At present, Internet innovation has been deeply integrated into all walks of life in society, and the media industry is no exception. The speed of dissemination of information and the timeliness of spelling have gradually become the norm, and the trend of information fragmentation is evident. New media has challenged traditional media. However, the relationship between the old and new media is not a relationship between you and us, but you should learn from each other's weaknesses and tend to converge. Traditional media need to absorb nutrition from the new media, keep up with the times, and take advantage of the times. Then, in the "Internet +" environment, how should traditional media integrate with new media?
"Internet +": a must-see child
In August last year, 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 (hereinafter referred to as "opinions"). The "Opinions" pointed out that the integration of news media resources and the promotion of the integration of traditional media and emerging media is an important measure to adapt to the profound changes in the media landscape, enhance the power of mainstream media, public credibility, influence and public opinion guidance. Through integration and development, the mainstream media can scientifically use advanced communication technologies, enhance information production and service capabilities, and better meet the people's information needs. In a sense, the move towards "Internet +" is a threshold that must be overcome for media integration.
"Internet+" is the evolution of the Internet form driven by the innovation of knowledge society 2.0. It has become a representative of a new economic form, that is, the optimization and integration of the Internet in the allocation of production factors, and the deep integration of the innovation results of the Internet. In various fields of economy and society, the innovation and productivity of the real economy will be enhanced, and a new type of economic development with wider Internet infrastructure and tools will be formed.
The changes that "Internet +" brings to the entire media industry can be seen in people's reading habits. The speed and convenience of new media are impacting the status of traditional reading methods. Changing experience without feeling is the king of experience. From the visual design, the information of the image package itself, to the extra consideration of convenience, the reading comfort has been fully valued. .
On the other hand, "Internet Plus" also makes a major change in the mechanism for the dissemination of news and information. While enriching the traditional media dissemination mechanism, the Internet has also challenged the traditional media's dissemination mechanism. Point-to-point, point-to-face directional communication is being changed by multi-dimensional and three-dimensional communication mechanisms. Professional production has become a national release, paid reading has become free to obtain, Weibo, WeChat has created an excellent stage for the media. Today, everyone is a distributor of information.
Traditional media still have advantages
Although the development of new media is swift and violent, traditional media will not die out. It is not difficult to find out through the analysis of various types of media in the country that there are some resource advantages in traditional media that it is still difficult for new media to compete with it. Studies have shown that even the best new media in developed countries have limited capacity to produce content and need to be attached to traditional media.
The content is still the weakness of the vast majority of new media. This is particularly evident in our country. The growth base of many new media is based on the influence of traditional media content, even if the new media has gradually become a climate, its own reporting capabilities. And the breadth, depth, and professionalism of news coverage are hard to par with traditional media. The advantages of this kind of content mainly come from the talent resources advantages existing in traditional media.
The history of the development of our country’s journalism causes a large number of outstanding journalists to gather in traditional media. The basic quality and professional ability of editorial staff are generally high. Most of them have received formal professional training and have maintained good relations with all sectors of society. A wealth of work experience. Experience in the traditional media has not only improved their news sensitivity, but also enhanced their planning and editing capabilities, making them excellent producers of news content.
In addition to the talent advantages, brand resource advantages are another major advantage that new media cannot compete with traditional media on the same stage. For a long time, the traditional media (especially the party newspaper), as the “mouthpiece†of the party and the government, has generated social credibility that is hardly available in other media. Today, the credibility of traditional media is still an important fulcrum in which one settles down. Take Japan as an example. Japan’s well-known newspapers often control newspapers, television stations and radio stations at the same time. They have important influence in the industry. Therefore, in the “Internet+†era, these traditional media with adequate resources are more likely to embark on the whole media. The road to achieve full interaction between new media and traditional media.
In the Internet age, how are new and old media integrated?
The concept of “media fusion†originally intended to refer to the trend of multi-functional integration of various media. Nowadays, combined with the current reality of media forms in China, “media convergence†can be understood as a new operating mode under the diversification of information transmission channels. Integrate traditional media such as newspapers, television stations, and radio stations with the channels for the spread of emerging media such as the Internet, mobile phones, and handheld smart terminals. Resources are shared, centralized processing is conducted, and different forms of information products are derived, and then delivered to the audience through various platforms.
In the wake of the wave of the Internet, when the boundaries of the media have become increasingly blurred, the media has become a hub for mass information, and the media has become increasingly diversified. On the face of it, the competition between traditional media and new media has become increasingly fierce, and from a deeper level, It will be found that the traditional media and new media in the media are being merged and developed, and they will be transformed and upgraded through evolution. Nowadays, media convergence has become a trend. How can it be integrated?
The rapid development of the Internet has undoubtedly provided a lot of new possibilities for "media convergence." So, how should the old and new media be integrated? Many traditional media nowadays only stay at the “+Internet†level and mistakenly believe that they have achieved the transformation of the whole media, that is, sticking to the traditional media is the main body, the Internet is only the idea of ​​the tool, due to the subsidiary status of the tool, the traditional media The basic form has not changed due to the addition of the Internet. The true sense of media convergence should be “Internet+â€, which means that through the evolution of the Internet itself, the roles of traditional media and new media will change. From the "Internet Plus" point of view, the Internet is not just a tool in the general sense. It will transform the traditional media in the entire process, and traditional media will become the target of being added, thus realizing media integration in the true sense.
In addition, traditional media should also strive to achieve the evolution of content production methods. That is, they can fully use all kinds of new media technologies and methods, and change what “I want to provide what I want to provide†to “What do you need and what do I provide†to meet The new platform requires a great deal of content for the content and the user's multi-level and individualized segmentation needs. It can also focus on the various advantages of traditional media in thematic planning, in-depth reporting, investigative reporting, and news review. , To maximize the benefits, and to focus on interviewing resources, gathering and editing teams, news products, and dissemination channels scattered in traditional media and new media, to a unified platform, so as to meet the needs of users to the greatest extent and enhance the user experience.
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