Research On The New Media Matrix Of Yinchuan News Media Group From The Perspective Of Media Ecology

At present,the transformation of traditional media is an inevitable trend.In the process of transformation,Yinchuan News Media Group has actively tried all kinds of new media and established a melt media center.Since 2016,we have built a new media matrix of several news brands.Among them,the new media matrix of three news brands,"Yinchuan Evening News","Yinchuan News Network" and "Yinchuan Release",jointly constructs a three-pillar new media matrix system.In this paper,the concept of media ecology and new media matrix is firstly sorted out and summarized,and the concept and law of media ecology are summarized.Starting from the theory of media ecosystem,the ecological composition of the new media matrix of Yinchuan News Media Group is analyzed,and its ecological niche is then obtained.Second,the media group in yinchuan and new media matrix of media ecology is analyzed,from the perspective of ecology and ecological within two,respectively,it is concluded that the political,economic,technological and cultural four ecological factors and outside media group components of yinchuan new media matrix of the internal motive,organization structure and competitive strategy from three aspects of the internal ecological factors.Based on this,the paper draws three ecological problems in the development of new media matrix in Yinchuan News Media Group,including the deviation of media niche,the shortcomings of media ecology and the difficulties encountered in the promotion of matrix communication power.Finally,according to the above worries,the corresponding solutions are put forward.This paper aims to play a certain role in the transformation of the media and the construction of the ecological system of Yinchuan News and Media Group,solve the existing deficiencies and problems of the new media matrix ecosystem of Yinchuan News and Media Group,and contribute some strength to the transformation of traditional media.