Research On The Transformation Of My Country's Traditional Newspaper Industry Under The Background Of Integrated Media

Under the background of media integration,the superiority of new media can make individuals become the disseminators of information.At the same time,new media technology makes information easy to get.People can get information anytime and anywhere through new media platforms such as mobile clients,change people's reading habits,broaden information channels,provide multiple information,improve interaction frequency,and strengthen people's main position in information dissemination.With the great changes of media ecological environment,traditional newspaper groups in China are also facing unprecedented challenges.The reduction of advertising,the unclear profit pattern and the decline of the audience's viscosity have made it difficult.In order to meet the challenges actively and abide by the guidelines and policies put forward by general secretary Xi Jinping,the traditional media began to contact new media technology and tried to maintain their core competitiveness through transformation.Media transformation has become a new form of media communication in China.In the exploration and practice of many paper media transformation and newspaper network integration,Shanghai newspaper group has distinct originality in the application of new media and content pursuit,which plays an important role in the exploration of traditional newspaper transformation in China.The author studies the success of the transformation exploration from three aspects: the current situation,the background of development and the prospect of development,as well as the innovation performance and influence in the transformation process of Shanghai newspaper group through specific interview and questionnaire interview.At the same time,the paper summarizes the successful experience of Shanghai newspaper group transformation through data analysis and induction,and analyzes the opportunities and challenges in its development process.Starting from the successful point of Shanghai newspaper group,this paper puts forward constructive strategies and suggestions for the transformation of China's traditional newspaper group,and points out the direction for the transformation of China's newspaper group.