Game And Reshaping: Reshaping The Public Opinion Field Of Mainstream Media Under The Background Of Media Integration

With the rapid development of the Internet today,the traditional media has come to save itself.Although "media convergence" has been put forward for a long time,traditional media often conduct convergence transformation with a kind of stubborn and self-centered thinking.The lack of logical thinking of network communication has become a major obstacle for mainstream media to change from traditional media to new media.By examining the rise and development of the platform press which has the most Internet communication thinking,we can see the underlying operating logic of network media.Platform press is a "high-dimensional" medium that integrates the attributes of openness,activation,integration,and service.It broke the elite centralization of communication and became the most popular mainstream media.It is the new media communication field created by this "high-dimensional" media that has won the audience.These audiences belong to the traditional mainstream media.Platform press becomes the new media public opinion field at present.It is in this context that mainstream media started the migration to platform press.This kind of "united" platform integration transformation seems to help mainstream media quickly reach the audience in a short period of time,but the mainstream media and the platform are not equal cooperative relations.From the traditional public opinion field to the new media public opinion field,what the mainstream media has lost are not only the important identity as the news transmission channel,but also the initiative as the rule maker in the news field.The entry status of platform press has become an important indicator to measure the degree of its own integration.In addition,it can better adapt to the different rules of each platform and become an "actor" to constantly fight for symbols in the field of new media.Although some mainstream media have built an influential communication matrix in the platform press and preliminarily mastered the struggle experience in the public opinion field of new media,for mainstream media that want to achieve greater communication effectiveness in the public opinion field,such dependent communication cannot help them go far.For mainstream media,both the transition from the familiar traditional media news field to the complex platform press news field and the transition from the traditional public opinion field to the new public opinion field should be regarded as a test.A test which before profound media integration.Through the test,people who work at the mainstream media organization should understand the deep logic of Internet communication.Then,they can build a new mainstream media platform which equips with four capabilities.