘deep empowerment'.Therefore,this article summarizes the development model of Caixin as ‘Technological Convergence—Value Co-creation—Deep Empowerment': In the first half of the game,technology convergence provides technical support for Caixin's media matrix.In the second half,Caixin empowered its ‘content ecosystem' and ‘service ecosystem'through value co-created.Therefore,Caixin presents a highly integrated value ‘representation' to the outside.Finally,this article attempts to put forward the perspective of value convergence to be a ‘cultural landscape' of the media convergence of our country.