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中国媒体融合发展现状.2014~2015

THE CURRENT DEVELOPENTAL SITUATION OF CHINA MEDIA CONVERGENCE(2014-2015)

传播媒介 发展 研究报告 中国 2014~2015

2015-12-01

978-7-5161-7104-2

9次

80页

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内容简介

The New Media Research Center of the Chinese Academy of Social Sciences takes the fundamental purpose of studying the law of new media communication, promoting the orderly development of new media in China, and improving the ability of national governance and application of new media. As a national professional institution for new media research, the center will also strive to become a platform and window for international academic exchanges, and expand China's comprehensive influence in the field of international new media research through corresponding academic activities. Under the leadership of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, the Center carries out various academic activities in accordance with the regulations on the management of national associations and the relevant regulations of the Chinese Academy of Social Sciences. Tang Xujun, Director of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, Editor-in-Chief of the Blue Book of China's New Media Development Report; Huang Chuxin, Director of the Journalism Research Office of the Institute of Journalism and Communication, Chinese Academy of Social Sciences, Deputy Editor of the Blue Book of China's New Media Development Report; Wang Dan is a master's student in the Department of Journalism and Communication, Graduate School of the Chinese Academy of Social Sciences. Abstract: Since the Central Leading Group for Comprehensively Deepening Reform adopted the Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media in 2014, China's media integration development has entered a new stage of deepening. Media integration is not only the general trend of the transformation of global traditional media in the new media environment, but also the planning needs of China's national strategy, and the inevitable result of the dual thrust of technology and market. Under the rapid development of new communication technology, the media development pattern and media order have undergone major changes, and the audience's reading habits and information acquisition methods have undergone profound changes. Traditional media with newspapers, periodicals, radio and television as the main body are facing an existential crisis, and new media represented by Weibo, WeChat and news clients are developing rapidly. Therefore, the integration and development of traditional media and new media is conducive to giving full play to the advantages of traditional media content production and the technical advantages of new media, and maximizing the benefit effect. In the past year, China's media have carried out new explorations and new attempts on the road of integrated development, such as strategic transformation planning, media e-commerce development, integration and restructuring of media organizations, and multi-channel capital integration, and achieved certain results. In the future, the field of mobile Internet and intelligent IoT will become the main battlefield for the development of media integration, and innovating traditional systems and mechanisms, updating traditional news communication concepts, and reconstructing business models will become the focus and difficulties of media integration. Keywords: media convergence national strategy media e-commerce cross-border cooperation institutional innovation Abstract: Media convergence is an irresistible trend for global traditional media's transformation in the era of new media, and also an inevitable consequence resulted from both technological and marketing dynamics. Under the rapid development of new communicational technologies,China’s media development structure,media order,as well as audiences’reading habits and information acquiring methods, have been undergoing profound changes. Traditional media,e.g.the press,radio and television broadcasting,are struggling in survival crisis. New media,such as Weibo(microblog),Wechat and news Apps,are developing rapidly. The convergence of traditional and new media will help to combine traditional media’s strength in content production and new media’s strength in technology,which,consequently,will maximize the interests of both sides. In August 2014,the central leading group for deepening overall reform headed by President Xi Jinping,adopted a guideline establishing media convergence as a national strategy. From then on,China’s media convergence has entered a new phase of deepening development. China’s media industry has explored strategic transformation planning,e - business developing,organizational reintegrating,multi - channeled capital merging and other new ways to achieve convergence,and has gained some positive results. In future,the Mobile Internet and the Intelligent Internet of Things will be the battlefield for media convergent development,whose focuses and difficulties lie in the innovation of traditional media institutions and mechanisms,the renovation of traditional media communication ideologies,and the reconstruction of media business models. Keywords: Media Convergence, National strategy, Media e - business, Crossover Collaboration, Systemic and mechanism innovation In August 2014, the fourth meeting of the Central Leading Group for Comprehensively Deepening Reform deliberated and adopted the "Guiding Opinions on Promoting the Integrated Development of Traditional Media and Emerging Media" , put forward that "we should focus on building a number of new mainstream media with diverse forms, advanced means and competitiveness, build several new media groups with strong strength, communication power, credibility and influence, and form a three-dimensional and diversified modern communication system with integrated development". Over the past year, media integration has been deepening. The integration and transformation of traditional media has accelerated, the audience market has become increasingly segmented, new media products have continued to emerge, and cross-border cooperation has been accelerating. Media convergence moves forward in continuous exploration and innovation.(AI翻译)

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