| The General Office of the CPC Central Committee and the General Office of the State Council issued the Opinions on Accelerating the Development and Deep Convergence of Media in September 2020,requiring traditional media and new media to accelerate the pace of convergence in terms of systems and mechanisms,policies and measures,process management,talents and technologies.Changsha Evening News is a prefecture-level party newspaper that has stood out in the early competition of media convergence.Its deep convergence features are obvious and its experience is helpful for the media industry,but still there are many problems.These problems exist widely in other prefecture-level party newspapers,reflecting common challenges in promoting deep media convergence.In this context,this study chooses to have an in-depth case study of Changsha Evening News,discusses its prominent features of deep convergence,the problems in the process of deep convergence and their causes,and puts forward corresponding solutions,in order to find a way for prefecture-level party newspapers to have deeper media convergence.This study is divided into four chapters.The first chapter uses literature analysis to sort out the studies related to media convergence,deep convergence and local mainstream media,and introduces the research background,current situation and significance.The second chapter discusses four basic logics of the prefecture-level party newspaper media to further deepen convergence,namely,the market logic,the technical logic,the political logic and the capital logic.The third chapter mainly explores the basic characteristics of deep media convergence of Changsha Evening News from three dimensions: platform construction,content production and,operation management.The research shows that Changsha Evening News takes news application as the core in platform construction to promote media brand upgrading.In terms of content production,it focuses on building a “central kitchen” with innovative media products.In terms of operation management,it integrates news,government affairs,and services to extend the value chain of its major business.The fourth chapter discusses the problems that Changsha Evening News faces in the process of promoting deep convergence and proposes possible solutions.The research points out that the prominent problems in the deep convergence process of Changsha Evening News include insufficient technological development,unbalanced channel operation,high operating cost,and the lack of making profits on new media.In order to solve these problems,we should work on intelligent content production,professional online operation,platform of mainstream media,expansion of profit model,and flat organizational structure in the future.Finally,the paper summarizes the enlightenment of deep convergence of Changsha Evening News to other prefecture-level party newspapers. |
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