This time, I mainly take you to know about media convergence. Media convergence is the general trend of media development in recent years. Driven by various factors, media integration has gradually deepened.
1. The concept of media integration
The earliest media convergence was 1983. At that time, Itcher Soller Poole, an American communication scholar and professor at MIT, proposed that "media convergence is the development trend of multi-functional integration of various media."
Professor Ding Baiquan of Nanjing University also put forward a definition that media convergence is the intersection and integration between new media and other related factors in many aspects.
So far, there is no unified concept of media convergence.
1. The narrow concept refers to the "fusion" of different media forms, which will lead to "qualitative change" and form new media forms, such as electronic magazines and blog news;
2. "Media convergence" in a broad sense includes the combination, convergence and even integration of all media and their related elements, including not only the integration of media forms, but also the integration of media functions, means of communication, ownership and organizational structure. It not only includes the combination of all relevant elements such as culture, system, technology and content, but also involves cross-border cooperation in many fields and industries.
3. The performance of media integration
Based on our understanding and definition of media convergence, we can further clarify the connotation and extension of media convergence, and summarize it into four levels, namely, media technology convergence, media business convergence, media ownership convergence and media government supervision convergence.
(A) media technology integration
Technical integration supported by digital and network technologies is the most essential point in all connotations of the concept of "media integration" and the basis of media integration, which can be divided into three aspects: information source integration, transmission channel integration and receiving terminal integration. Various media forms exist and technical barriers are broken.
Example: Reports of the two sessions: 5G+VR+4K
(B) Media business integration
With the innovation and integration of media technology, the behaviors and goals of various media in business practice are becoming more and more frequent, which makes the media business gradually integrated and the cross-media division of labor and cooperation of news gathering.
1. The development of integrated news: On various media platforms such as print media, radio and television media, and online media, text, pictures, audio and video are combined to form a multi-form, multi-location and multi-angle news reporting system business model.
2. Strengthen the cooperation and interaction between media and epidemic reporting, and cultivate "one expert and many talents" journalists.
Media ownership integration
Media ownership integration refers to the concentration of ownership of different media in the process of integration and merger, and on this basis, a relatively large media group is formed, so as to fully integrate media resources, reduce media operating costs, enhance information dissemination benefits, and build the overall and core competitiveness of the media to cope with the fierce competition in the domestic and foreign media markets. The integration of ownership is the integration of media actors and the highest level of media integration.
Internal Reorganization and Media Integration of Media Organizations —— Newspaper Group, Radio and Television Station
Hubei Yangtze River Yun Xin Media Co., Ltd.
(D) Media government supervision integration
Government supervision of media integration plays an important role in the process of media integration and is one of the important external environments of media integration. Active and media-oriented government supervision will contribute to the smooth development of media integration. On the contrary, it will hinder the development of media integration. The media government supervision integration includes three aspects: supervision law integration, supervision system integration and supervision behavior integration.
Other categories: 5W+ propagation process
1. Communicator: Information producers are diversified, "everyone is a reporter", and people use social media to spread information. PGC+UGC+OGC
2. Dissemination content: rich in content and diverse in forms, including pictures, audio and video; Content production is personalized and accurately customized.
3. Communication platform | channel: multi-platform news release
4. Media | Technology: Various media forms coexist and technical barriers are broken.
5. Audience: Two-way interaction in news content production.
3. The impact of media convergence
(A) the benefits of media convergence
1. benefit various media.
Various media have their own advantages and disadvantages. After being integrated with the network to a certain extent, the inherent shortcomings of specific media disappear or decrease, and the inherent advantages are highlighted or publicized;
2. Let new media forms come into being.
Compared with the previous media forms, the current media forms are more abundant, which is conducive to comprehensively showing social life and meeting the multicultural needs and modern lifestyles of the audience.
3. Release journalists' energy to a greater extent.
Get rid of some repetitive and simple work and do more in-depth content.
4. Expand the space for media innovation and news innovation.
Some unprecedented news ideas and expressions are sprouted and born in the practice of media integration.
(B) the disadvantages of media integration
1. Do not emphasize the professional expertise of journalists.
Media integration needs "a reporter who specializes in many things". Journalists should provide multiple themes and texts at the same time, so that journalists have no time and energy to spend on the exploration of themes and the deepening of reports.
2. The personality characteristics of journalists tend to weaken.
A direct result of emphasizing media integration is that news reports show more * * * and lack of individuality.
Central kitchen mode
3. Ignore the humanistic connotation of communication activities.
It is not appropriate to overemphasize the role of communication technology, so that it pays more attention to the technical level rather than the humanistic level. (Large-scale activities have become a technical competition for the media to some extent)
The media is out of position in the fierce market competition.
Media convergence makes homogeneous media and heterogeneous media compete fiercely in the market, adding new content or changing the original way.
4. Suggestions on media integration
(A) the concept needs to be changed.
Traditional media has entered the network for more than ten years, but the problem of making new media with the idea of running traditional media has not been fundamentally solved. Changing the concept of communication and strengthening internet thinking are the prerequisites for building a new media group.
(2) The construction of laws and regulations needs to be changed and improved.
In the past, the laws, regulations, policies and disciplines governing traditional media have not adapted to new media, and new problems will continue to emerge in the process of media integration, which requires management agencies to change their thinking and study and solve them.
(3) The reform of institutional mechanisms needs to be further deepened.
Although the integration of traditional media and emerging media, the reconstruction of media organizations and the reengineering of production processes have been explored for many years, there is still a long way to go with the further changes in technology and media forms and the further adjustment of media product objectives.
Unreasonable distribution of incentive mechanism, merger and integration between departments
(4) Correctly handle the relationship between media operation and news content production.
On the premise of adhering to social benefits, pursue economic benefits.
Fake news
(5) Increase capital investment and increase development momentum.
Media convergence needs technology and talents, and needs funds to support it. Many traditional media, especially local media, lack integrated development, largely because of lack of financial resources.
(six) to cultivate news communication talents and improve the quality and ability of journalists.
Only by mastering the basic knowledge and technology of various media in an all-round way, and at the same time being particularly good at the business skills of a certain type of media, can we adapt to the requirements of modern news communication.