Research On Two-way Integration Of Traditional Media And Internet Commercial Media

Since the 21st century,the rapid development of the Internet has brought profound changes to the news and communication industry.Subversive changes in communication mode,content production and communication platform brought about by the vigorous development of the Internet have greatly lowered the communication threshold and deconstructed the monopoly of traditional media on information communication ability and power to a certain extent.In order to achieve sound development in the Internet communication environment,traditional media has embarked on the road of integration and transformation.At the same time,Internet commercial media has developed rapidly and become a new force of communication change.However,the brutal development of Internet commercial media driven by capital and market has also brought a series of negative effects,such as the randomness of communication and the lack of humanistic value,which have led to many negative evaluations.Under this background,traditional media and Internet commercial media have carried out all-round,multi-level and two-way integration development practice for their own internal needs.Media convergence has developed two different convergence paths.First,traditional media use Internet technology to build network media modules and independently develop new network media;Second,with the continuous advancement of media integration,traditional media and Internet commercial media are deeply integrated.The organic integration of media form,communication technology,human resources,operation management and other factors between the two is not only intended to help the integration and transformation of traditional media,but also to promote the healthy and sustainable development of Internet commercial media.However,in the previous research on media convergence,it was emphasized that the traditional media would move closer to the new media in one direction.This paper focuses on the two-way integration development,and tries to provide beneficial enlightenment for the integration development of traditional media through the discussion of two-way integration.This paper takes media integration as the research framework and studies from the perspective of two-way integration.First,review the development of traditional media and Internet commercial media,explain the concept and current situation of two-way integration,and define the research object.Secondly,the typical integration cases of two-way integration in different periods are analyzed by dividing the portal website period,the two micro-end period and the second half of the Internet period,so as to provide data support for the followup research.Thirdly,according to the case analysis in the second chapter,it interprets the foundation and motivation of two-way integration.The fourth is to analyze the two-way fusion logic.Fifth,summarize the problems existing in the two-way integration of traditional media and Internet commercial media,and look forward to the strategies and trends of the integration of traditional media from the perspective of two-way integration.This paper mainly uses literature analysis,case analysis and chart data statistics,starting with the analysis of specific cases,studies and analyzes the foundation,dynamic factors and internal logic of the two-way integration of traditional media and Internet commercial media,and draws the following conclusions:First,there have been mature cases in the period of two-way integration from the portal website.The motivation and foundation of the integration of Internet commercial media into traditional media are clear,and the logic is clear.There are some successful cases such as Tencent Regional Portal Website,bilibili Mainstreaming and Ali-Xinhua Zhiyun.Second,with the continuous development of Internet technology,two-way integration develops in depth,and gradually develops from simple content integration to capital merger and financing,technical cooperation and development,etc.,showing the increasingly close connection between traditional media and Internet commercial media.Three-way integration is unbalanced and traditional media is relatively passive.In the process of two-way integration,the win-win cooperation and complementary advantages between traditional media and Internet business platform media are ideal.However,in the practice of integration,the imbalance of power appears due to the imbalance of capital and key technologies between the two parties.Fourth,relying on its technological advantages and flexibility of capital,Internet commercial media has mastered the initiative of platform information distribution and data collection,strengthened the control of Internet commercial media on the public discourse right on the Internet,and easily led to the ideological crisis of capital controlling public opinion.Fifth,based on the analysis of two-way integration,traditional media should strive for the dominant position according to the changes and development of the times,and build a new Internet communication pattern dominated by traditional media;At the same time,looking forward to the trend of two-way integration,the two-way integration of traditional media and Internet commercial media will also change from physical integration to chemical integration,and finally form the gene integration embedded in the core of Internet platform.All in all,the research on bidirectional integration in this paper is innovative and meaningful.First,this paper focuses on the two-way media integration,especially the lack of relevant research on Internet commercial media actively seeking integration from traditional media,which provides a new perspective for examining media integration;Secondly,in the concrete analysis,it deeply analyzes the integration basis,power and logic of Internet commercial media,and puts forward that it is necessary to be alert to the flexible Internet commercial media’s attempt to control public opinion trend with capital;Thirdly,it puts forward a corresponding prospect for the trend of traditional media integration.Finally,traditional media should realize gene integration embedded in the core of Internet platform,and penetrate into all aspects of users’ lives in the form of platform core.