Media convergence meets three major difficulties Internet thinking creates new mainstream media

Now many people can not read the newspapers for a month and not watch TV for ten days, but they can not watch mobile phones for a day. People tend to use a mobile phone to achieve all the information acquisition, communication and dissemination functions. It is an indisputable fact that emerging media have become the main channel for people, especially young people, to obtain information. The spread of traditional media has been severely squeezed, and it has faced severe challenges in terms of influence and audience.

In the new media environment, accelerating the integration and development of traditional media and emerging media is an urgent task for consolidating and expanding the mainstream ideas. Recently, during the bi-weekly consultation meeting of the Chinese People's Political Consultative Conference, the committee members discussed around the “convergence of the development of traditional media and emerging media”. They believed that the current media integration development in China has achieved remarkable results, but in terms of concepts, mechanisms, and technologies There are still many problems that need to be solved in terms of strength and talent protection.



Media integration relates to mainstream media reconstruction

In recent years, in some public opinion hotspots, radical and erroneous remarks have become popular on the Internet and disrupted people's thinking. The mainstream voice in traditional media has been submerged in the flood of Internet.

According to Peng Bo, deputy director of the Internet Information Office of the State, media integration is not only a solution to the problems of the survival and development of traditional media, but also lies in firmly grasping the right of initiative and discourse of public opinions, and making the content of information that expresses the national discourse correct on the Internet. Stay on top and play a leading role.

Peng Bo further pointed out that it is necessary to boldly explore and create a new batch of mainstream media with various forms, advanced methods, and competitive capabilities. Not only do news and information service providers, but also strive to become integrated information service providers, new media investors, and promote the media. Convergence transforms from "physical reactions" to "chemical reactions."

However, the National Committee of the Chinese People's Political Consultative Conference, the former deputy editor of the People's Daily, and the chairman of the People's Daily, Marley, pointed out that at present all media are doing “incremental”: set up a department, run a website, open a microblog, and wear a The outerwear of the Internet shifts traditional media content to new media platforms, but the traditional business and new media business are “two skins”.

In seizing the power of discourse in the new media communication landscape, news media content produced by traditional media is not accepted by netizens. Many traditional media websites, Weibo, and WeChat have limited hits, and even fall into the realm of self-talk and self-entertainment.

“Traditional media must adapt to the spread of new voices in the Internet era. In the process of media convergence, the traditional media’s clients no longer passively accept information, but instead have become more 'clear' in the Internet era with more options, initiatives and voices. "The individual's" said Zhou Tao, a member of the National Committee of the Chinese People's Political Consultative Conference and deputy director of the Central Television's large-scale program center.

Cui Xiexue, a member of the National Committee of the Chinese People's Political Consultative Conference and Party Secretary of the All-China Journalists Association, believes that if mainstream values ​​are to take a leading role in the spread of new media, traditional media cannot just “Goethe” not “speak virtue,” and they will have to run for problems and respond to the public. The issue of concern, at the same time, can be recaptured in a way that people love to see in the Internet era.


Media integration is experiencing three major difficulties

In the process of media integration and development, the lack of Internet thinking, rigid institutional mechanisms, and lack of copyright protection are the three major difficulties that the committee members have expressed.

Over the years, traditional media have continually tried to enter new media. There have been two modes: one is the transplantation mode, ie, the original content is transplanted to the website; the other is the grafting mode, the era of mobile Internet, and the traditional media has grafted the content into commerce. Portals provided by the portal, such as Weibo and Wechat, have led to the dissemination channels, influence, and discourse power of traditional media controlled by search companies and instant messaging companies.

However, neither of these modes was successful. For many members, this is due to the lack of Internet thinking. From the dissemination of content to the “two skins” management model, the traditional media did not really change the concept, using the Internet to create a brand new fusion of new media. They overemphasize the traditional media's leading role in media integration, and use traditional media management methods to act on new media, naturally it is difficult to emerge in fiercely competitive emerging media.

Chen Xiaochuan, member of the National Committee of the Chinese People's Political Consultative Conference and former director of the China Youth Daily, suggested that the integration of new media should be sponsored by relatively young journalists with strong professional abilities who are in line with the party and the national race, and they should set a similar salary to the portal. , Using the Internet to form a truly influential new media for contemporary youth.

The problem of rigid institutional mechanisms in the development of media integration has also been criticized. Taking the talent incentive system as an example, most of the traditional media relies on seniority, lacking more incentive mechanisms for the acquisition and editing of key personnel. Facing the temptation of several times the amount of existing wages emerging from the emerging media, some traditional media's acquisition and editing operations have frequently lost their backbones. The salaries paid by traditional media are also difficult to introduce new media technologies and management talents needed to develop new media.

Inadequate copyright protection is another obstacle in the development of media convergence. In the process of media integration and development, traditional media can hardly become a rising star in the Internet era if copyright protection is not strengthened. Nie Zhenning, former chairman of the National Committee of the Chinese People's Political Consultative Conference and China Publishing Group, pointed out that the excessively low amount of compensation and necessary litigation costs have generally led to many media and individuals who have been infringed on their inability to pass judicial proceedings to safeguard their rights, virtually infringing the infringement.


Take measures to promote the development of media integration

Promoting the integration and development of traditional media and emerging media, changing the concept is a prerequisite, nurturing technology is a support, and improving the system is a guarantee.

The impact of the new media's business model and disruptive technology development on media communication is enormous. Xu Xiaolan, member of the National Committee of the Chinese People's Political Consultative Conference and secretary general of the China Electronics Association, suggested that relevant national ministries should study and formulate the top-level design of new media as soon as possible, increase input, and strengthen research on mechanisms for resource integration and technology platform sharing.

Perfecting the system is the guarantee for solving the problem of "Fusion for Continuation." Marley pointed out that traditional media must adapt to the trend of mobilization, socialization, videoization, interaction, and customization of information dissemination, reform and adjust the original organizational structure, reengineer the editing and editing process, and establish the overall structure of the entire media content production process. In the development of integration, traditional media must also have market awareness, focus on market development, and cultivate market operations capabilities.

The National Committee of the Chinese People's Political Consultative Conference, the deputy director of the National Committee of the Political Consultative Committee of the Chinese People's Political Consultative Conference, and former President of the Xinhua News Agency, Li Congjun, proposed that the media should be integrated into the development of leading products as breakthrough points and joint points. For example, the "Central Kitchen" fusion reporting model launched by the People's Daily at the two national conferences this year was widely acclaimed.

In response to the problem of talent incentives in media integration, Li Dongdong, member of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the former General Administration of Press and Publication, and president of the China News Culture Promotion Association, proposed that he can draw on the state’s incentive policy for scientific and technological talents to encourage equity in media talents. Or learn from the practices of media groups such as Sichuan Press to establish chief reporters and chief editors, and their salaries and political benefits can reach or even exceed the level of the group leaders.

Qi Xiangdong, president of Qihoo 360 Technology Co., Ltd. suggested that based on the copyright protection of news content, traditional media establish an independent "voice" channel, and use Internet technology to establish a "cloud media" platform for traditional media stationed and produced entirely in their own right. Mobile client. The traditional media stationed in the city divided the advertising revenue according to the click-through rate and realized the use of internet thinking to create a truly integrated new media.

Links: Promoting Media Integration, National CPPCC in Action

In August 2014, the Fourth Meeting of the Central Deepening Reform Leading Group reviewed and adopted the Guiding Opinions on Promoting the Convergence and Development of Traditional Media and New Media. Later, the National Committee of the Chinese People's Political Consultative Conference listed the promotion of the integration and development of traditional media and emerging media as a major item of consultation in 2015. The preparatory work for the organization of the research and the bi-weekly consultation symposium was undertaken by the Committee on Education, Science, Culture and Health.

In 2014, members of the press and publishing industry conducted field surveys in Shanghai, Hubei, Guangdong, and Beijing around this theme.

During the Plenary Session of the CPPCC in 2015, Commissioner Li Dongdong made a speech entitled “Accelerate the Integration of Traditional Media and New Media” on behalf of members of the press and publishing industry.

In late March 2015, the research group “Promoting the integration and development of traditional media and emerging media” came to Guangxi and Sichuan to fully understand the status of different development stages in media integration.

On April 10th, 2015, the research group “Promoting the integration and development of traditional media and emerging media” came to People’s Daily to investigate the integration of traditional mainstream media.

On May 7th, 2015, the National Committee of the Chinese People's Political Consultative Conference held a bi-weekly round-table discussion meeting on “to promote the integration and development of traditional media and emerging media”.

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