Integration, interaction, sharing: the construction path of the large communication pattern in the media

Author: Gao Qifa [Shaanxi Radio and Television Rong Media Group (Shaanxi Radio and Television) News Center reporter]

Source: "Young Reporter", No. 14, 2022

Internet technology has changed the way people make information dissemination and habits, and this change has also become a state of living. The changes in the information ecology are giving birth to a brand -new communication pattern. The significant increase in the number of netizens means that the Internet world is already a lively and lively media field that is regardless of age, gender, knowledge level, and social structure. On the huge number of netizens, the authority and attractiveness of traditional newspapers, radio, television, websites and other platform information have been challenged.

In the Internet world, Taobao, Meituan, Public Comment and other commercial platforms are directly linked to people's clothing, food, housing and transportation, and set up a new "vegetable market" for netizens. Douyin, Kuaishou, Bilibili, etc. have set up a "spiritual stage" that regardless of men, women, and children. Relying on technical means such as cloud computing, big data push, etc., netizens can naturally stick to it. At the same time, it has become a natural information release medium. The new information ecosystem produces a large amount of information, fragmented, and disorderly information. While bringing convenience to people, it also brings a lot of troubles. Faced with a variety of media communication methods, various media need to integrate and develop, complement each other, seek symbiosis, and build a healthy and orderly communication pattern.

Fusion: mainstream media should actively integrate and innovate, and consciously carry the banner of purifying the public opinion field.

Media integration is a topic of the times. It not only provides a new idea for the transformation and development of traditional media, but also the basis for the integration and reshaping the dissemination pattern in the media. Nowadays, online information fish dragons are mixed and sediment, which brings huge challenges to the guidance of online information ecology and online public opinion. In the "comparison field" of this medium integration, mainstream media must integrate innovation, guide the healthy development of social media, and firmly control the public opinion field.

First, the mainstream media must lower the figure, actively integrate innovation, and jointly build a new communication pattern under the diversification of information. This is an unavoidable fact that Internet technology has entered a stage of rapid development. The innovation of technology has spawned the media such as smartphones and other media products. A new media form with medium -oriented institutions and business platforms as a carrier realizes traditional one -way communication or two -way interactive mode transmission. The transformation of communication channels, everyone is a communicator, everyone is self -media, and information dissemination is everywhere. From the perspective of communication, this "does not just mean a new communication channel, it also means new communication thinking and communication strategies."

During this revolutionary media integration, mainstream media represented by newspapers, broadcasting, and television are making difficulty in transformation and upgrading. They have very rich information resources and have natural halo of mainstream media. But in a sense, these advantages have also become the shortcomings of its integration and development. "Although traditional media has the right to edit the original current political news, it does not master its high -quality content to push and distribute the dominance on the platform media ... Therefore, the business platform generally controls content distribution, wide channels, public participation in public participation, The power dominance and the right to spread the discourse. "The media fusion is not to play by themselves. It is for everyone to play together. The mainstream media cannot be high. The problem, lower the body, learn the advantages of socialized media with an open mind, and find a fit point in the "audience" and "netizen".

Second, media integration develops in depth, and mainstream media must create independent and controllable new communication platforms. At present, the mode of integration of mainstream media pays too much attention to form, and neglect of audience research. When many mainstream media are still focusing on the establishment of the media system, institutionalized media, commercial platforms, and self -media have used big data algorithms to study audience psychology. Precisely putting information to realize the profit model of information, government affairs, and business. Of course, the positioning and functions of mainstream media and social media have their own advantages. Today, in depth of the media integration, as a newspaper, broadcast, and television of the mainstream media, we must abandon the superiority of high topic, learn from the media and business platforms with an open mind. While "borrowing a boat out of the sea", "built the ship and go to the sea". Learn the operating model of the business platform and create an independent, controllable and efficient media platform.

Third, the mainstream media should take the initiative to carry the banner of purifying the public opinion field. At present, the rapid development of various social media, commercial platforms and self -media have become the main promoter of the increase in the number of netizens, and netizens are mainly young groups. Traditional newspapers, radio, television and other mainstream media and netizens have a "barrier barrier "". Although the mainstream media is also trying to actively integrate into the "mobile end", in the huge information torrent, due to the lack of research tracking of the audience, lack of service concepts, lack of in -depth research on the laws of modern communication, exhausted content manufacturing every day, and finally very much It is easy to lead to self -speaking, and even the trend of being marginalized. "In spreading chains, mainstream media need to use channels such as social media, algorithm platforms and other channels to send news information to users to enhance their influence."

From the perspective of perspective, mainstream media has natural advantages in ideological control, the construction of the media structure, content production, and talent gathering. The mainstream media must make full use of the new technological innovation and communication methods, study the audience, and try to allow netizens to participate in the entire structure of media integration, strengthen content production, be attracted by netizens' civilized Internet access, on the basis of fully grasping new technologies and new methods Gather the power of netizens, occupy the high point of information dissemination, take the initiative to carry the banner of purifying the public opinion field, and ensure that the integration of media integration and development follow the correct direction. Interactive: Socialized media should make up for the shortcomings and solid advantages, and actively integrate into the large communication pattern

Media fusion is the general trend. This integration is not only the integration of channel transmission and content production, but also a fusion of production factors on various media platforms. The rapid development of social media has benefited from its flexible mechanism and rapid transformation of technology. The commercial platform and the media have perfectly combined it with business through the understanding of netizens' preferences and habits, and achieved one "hot search" and "explosive point" after another. However, behind these "hot search" and "explosive points" is the out of control of the information, so that some false, false information, and online rumors disorderly spread, and some even have some vulgar information to pursue interests. Purifying the network space brings huge challenges. We must guide the socialized media to form industry self -discipline through institutional means, strengthen information closing function, and allow netizens to do not create rumors, rumors, rumors, and maintain the cleanliness of online public opinion.

First, the social media should strengthen the interaction with mainstream media and transform their own advantages into "catalysts" for media integration. Due to the mechanism system, the social media is more flexible in information content, technology application, platform terminal, and talent team, and has accumulated a certain degree of mobile communication experience. If its experience and potential are well used in the transformation and development of mainstream media, and further include social media systematically into the system of the entire large communication pattern, becoming a useful supplement for the integration and development of mainstream media. Strong mainstream media have a great role in promoting.

Second, we must be good at applying the characteristics of commercialization platforms and institutionalized media to the strong adhesion of netizens, and guide netizens to participate in the Internet governance in an orderly manner. An important carrier that supports the Internet world is the commercial platform and self -media, where the content of people's clothing, food, housing is almost gathered here. Purifying the information ecological space can increase the adsorption of Internet users and "absorb fans" more accurately. More importantly, it can promote the healthy development of the entire Internet.

From the perspective of the Internet management department, it is necessary to start from the system to truly establish a barrier to the Internet ecological governance. "You must persist in the bottom line of public opinion", guide participating activities such as comments, speeches, and topics of various commercial platforms, self -media, and other participation in the orderly track of healthy and orderly tracks. Activities and interaction activities have become the norm. It is necessary to set up the "bottom line" of netizens to participate in interaction, establish the "red and black list" system of the Internet, and use the system to regulate the network information ecosystem.

从社会化媒介角度看，清朗的网络空间更有利于其健康发展，信息的杂乱无序都是建立在经济考量上产生的不良后果，为了吸粉、博眼球，个别商业化平台使出各种Means, but this is a short -term behavior that destroys the Internet ecology and is not conducive to its long -term development. The commercial platform and institutionalized media must consciously take the mission of purifying the network ecosystem. Through the advantages of technology, content, and products, the netizens correctly guide the netizens to actively participate in Internet activities.

Netizens are independent individuals. They have the right to use the Internet to express their views, and they also have the responsibility to put forward their own opinions on a social topic. It is necessary to guide netizens in an orderly manner to participate in the Internet ecological governance, incorporate them into the system of communication, so that they can establish the owner's consciousness of the Internet world, both publishers and supervisors. Essence

Third, do a good job of Internet supervision and severely crack down on malicious information release. What information can be published, what information cannot be published, which information involves personal privacy, which information is over the legal red line, and what to do if it encounters harassment information. This must have a clear "bottom line". "It is necessary to improve the legislation of the Internet field, incorporate network information services, network security protection, and network social management into the scope of the rule of law, and build a network ecological environment of rule of law." In order to participate in the Internet ecological construction more orderly, the Internet can become a clean, convenient and pleasant world.

Sharing: Integrate various media resources, production factors, and play the "symphony" of the big communication pattern

The innovation of communication technology allows the media to create a "new explosive media platform" overnight. This kind of media platform that combines mobile, convenient and flexible, and accurately push information to various people. Each media platform can create a new public opinion field. At the other end of the media ecosystem, what kind of content often produces the mainstream media is more suitable for new audience needs. From the perspective of the healthy and orderly development of various media platforms, integrating various resource platforms and production factors has become the best choice.

First, the mainstream media should make professional advantages a "purification agent" of public opinion. The development of media integration is a new topic proposed by mainstream media in response to emerging media challenges. Under the premise that technology, operational mechanisms, and talent needs have undergone a lot of changes, our communication has evolved from the popular communication led by traditional media people to the spread of the whole people. Everyone is the producer and publisher of the content. The platform has shaped a brand new public opinion field. The mainstream media should play professional advantages in this regard, because it has professional news production teams and information resources, "the authority, rational guidance and factual investigation advantages of traditional media have become increasingly prominent, showing strong credibility." In the process of media transformation, newspapers, radio, and television should change the track, move priority, strengthen interaction with netizens, explore the development model of "news+government service business", "not only ensure traditional platforms and business formats, but also strive to build The new mainstream communication platform and the matching format system of it ", then improve the adsorption power to netizens, bigger and stronger mainstream media, so as to better guide netizens to participate in the communication ecological construction on healthy and orderly track. At the same time, the mainstream media should assume the duties of purifying public opinion. In the face of some hot news events, false news, false news, and rumors, we must use professional advantages to dare to speak, and even learn to speak with the help of self -media to correctly guide public opinion. The messy and disorderly massive information is scientifically selected and interpreted, telling people the truth of the incident, analyzing the causes, and acting as a "purification agent" for public opinion with professional advantages, and do a good job of guiding public opinion. Second, we must coordinate the relationship between various media and build a coordinated and efficient all -media communication system. To promote the development of media integration, we must deal with the relationship between traditional media and emerging media, central media and local media, mainstream media and business platforms, popular media and professional media. Let all kinds of media find their own positioning, go all to make it, work hard to promote the aggregation of media resources together, maximize publicity effects and maximize economic benefits. It is particularly pointed out here that the commercial platform and self -media, in terms of functions and positioning, they have their own special demands, that is, through adsorption of netizens, forming heat and realizing their own business value. It has its own technology. Advantages and talent advantages are a force that cannot be ignored in the overall media communication pattern. Of course, business platforms and self -media must obey the mainstream ideological orientation, and do not release vulgar, vulgar, kitsch and other content. Mainstream media must use their own advantages to guide them, strengthen cooperation, integrate effective resources, seek each other's interests between publicity and economic benefits, and allow various media platforms Efficient and coordinated all -media communication system.

Third, mainstream media and social media should resonate with the "screen" and become an important part of social governance. The development of media integration is to meet the needs of the times, meet the needs of economic development, and meet the people's longing for a better life. Whether it is mainstream media or social media, they are deeply involved in social governance on their respective platforms. Mainstream media "must take the initiative to use the advantages of new media to spread, improve the institutional mechanism, and open up and use new channels for communication with the masses." In poverty alleviation, some of the media's live broadcasts and live broadcasts have emerged, and a number of positive Internet celebrity anchors have emerged. The social efficiency has far exceeded a self -media public account itself. If various media resources are collected, the mainstream media, self -media, commercial platforms and other organic integration will be organically combined to explore the new model of "news+government service business", which will play a very good role.

Conclusion

Faced with complicated information, in the face of various social media platforms that have protruded from other arms, and facing netizens' dependence on intelligent media means, network information ecological governance will become a topic of an era.

The mainstream media must be brave in self -revolution, actively transform and actively integrate innovation; must have the spirit of responsibility, take the initiative to take the banner of purifying the public opinion field, dare to speak, courage to speak, and be a "stabilizer" for public opinion; you must win the initiative to take the initiative to take the initiative to take the initiative In the context of 5G, cloud computing, big data, the Internet of Things, artificial intelligence and other new technologies, seize the opportunity, create an independent and controllable platform, firmly grasp the dominance of public opinion, and put the influence of the mainstream value Further expansion and create new mainstream media with strong influence and competitiveness.

The social media should use its own advantages to play a role in the construction of a large -scale communication pattern. Under effective supervision, the social media must be deeply involved in social governance, actively purify the network information ecology, establish a system of information release and control, guide netizens to establish a health network space, everyone participates in the concept of governance, and make the social media a social development of social development. Help.

In short, in order to do a good job of developing this big article in the media integration, it is necessary to effectively integrate various media resources and production factors, play the leading role of traditional mainstream media, make good use of self -media technology and talent advantages, optimize the spread of ecology, and optimize the ecology. Accelerate the construction of a full media communication pattern of integration and integration, and form a full media communication system that is integrated, reasonable, differently developed, and coordinated and efficient.

Reference format for this article:

Gao Qifa, integration, interaction, sharing: The construction path of the large communication pattern in the media is [J]. Young reporter, 2022 (14): 12-14.

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