Research On The Transformation Of Traditional Newspapers In The Context Of Media Convergence

Under the background of media convergence,the rapid development of mobile Internct and other emerging media has made a great impact on the party newspaper.The circulation of newspapers,the rapid decline of advertising share,the loss of traditional newspaper talents and so on,make the development of local city party newspapers challenge.Stress and opportunity go hand in hand.The local city party newspaper seize the opportunity,realize the transformation development is urgent need to solve the realistic problem.So,what is the current status of the local city party newspaper in the current media environment?What problems have you encountered in the process of transformation and development?How should the local city party newspaper realize the transformation and development under the new media environment?This paper firstly combed the city party newspaper transformation development present situation,thought in the context of media convergence,prefecture-level party newspaper and new media is no longer a contradiction relations in the process of transmission,but the complement each other,cooperation and win-win relationship,evidence of a deeper integration between the old and new media has become increasingly clear.Secondly,this paper USES environmental portfolio model to explore the internal and external environment of local city party newspaper,and analyze its political,economic,social and technology environment,the resources and analyzes its internal environment on the core competitiveness,think this combination analysis model for the local city party newspaper transformation development plays an important influence and restriction role,internal and external only form a collaborative force,transformation can be successful.Through the "status quo of the transformation and development of the party newspaper"and the "internal and external environmental factors",this paper examines the reality dilemma of the development of local urban party newspapers:the content solidifies and does not meet the needs of the audience in the new era.Rigid management mechanism,unable to motivate employees;There is a great contrast between the difficulty in introducing talents,the inflow and the inflow of talents.The media convergence level is low and the communication effect is greatly reduced.According to these problems,this paper probes into the transformation of the three gorges daily.At the end of the paper combines theory with examples,in contrast,the problem that the local city party newspaper,respectively from the perspectives of regional transmission,management and ruling resources perspective,the content,mechanism,technology,and proposed the strategy of transformation mode of operation,etc.It is hoped that these strategies can provide reference value for the transformation and development of local municipal party newspapers.