Research On The Think Tank Transformation Of Southern Metropolis Daily

With the development of Internet technology,the social structure is undergoing a revolution of deconstruction and reconstruction.Especially in the field of information communication,the production and transmission pattern of institutional media has been baptized by the digital revolution.The "dilemma" of the traditional media in the Internet era is as follows: the news production ideology is backward,and it is unable to better understand and adapt to the realistic needs of the new media transmission;The old news production mode leads to the imbalance between the supply and demand side of news products and the demand side of users.The content type of information transmission is solidified and the thinking of Internet is insufficient.Backward and inefficient traditional management system;The operating mechanism is not smooth,resulting in a waste of resources and so on.In addition,with the rapid development of information technology,the gap between the old and new media has gradually widened,and the pattern of media circles has gradually appeared.All these are forcing the rethinking and adjustment of traditional media convergence transformation.Therefore,it is one of the urgent topics of The Times to discuss the convergence transformation development of traditional media in the Internet era and clarify the guiding ideology,path choice and future trend in the transformation.The core issue of this study focuses on the transformation and development of traditional paper media in the Internet era.In order to answer the integration and transformation and innovation of traditional media,this paper selects a typical case "southern metropolis daily" as a sample to discuss the process and mechanism of its think tank transformation.In his report to the 19 th national congress of the communist party of China(CPC),General Secretary Xi Jinping pointed out that we should deepen the study and development of marxist theories,accelerate the development of philosophy and social sciences with Chinese characteristics,and strengthen the development of new think tanks with Chinese characteristics.At present,the socialism with Chinese characteristics into a new era,the party committees and governments at all levels and all kinds of social main body to scientific decision-making,democratic decision-making,decision in accordance with the law of demand is higher and higher,improve decision-making level demand of informatization,digital has become more and more urgent,need to concentrate all the wisdom,gathering efforts,provide powerful intellectual support for the governing.The emergence of think tank media helps to build a better intellectual communication platform among all walks of life.The mainstream media with its own think tank gene is playing an increasingly important role in the construction of a new think tank with Chinese characteristics.Under the guidance of the national policy of promoting the integrated development of media and the construction of think tanks with Chinese characteristics,the traditional media represented by southern metropolis started the exploration of media think tank transformation by combining internal and external factors.Through the transformation and development of think tank orientation,a new development pattern of smart media has been formed,which is to break through with Numbers,intervene in the public with assessments,leverage the industry with reports,drive the economy with products,realize value with applications and lead by think tanks.This article USES ethnography research,in-depth interviews and text analysis research method,based on the age of the Internet SMW studies,a think-tank,transformation,with the logic of "historical narration",means of SMW from traditional media to the think tank to carding process of the transformation of new media,the Internet age traditional media fusion methodology and the value of the transformation of expectations.Based on the theory of organizational innovation,the theory of social governance and the theory of new think tank with Chinese characteristics,the paper analyzes the multiple logic of media and think tank in the process of think tank transformation and development in southern metropolis.For the media and think tank in the Internet era to provide a theoretical and practical "exploration".This paper is divided into six chapters.The introduction mainly explains the background,theoretical basis,research overview and methods of thinking.The first chapter describes the internal and external background of the think tank transformation in southern metropolis.The impact of the Internet on the supply side of paper media mainly includes three aspects: business decline,user loss and its own structural imbalance.Through the reform of user demand side supply,traditional media combined with newspaper network interaction,newspaper interaction and other forms of new exploration of the function of paper media,in order to meet the changes of user demand side in the Internet era.Through the promotion of national media convergence strategy,traditional media actively explore the integration development path of traditional media through integration layout,content innovation and mechanism innovation.It is the impact of the Internet in this stage that opens the way for the fusion and transformation of traditional media and lays the logic for the think tank transformation of southern capital.The second chapter discusses the digital advancement of nandu and the cultivation of think tank gene.This chapter mainly discusses the transformation choice of nandu from three aspects: content,product and organizational structure adjustment.Through the exploration of data news in the early stage,nandu actively combined with data quantification in the aspects of news topic selection,data source and content presentation,which laid a "prelude" foundation for the subsequent digital development.After early accumulation,vertical project production and think tank gene cultivation.Through the establishment of SMW index alliance,set up index evaluation platform,around public policy choice and advise to provide solutions,vertical research,hatch foster think-tank problem further reform measures such as the internal reform of the editorial board,break original newsroom dominant pattern,according to the need to allocate to edit form "interest group" reporter free combination,gradually developed into news and think-tank production at the core of the organization,and through team resources links,incubation platform to form the "convergence" lay a foundation for subsequent think-tank of the transformation.Chapter three discusses the chimeric logic between media and think tank.To analyze the mechanism of media think tank and fusion innovation,this part is carried out from three aspects,the first is to actively "extract" the think tank gene in the media.Media has a natural think-tank genes exist,they are respectively by the agriculture itself "running line" for many years editor type transformation of thinktank media experts form gene "talent" convergence,from news architecture to think tank structure adaptive adjust the formation mechanism of "gene" and traditional media "in-depth reports" formation of the "content".Secondly,by cultivating the communication advantages of think tank media,such as traditional print media,emerging network and mobile terminal channels,offline conferences and public forums,we can jointly create natural channel advantages for the communication of think tank products.Finally,after "extraction" and "cultivation" in the early stage,the integration of media and think tank has a logic,environment and concrete operation of each other.The fourth chapter discusses the production and function innovation of think tank media.The production mode of think tank media in nandu is mainly manifested as the "two-wheel drive" of "news + think tank",which accumulates think tank materials through news production,and feeds all kinds of "nodes" in the production process of think tank in the way of news materials,forming the trend that news and think tank go hand in hand.In the aspect of function,it mainly plays the role of supervision and application.Through multi-dimensional multi-platform data acquisition,it promotes the construction with the form of "media + big data" to let the data play the role of supervision and reporting,and form a new pattern of data empowerment in the Internet era.On this basis,by focusing on new services in the industry,the media vision index system is constructed,and the "data products" are developed in the direction of "data platform",so as to build the tool application of think tank media and complete the innovation of the content,products and mechanism of production.The fifth chapter discusses the operation market and mechanism of think tank media.The operation market of think tank media mainly includes three aspects.The first is the external environment,which is the "new field" of operation external environment formed by the historical intersection of policy promotion and media integration.The second is the internal environment,which is the transformation "internal field" formed by the combination of nandu gene and the threshold pressure of media operation.The breakthrough in the mechanism of user appeal and think tank transformation is the formation of the audience’s environment.The operation of think tank media is divided into three parts,which are the subject cultivation of "background" project,the annual salary management of "middle desk" staff and the multi-dimensional operation of "front desk" products.The result of the think tank media operation shows the new characteristics of the combination of collection,precise customization and dual-axis assessment.Chapter six discusses the mechanism and significance of media think tank transformation.The transformation mechanism is divided into two parts,transformation function and transformation characteristics.The function of media think tank transformation is embodied in three aspects: first,guide the public opinion and keep the positive and solid foundation,which is the basic principle of media think tank transformation;Second,integrate innovation and participate in governance,which is the realistic path of media think tank transformation;Third,rely on data to develop industry,which is the innovation driving force of media think tank transformation.The characteristics of media think tank transformation are production decentralization,management diversification and management differentiation.The transformational significance of think tank media is embodied in three "new".The first is the new path,which is reflected as the new focal point of the media think tank transformation.Secondly,the new orientation is reflected in the multidimensional transformation of the social attributes of media.Finally,the new role is embodied as the new force of national governance system.In the conclusion,based on the case study of nandu,this paper concludes to discuss the universality and particularity of the transformation of nandu.On this basis,the thesis returns to the theme of the think tank transformation research in southern metropolis,discusses the methodology of traditional media transformation and the value evaluation of fusion transformation,and clarifies the real meaning of "transformation" and "fusion".In the end,the author expounds the shortcomings of this paper and the expectation of future research.