From the development report of China Journalism, the media integration and change

Author: Cui Can (Lecturer of the School of International News and Communication, Beijing University of Foreign Languages)

Source: "Youth Reporter", No. 13, 2022

On May 16, 2022, the National Journalist Association of China (referred to as the "China Records Association") officially released the "China News Development Report (2022)" through the official website. The report shows that from 2020 to 2021, China's journalism is guided by all media and based on platformization, achieving a full range of growth growth. Among them, traditional media such as newspapers, radio, and television continue to work hard to integrate media integration and digital transformation; high -tech video technology, 5G, artificial intelligence and other technologies to drive the media in depth of the media; the quality of journalists is continuously optimized, and its rights protection mechanism and professional ethical construction mechanism are becoming increasingly increasingly. Complete. [1]

Since 2014, the China Record Agreement period has tracked records of the development of China's journalism. This period is exactly the stage of media integration and rising to the national strategy and entering the stage of depth development. Over the past eight years, the Chinese Records Association has released a total of six annual reports of the development of China's journalism. It can be said that media integration has always been the theme of Chinese media development. Among them, the "China News Development Report" (2020), "China News Development Report" (2017), "China News Development Report" (2016), "China News Development Report" (2015), "China Journalism) The Development Report (2014) was released on December 21, 2020, June 19, 2018, May 31, 2017, April 29, 2016, and December 29, 2014 at the official website of the China Records Association. Based on the six industry reports, this article explores the driving factors, development trends and breakthroughs of my country's media integration.

Driven factor of media fusion

(1) The audience's transfer forced the media to transform

The information technology with the Internet as the core has brought profound structural adjustments to the media ecological environment. The biggest influencing factor is the increase in the number of netizens and the transfer of public opinion positions. According to the China News Development Report, from 2014 to 2021, the scale of Chinese netizens increased from 632 million to 1.032 billion, an increase of 63.29%; the Internet penetration rate increased from 46.9%to 73.0%, from less than half to more than 70%. In 2014, the proportion of mobile Internet access surpassed the proportion of traditional PCs for the first time, and mobile terminals and social media gradually became the main position of public opinion. [2] However, in the competition with emerging media, traditional media faces the crisis of survival and development such as loss of public opinion positions, the loss of advertising market and the loss of industry talents. Among them, the impact of the newspaper industry is the most severe. According to the China News Development Report, from 2013 to 2020, publishing newspapers in mainland China decreased from 1915 to 1810, a decrease of 5.48%; the total number of prints decreased from 48.24 billion copies to 28.914 billion copies, a decrease of 40.06%; revenue; revenue; revenue; revenue; revenue; revenue; revenue; revenue; revenue; The revenue decreased from 77.67 billion yuan to 53.945 billion yuan, a decrease of 30.55%. Among them, provincial and prefecture -level newspapers, lifestyle service and abstract newspapers are the first. At the same time, from 2017 to 2020, the newspaper industry employees decreased by nearly 10,000 consecutive years, from 206,000 to 171,000, a decrease of 16.99%. [3] In unique, from 2017 to 2021, the traditional advertising revenue of the national radio and television industry decreased from 112.39 billion yuan to 78.646 billion yuan year by year and a decrease of 30.02%. In May 2022, the Radio and Television was even included in the list of industries in difficulties in social insurance. [4] In this situation, traditional media have been forced to continue to promote digital transformation, and use integration and development to protect positions, create income, and attract talents.

(2) The top -level design leads media reform

The party and the government attach great importance to the development of the journalism, and always consolidate the dominance of mainstream public opinion and master the dominance of public opinion as a strategic goal, and conduct a macro layout on the media integration in stages and directions. In the first stage, the "Guiding Opinions on Promoting the Integration and Development of Traditional Media and Emerging Media" passed on August 18, 2014 as the node, and proposed to create a new type of mainstream media with various forms, advanced means, and competitive. New media groups with strong strength and communication, credibility, and influence, use the rise of the "national team" to play a role in setting the sea god needle on the mixed online public opinion field. Reform of media institutions. In the second stage, based on the National Propaganda Ideological Work Conference in August 2018, it proposed to accelerate the construction of county -level merger media centers and deeply solve the integration task of the "last mile" on the edge of the industry. After the first and second stages, the national merging system has gradually taken shape. The third stage is based on this to promote in -depth integration of media institutions at all levels. The "Opinions on Accelerating the Deep Integration of Media" issued in September 2020 requires promoting the pace of integrated integration of traditional media and emerging media, and establish a full media communication system with content construction as the fundamental, advanced technology -supported, innovative management as guarantee. Since then, the deep integration of the media has been incorporated into the "Fourteenth Five -Year Plan". It is precisely because of this series of top -level design that the media integration has achieved significant results.

(3) Technical innovation accelerate media integration

According to the China News Development Report, from 2014 to 2016, with the development of mobile terminals such as smartphones and tablets and the improvement of mobile communication networks, traditional media actively expanded communication channels. On the one hand On the other hand, it focuses on mobile newspapers such as mobile newspaper, mobile TV, Weibo, WeChat, QR code, mobile clients, etc. During this period, the use of big data and cloud computing to the "Central Kitchen" all -media collection and editing platform and media cloud platform became the focus of breakthroughs. Technologies such as mobile live broadcast, H5, robotic writing, drone acquisition, virtual reality and other technologies have become news. Important characteristics of the industry. In 2016, the industry was regarded as the "first year of mobile live broadcast". [5] After 2017, mobile communication became a new normal, and the "phenomenon" melting media products continued to emerge. [6] From 2019 to 2021, the development of China's 4K ultra -high -definition industry is becoming increasingly mature, and ultra -high -definition technology is widely used with the popularization of TV terminals. At the same time, the high -tech system represented by 5G has gradually matured. The core technologies of 5G technology in the field of ultra -high -definition video are continuously advanced. Innovative forms such as 5G+4K/8K+AI "and" 5G+VR "are continuously developed. In addition, artificial intelligence has a revolutionary impact on the media industry. Media institutions boldly tried voice recognition and human -machine dialogue technology, and launched innovative products such as the "Media Brain" robot reporter, "5G+AI" intelligent creative robot, AI synthetic anchor. It should be said that under the role of technological innovation, media integration accelerates. The development trend of media integration

(1) Seeking innovation in integration and development

According to the development report of China's news, traditional media such as newspapers, radio, and television have gradually entered the third stage of media integration -during the Shenzhen Rong period, traditional media continued to make rational shrinkage and actively adapt to the trend of mobile, socialized, and visual communication. Promote the structural reform of content production supply. Among them, creating mobile end audiovisual products is the focus of content production at this stage. Specifically, newspapers at all levels have interacted with the public with social media as a communication platform and a multimedia product as the content. The vibrato account performance is outstanding. [7] Broadcasting and television broadcasting agencies have exerted the advantages of audiovisual communication, continuously tapped the growth space of the Internet audiovisual industry, and live broadcast and short videos have become the focus of business. [8] The ability to integrate the news agency has continued to improve, of which audio and video manuscripts have increased the greatest. [9] Although all kinds of media have been promoting hearing products with the landlords, media at all levels still show different focus in the process of deep integration. Central media focuses on technological leadership, and is committed to improving integration reporting capabilities and influence of international and domestic public opinion to create a first -class international "aircraft carrier"; provincial media is rejuvenating, focusing on creating a number of cross -media, cross -industry, cross -industry The new media group runs; the county -level media center is integrated with the grassroots government, and government services are supported by government services.

In the process of media integration, measures such as group construction and restructuring of enterprises have laid a good foundation for the development of traditional media. Due to the approaching of survival and development crisis such as the loss of the audience market and the advertising market, and the huge cost of building hardware investment and technology research and development, business innovation has gradually become the mainstream of practice. On the one hand, the value of new media advertising resources is increasingly apparent, and to a certain extent, it has made up for the trend of decline in traditional advertising revenue; on the other hand, media functions have changed from news services to "news+government service business" multi -business model. This model not only helps increase the media's economic benefits, but also innovatively share or undertakes the task of building a communication platform or even daily operation and maintenance. Resource reorganization. Among them, the "news+service" vertical strategy of the Director -Daily, Metropolis Daily, and Life Service Newspapers performed brightly. [10] The TV station integrates the operation of the platform through platform integration operations to build a city information service cloud platform that integrates urban information services such as public information services, business services, and social services. [11]

(2) Standardized in integration and development

With the in -depth development of media integration, a diversified interactive management service system combined with legal norms, administrative management, industry self -discipline, and social supervision has gradually formed. [12] At the government and regulations, the National Press, Publication, Radio, Television Management Department continued to guide and regulates the healthy development of press, publication, radio and television media, and the National Internet Information Office strengthened the governance and supervision of network information. "Online audiovisual programs content review", "Internet information search service management regulations", "Internet user account information service management regulations" and other series of administrative regulations. Within the industry, the professional ethics construction mechanism and rights protection mechanism of the news team are becoming more and more improved. Among them, the Chinese Records Association played a pivotal role in formulating and maintaining the industry standards, focusing on the implementation of the media social responsibility reporting system, and for the first time formed an operable quantitative evaluation index system. 371 journalists from all levels of news institutions from all levels of the country issued 16.82 million yuan in assistance due to public injuries, illness, and death. [13] At the same time, emerging media play a role in social responsibility, netizens play a supervisory role, and online public opinion fields have further developed to standardized development.

In the era of meling, the construction of the news team continued to optimize. The report shows that the quality and ability of my country's journalists has continued to improve, and the personnel structure shows a high education trend. From 2014 to 2021, among the compilation staff holding a valid journalist certificate across the country, the proportion of undergraduate education increased from 65.66%to 76.38%, the proportion of master's degree accounted for from 7.10%to 11.96%, and the proportion of doctoral degrees from 0.28%increased from 0.28%. To 0.41%. Among various media, the news agency is a gathering place for highly educated talents, and its academic structure far exceeds the average level of media institutions. As of the end of 2021, Xinhua News Agency has more than 12,000 employees, with a master's degree or above account for more than 40%; China News Agency has 232 employees, and 37%of the master's degree or above. [14] At the same time, government agencies, industry organizations, and media institutions have successively introduced a series of innovative measures, including deepening the reform of the personnel management system, increasing talent training and training, establishing a diverse talent incentive mechanism, advanced for journalists for journalists Formulating training provides institutional guarantee. [15] (3) The benign interaction of innovation and standardization

To accelerate the deep integration of the media, we must correctly treat the dialectical relationship between innovation and standardization. The norm is to grasp the correct direction and healthy development of media integration; innovation is to continuously promote reforms according to the stage and tasks of the situation and tasks. The norms from innovation are ink to adhere to the rules, and traditional media can only face various survival and development challenges; and innovation that is separated from norms cannot sustain. Public opinion positions are so special and without rules, and they will only bring risks in various aspects of politics, economy, society, and culture. At the same time, innovation and specifications include internal factors and external factors. Internal factors include value orientation, content production, organizational management, and talent structure; external factors include user needs, market changes, policy measures, technical changes, etc. Single -focusing on a certain type of factors, specifications or innovation in a certain aspect are one -sided. Only by integrating various elements and all aspects, realizing simultaneous and coordinated innovation and standards, and systematic reforms, can we accelerate the deep integration of the media and build a high -quality all -media communication system.

The focus of breakthroughs in media fusion

(1) Organic fusion of technology and content

At present, after the traditional mainstream media, especially central media, after making hardware investment, they especially emphasize keeping up with cutting -edge technology to take the lead in developing or absorbing new technologies and new applications as the focus of reform. Technology has indeed promoted the in -depth development of media integration, especially in terms of expanding communication channels and innovative presentation methods. However, under the aura of technology, under the general trend of short videos and live broadcasts, it responds to social concerns. It is not enough to truly have social value, humanistic care, and deep knowledge. As a large number of journalists with good professional education and the background of the industry grow and mature, with the "content as the king" as the value -oriented, the irreplaceability of deep mining content should always be one of the core competitiveness of the mainstream media. It should be said that instead of creating all -media talents and allowing photography reporters to engage in text work and technical personnel learning reporting skills, it is better to build a small -scale all -media team as the basis and guarantee of integrating development. Breakthrough and content innovation. For example, through the division of labor and content of the team's internal technology and content, the technology and content are organically integrated, which is one of the key points of media integration in the next stage.

(2) Harmony and unity of connection and openness

At present, traditional mainstream media have continuously enhanced the connection through self -built platforms, entered other platforms, and developed vertical markets to occupy a larger market to enhance their influence. However, as a serious media, mainstream media, while maintaining seriousness, need to enhance openness and continuously transform into platforms, allowing more users to participate in the process of content production and dissemination in different forms. At the same time, the current widely covered platforms and platforms are divided. Except for content production, they do not connect well. It is necessary to integrate different platform resources to achieve interconnection and interconnection in various aspects such as user data and user experience. In addition, media at all levels also need to overcome local interests, establish more connections, give play to their unique advantages, and achieve more common interests. It should be said that the comprehensive integration of integration should be used as a means and path for integration and development, and policies, technology, content, and resources are shared in all directions. For example, through the integration of provincial and county -level media, the integration between platforms and platforms, the integration between the media and users to achieve the harmonious unity of connection and opening up. Essence

(3) Promotion of service and income mutual promotion

Faced with continuous operating pressure, traditional mainstream media continued to make efforts in improving the quality of comprehensive services in news and other aspects and improving the income capacity of the Internet platform. Compared with the business platform, the mainstream media has accumulated a lot of data through the multi -business model of "News+Government and Business Services". It can develop huge development space. It can explore the accurate distribution, innovate business models, and achieve economic benefits and society. Win -win -win. At the same time, with the establishment of a platform for the establishment of management and operational rights of some mainstream media, in the future, mainstream media will increase copyright income. It should be said that the improvement of the benefits of the whole process should be used as the goal and export of integration and development, based on the optimization of the entire process and the whole element, and fundamentally improved quality and efficiency. For example, through the construction of data centers and establishing a copyright operation platform to achieve mutual promotion of services and income, this is the third key point of the media integration in the next stage. Conclusion

Since 2014, traditional media in my country have begun continuous transformation reforms. At present, my country's media integration has completed the national layout and is in a critical period of deep integration. At this stage, the growth rate of traditional media has slowed down. Among them, innovative results and moral construction, rights protection, and team building of technological innovation, content innovation, service innovation, and other standardized mechanisms in advance. In the future, they will accelerate the deep integration of the media in the organic integration of technology and content, the harmonious unity of connection and opening up, and the promotion of service and income to promote each other, and continue to promote the construction of the all -media communication system.

[This article is a key project of the National Social Science Fund key project "New Era the Research on Five Power Construction of International Communication" (approval number: 22AZD074) phased results]

Reference format for this article:

Cui Can. Looking at the media integration and change from the development report of China Newspaper [J]. Young reporter, 2022 (13): 68-70.

- END -