Research On The Development Of Ningxia Channel Of People’s Daily Online From The Perspective Of Media Ecology

Since the 1990s,China’s mainstream media began to set up the practice of portal websites,namely the central key news website,including People’s Daily.On January 1,1997,People’s Daily Online,known as the "People’s Daily Online",was officially launched.To further expand its reach,People’s Daily Online has created local channels in various provinces,strengthening ties between the central and local governments and attracting a wider audience.Up to now,the ecological pattern of People’s Net and its local channels has been relatively stable,and the specific structural problems faced by its development have been deeply explored.How to deal with the changes in the new communication pattern brought by the trend of media convergence,how to deal with the competition and cooperation relationship of local channels in the local media population,and how to break the one-way delivery of information and establish connections with audiences.Based on the discussion of the background and characteristics of the People’s Daily Online and its local channels,this research focuses on the local channels of the central key news website,from the"ornament" of traditional media to the Internet,to the "appendage" of the development of mainstream media websites,to the formation of independent media types,and gradually developing into a media ecosystem with a relatively complete system.According to the different development stages of news websites,as well as the relationship and changes of its ecological elements,this paper takes the development of People’s Daily Online and its Ningxia Channel as an example,analyzes the content of the original articles of People’s Daily Online’s Ningxia Channel,and analyzes the change and development trend of the news content of People’s Daily Online’s Ningxia Channel in the past 11 years from the five perspectives of politics,economy,culture,society and ecology.Through observation,interview and questionnaire,the paper takes the central key news websites and their local channels as an organic whole from the institutional environment,location environment,resource environment and audience environment,combines with the media development environment,compares the development of other local channels and local news websites of central media,and discusses the problems existing in Ningxia Channel of People’s Daily Online.Analyze the factors that are conducive to news production,extract the influencing factors of its development,and further explore the development suggestions of corresponding issues,and put forward strategies to support the integrated development of central key news websites.