Media and human society are developing vigorously, and constantly changing and evolving with the development and progress of human society. The transformation of media communication technology provides a solid material foundation and development space for the arrival of the "new media era". With the support of multimedia computer and Internet technology, new media communication forms such as network culture, blog culture, IPTV technology, ASCII art, mobile phone communication, BBS, Cyberpunk, Weibo, Witkey culture, etc. emerge in an endless stream, accelerating the pace of social structure adjustment and transformation. In particular, the sudden emergence of Weibo has built a "micro-propagation era" with a new form of "fragment chain". In this era of micro-communication characterized by "cross-border", "mashup", "fragmentation", "personalization" and "openness", the training path of new media talents needs to be changed and improved urgently to avoid the state of "stagnation", "stagnation" and "derailment", change the training mode of new media talents, and strive to open up new ideas and new directions for innovative media talents training.

First, "micro-content": the symptoms of the times in the cultivation of new media talents

With the rapid development of economy, the pace of people's life is accelerating. Under the condition of "high pressure", we have no time to read a huge amount of information, so we have to break these "heavy" information and read them one by one. Massive information is presented to us in a scattered and fragmented state, which improves the efficiency of our understanding, perception and reading of information. Wikipedia, Q&A, interactive forum, Weibo and other media communication forms interpret the cultural characteristics of fragmentation, and show the cultural communication context, cultural representation and symptoms of the times of micro-content in a panoramic way.

Micro-content is the creative product of digitalization of network technology in Web2.0 era, and it is any data uploaded to the Internet by Internet users. The rise of Weibo highlights the extremely powerful communication effect of "micro-content". During the Expo, Yili Company effectively spread its public welfare marketing concept of "green industrial chain" through Weibo. Micro-content seems to be "fragile", but its timeliness and convenience are incomparable to traditional mass media. By gathering, sharing, spreading, migrating and integrating micro-content, new media can gather into rich, personalized, fashionable and trendy "media resources".

At present, the development of digital media industry in China has not kept up with the pace of science and technology, especially the shortage of digital new media talents has become the weakness of media development. Take Shanghai as an example. "There are nearly 30 colleges and universities in Shanghai offering digital media-related majors. There are more than 3,000 graduates in Shanghai every year, but the graduates trained by colleges and universities are out of touch with the actual talent demand. Many enterprises report that students who have just left school, whether in experience or skills, are far from the needs of enterprises. It takes at least three to six months of training to get started. " [1] In the era of "micro-content" communication, "digital existence" has built a new meaning in the world. The cultivation of new media talents must renew ideas and keep pace with the times to meet the needs of journalists in the digital age.

Second, "Speciality" and "Multiplicity": the skill demand for cultivating new media talents

An important feature of new media is its fast communication speed, which requires new media talents to have high professional quality and be able to complete the production, control and dissemination of news information in a short time. In the era of "media integration", the integration of traditional media and new formats represents the arrival of "multi-level" and "three-dimensional" media forms, and the knowledge structure of media talents needs three-dimensional and hierarchical sense, that is, compound talents.

The "specialty" of cultivating new media talents is mainly reflected in the perfect combination of news communication theory and new media technology, creating valuable news works and meeting the information needs of the public. From the school's point of view, the school should renew its concept, break the traditional teaching situation of chalk and blackboard, make full use of the digitalization and networking of new media technology, and strive to create "new media technology space teaching". For example, in the process of news interview, news cases are displayed with slides to increase the sense of scene, stimulate students' desire for writing, and build an overview of the interview in students' psychology. From the students' point of view, mastering the manipulation and application of new media technology can activate media cells in news scenes, production spaces and other occasions and improve the efficiency of information dissemination. "Mastering advanced new media technology is not only to enter the field of new media knowledge, but also to make better use of new media technology as a tool to enter the new world of acquiring broader knowledge." [2]

"Relying on the Internet, people's learning style is more free and convenient, not limited by time and place; Based on the massive information resources of the network, people's learning content can be chosen at will, not limited by language and knowledge depth; Based on the interactivity of new media, students and students, students and teachers can exchange information, consult knowledge and record experiences through e-mail, MSN, personal websites, blogs and so on. , not limited by the topic of discussion. " [3] The new characteristics of new media require that the training of new media talents should be not only "specialized" but also more. To become a compound talent, you must see and listen in all directions. The revolution of learning style will inevitably bring innovation in the training mode of new media talents, with more comprehensive knowledge structure and broader thinking. While laying a good professional foundation, we should broaden the learning channels and change the new thinking of learning, "improve the effect and speed of communication, reduce the labor cost of the media and enhance the competitiveness of the media." [4]

The talents trained by new media should not only have knowledge of journalism and communication, but also have knowledge of psychology, advertising, economics, marketing and so on, and treat journalism and communication with a comprehensive and developing perspective. In the era of digital media technology, the cultivation of new media talents is to cultivate talents who can integrate various media. In the era of micro-communication, the technical training requirement of "one specialty and many functions" has become an essential quality and basic function of media talents. Nowadays, the development of new media technology has promoted the process of media convergence. In the new era of media convergence, the boundaries of media forms tend to melt, and TV, mobile phones, Internet and other media forms are intertwined. "In Asia and Europe, more and more people use flashlights and other software to transmit video, audio and text files at high speed through their mobile phones, which has changed the mode of news dissemination. People will use this method more because this is a mobile society. The cultivation of new media talents should seek survival and development in the media transformation. The professional quality of talents is far from meeting the requirements of the "unpredictable" times. Only by creating compound and cross-border media talents can we be unique in the change.

Openness and Innovation: Creative Thinking in the Cultivation of New Media Talents

With its unique advantages of openness, interactivity, immediacy, popularity and multimedia, new media has brought great challenges and opportunities to traditional media, and at the same time influenced the concept of talent training in traditional media. Traditional media education, due to its strict selection system and standardized selection methods, makes the innovation of media talents insufficient, resulting in mutual reference and collage of news works. The standardized training mode can no longer meet the talent training needs of digital new media technology, and openness and innovation have become the call of media talent training in the micro-communication era.

New media can integrate many kinds of media, and its inclusive characteristics require new media talents to have an open mind. The value of new media lies in the dissemination of objective news knowledge and innovative ways of thinking to a wide audience. New media education starts from the media environment of content innovation, communication mode innovation, feedback mode innovation, communication thinking innovation and communication technology innovation, so we must attach importance to the cultivation of creative thinking. New media education is no longer a simple knowledge inheritance, but more about using knowledge to carry out creative thinking, focusing on cultivating students' innovative spirit and creative thinking and ability, being good at mastering and integrating knowledge structure, using existing knowledge to expand thinking, and completing research and practical media activities in order to obtain higher spiritual chips to cope with the change and development of the media.