Research On The Construction Of "Platform Media" Of Traditional Mainstream Media

Under the pattern of Omnimedia communication,traditional mainstream media are facing some communication difficulties such as "channel failure" and "insufficient user influence".The guiding power of social public opinion and information transmission power of mainstream media are facing more challenges from different fields.The construction of "Platform Media" has become a new exploration for traditional mainstream media to break through the current bottleneck.In September 2020,the General Office of the CPC Central Committee and the General Office of the State Council issued “Opinions on Accelerating the Deep Integration of Media Development”,and made the latest deployment to accelerate the implementation process of the media convergence strategy.The transformation of traditional mainstream media into "New mainstream media" ushered in an important period of policy opportunities.At the same time,with the vigorous development of 5G,artificial intelligence,big data,cloud computing,blockchain and other new media technologies,the direction of promoting the deep integration of Internet platform and media,and constructing "Platform Media" is becoming more significant.Since the concept of "Platform Media" was introduced into China,the field of journalism and communication and the media industry has conducted of theoretical research and practical exploration on this concept and achieved initial results.This dissertation is based on the Communication ecological theory,the Gatekeeper theory,and Use and gratifications theory.Some typical practices of "Platform Media" construction are selected to study the construction path of "Platform Media" of traditional mainstream media,which are “Jiyun · Fusion Media Platform”,“Changjiang Cloud Mobile Government New Media Platform”,and “Internet hub media group” of Zhejiang Daily Press Group respectively.This dissertation is divided into six parts.This dissertation expounds systematically the core concept and characteristics of "Platform Media",and analyzes the problems existing in the construction of "Platform Media" by traditional mainstream media.It involves five aspects,such as the concept cognition of "platform-based media" and the Internet thinking of media.The content involves five aspects,such as the concept cognition of "Platform Media" and the Internet thinking of media.The foundation of the the main chaptersis of this dissertation is that the theoretical support and practice are insufficient.Based on the highlights of typical media construction platforms,this dissertation analyzes the construction path of "Platform Media" of traditional mainstream media from the two dimensions of "content platform" and "channel platform".The last part summarizes and sublimates the theory.This chapter puts forward the development path model diagram of "Platform Media" of traditional mainstream media,summarizes the research inadequacies and looks forward to the future development trend.This dissertation combs and analyses the typical practices of some domestic mainstream media in constructing "Platform Media" by combining the theories of journalism and communication and the academic characteristics of "platform-based media".The researcher hope to enrich new research results for traditional mainstream media to build media platforms and enhance the discourse power of network public opinion by exploring the general rules of constructing "Platform Media".