Media convergence is put forward under the background that traditional media and new media are moving from confrontation to integration and dependence. It reflects the deep-seated trend and inevitability of social development, and its proposal will inevitably have an important impact on the whole society. The blueprint of media integration and the diversity of media integration Nicholas, founder of MIT Media Lab? In his book Media Lab: Creating the Future at MIT, Negroponte described the blueprint of "media convergence". Negroponte described the technical boundary of computer, printing and broadcasting with three circles, and thought that the intersection of the three circles would become the fastest-growing and most innovative field, and the three circles showed a trend of superposition and overlapping. He believes that media convergence is based on the integration of computer technology and network technology, using a terminal and network to transmit digital information, bringing interchangeability and interconnection between different media. Before the popularization of network technology, Negroponte put forward his own idea of media integration in a prescient way, but he did not strictly demonstrate the internal O and extension of media integration, nor did he involve the level and diversification of media integration. Since 1990s, with the rapid development of digital technology, communication technology and computer technology, the boundaries between many industries supported by digital technology are moving from clear to fuzzy. It is this great change that has promoted the mutual penetration and integration of information, telecommunications, culture, entertainment, media, publishing, finance, securities and many other industries, and formed a large-scale wave of mergers and acquisitions around the world, and diversification has become the development strategy of large companies. At the same time, structural changes have taken place in the way of resource allocation and integration, and many new formats have emerged, forming new economic growth points, and directly changing the traditional industrial structure to conform to the development trend of blurred industry boundaries. From 65438 to 0994, new york Finance reported that when AOL and San Jose Mercury jointly launched the electronic service of Mercury Center News, they used the title of "One Media Convergence". In the same year, Harvard Business School held the world's first academic forum on industrial integration, namely "Conflict World: Computers, Telecommunications and Consumer Electronics". In addition to academia, participants also included well-known computer machine or chip manufacturing companies such as Compaq and Intel, as well as personnel from related industries such as software, consumer electronics and information services. This indicates that media convergence has become an influential topic in the world. 1996, the federal government of the United States promulgated the 1996 Telecommunications Act. The bill unified the legislative management of telecommunications and media, and triggered cross mergers and acquisitions and industrial restructuring of telecommunications, electronics, media and cultural enterprises. 1In June 1997, an academic seminar entitled "Bridging the gap between digital technology and regulatory paradigm" was held in Berkeley, California, and industrial integration and related regulatory policies were discussed. The convening of this conference shows that media integration, as a social phenomenon, has attracted the attention of government departments. From 65438 to 0997, the Green Paper issued by the European Council held that industrial integration refers to "industrial alliance and merger, coincidence of technology network platform and market", and regarded media industry integration as a powerful engine to promote employment and growth under new conditions, which undoubtedly extended the media industry integration to the whole information market and even catalyzed the future world economic integration. From 65438 to 0997, American scholars greenstein and Kana pointed out that the integration of computer, communication, broadcasting and television industries was the contraction or disappearance of industrial boundaries to adapt to industrial growth. From 65438 to 0998, Honore and Okey constructed a theoretical analysis framework of media convergence, thus revealing the process of media information service integration such as telecommunications and broadcasting. They pointed out that the transition from dedicated platform to non-dedicated platform and from low bandwidth demand to high bandwidth demand basically reflected the direction of media industry integration. In 2000, Raghuram pointed out that industrial convergence basically refers to the phenomenon that digital technology allows traditional and new communication services (whether voice, data or pictures) to be transmitted simultaneously through many different networks. In the same year, Australian Industrial Convergence Review pointed out that convergence is the structural adjustment of service industry driven by digitalization. The essence of this adjustment is the transformation of the two service delivery structure models. The traditional model is mainly based on simulation and physical technology, characterized by large-scale production, focusing on the domestic market, with horizontal and vertical connections as the overall structure; The new service delivery model uses digital programming network to promote the vertical distribution between the services seen by users and potential delivery platforms. This model focuses on customer needs and pays attention to the international market. 2000, Thomas? Baldwin, Steven? Mcavoy, Charles? In the book "Great Convergence-Integrated Media Information and Communication" co-authored by stanfield and other three scholars, it is pointed out that the telecom industry, cable TV industry, broadcasting industry and computer industry used to go their own way, but now they are merged together under the guidance of broadband technology and policies, resulting in an "integrated broadband system". Therefore, with better technical support, media convergence will be carried out in a wider range of fields. The prelude of media convergence and industrial revolution On June 65438+1October 10, 2000, AOL, the world's largest Internet service company, and time warner Inc., the world's largest media company, announced their merger. The merged AOL-time warner Inc Inc. has become a world giant integrating media, entertainment and communication, with a market value of $350 billion, annual sales of $30 billion and a transaction volume of $654.38+08.4 billion. This "match made in heaven" represents the integration of traditional media industry and network industry, and it has also become a landmark event of the integration and development of international media industry, which has opened the prelude to the integration and industrial revolution of media industry, which will be all-round, cross-industry, deep-seated and beyond national boundaries. 200 1 Masu Uekusa, a Japanese scholar, after studying the industrial integration of information and communication industry, defined the industrial integration of media industry as reducing barriers between industries and strengthening competition and cooperation among enterprises in various industries through technological innovation and relaxation of restrictions. He believed that the industrial integration of media industry not only appeared in information and communication industry, but also accelerated the industrial integration of finance, energy industry and transportation industry. Due to industrial integration, the organizational forms between enterprises and within enterprises have changed accordingly, and enterprise mergers and acquisitions, process reengineering, strategic alliances and virtual enterprises have gradually become the mainstream of modern enterprise organizational forms. As he predicted, in recent years, media convergence is not limited to these four industrial fields. In the manufacturing industry, industrial integration has also been further developed, and media integration has promoted the wave of industrial revolution. The ultimate goal of media integration is to realize the medialization of society. In 1997, the European Union boldly foresees the development trend of media convergence, and puts forward that "the integration of the three major industries of telecommunications, broadcasting and publishing is not only a technical problem, but also a new way involving services, business models and even the whole social operation". Media convergence is an evolutionary process based on digital technology, network technology, network storage technology and other media technologies, guided by the change of audience demand, breaking the overall edge of the traditional media industry, highlighting the unique communication advantages of personalized media and achieving three-dimensional communication effects. Its ultimate goal is to realize the media of society. As a hot issue in the early days of the formation of the information society, the proposal of media convergence indicates that the media industry is facing an unprecedented change from the material and spiritual levels. On the one hand, it promotes the redefinition of O and denotation within the media industry, on the other hand, it enhances the social status and social influence of the media industry again.