Discussion of the Development of Chinese Newspaper Industry under the Background of Media Convergence
|Keywords||Media convergence Chinese newspaper industry The South Daily Media Group|
With the development of network and communication technology since the 1990s, networks, mobile phones and other new media have began to rise, media convergence became an inevitable trend. This brings a great impact and challenges on traditional media. The reality is that advertising revenues of newspapers and other traditional media are declining, but Internet and other new media are increasing. As a result, some of the negative views about the newspaper have flourished. I raised the question in this study: In the context of media convergence, can the Chinese newspaper industry survive and continue to develop? To achieve this goal, what the kind of development path the Chinese press should take?I described the background of media convergence in detail at first, and then select the South Daily Media Group which has a sound momentum of development, as representatives of the media analysis. Through sort out and explore its strategies and initiatives to come to the end of the paper: as long as the right strategies and tactics in the era of media convergence, the Chinese press can still maintain their-traditional advantages. Media convergence is not to eliminate traditional media, but to make the traditional media and new media complement with each other and development, to build a powerful, content rich, diverse media, all media.Specifically, the paper introduces the background of this study, the rise of new media, the decline of newspapers, and describes the research methods and general idea of the paper in the first chapter. In the second chapter, the paper explains the definition, the main types and stages of development of media convergence in detail; it also discusses the possibility and inevitability of its rise, especially on the impact of the traditional newspaper industry. In reviewing the basis of the development of the Chinese press, the third chapter gives a detailed analysis about China’s newspaper industry how to deal with the challenges of new media, and its advantages and disadvantages. Chapter four places the development of successful newspaper groups, such as Nan fang Daily Press Group, Guangzhou Daily Newspaper Group, and so on. The paper takes their measures for example to find a general rule and points out the direction of the road of Chinese paper industry facing the rise of new media.