“Multiple Imaginations Of Field ” : Transmutation And Approach Of Newspaper Cross-border Strategies

We are exposed to the information,the information exists in our heart. The newspaper market which has overwhelming superiority in rational information market is being gradually divided by fastest-growing new media.In the age of the rapid expansion of technology, the information is integrated by communication terminal; In the era of mergers and expansion,it is in urgent need to identify the pros and cons of the cross-border management. In the period of diversification with confusion,there is a long way to go in the exploration of newspaper’s business model. As we can see,the scale of newspaper groups can be gradually expanded,the cross-border managing thinking will be more and more mature over times,However, which model of cross-border managing thinking to choose may not be smooth.The impact of communication terminal,the development of regional combination and the rising of the cross-border newspaper’s business model are challenges that newspaper are facing with.When we deconstruct and analyze the cross-border thinking of newspaper in an age of information technology, we can see the feature that seek agreement while shelving differences and mutal tolerance of diverse thinking are always through it. For single newspaper group, the cross-border model is in need of adaptation according with the variability of external environment. The dilemma brought by innovation motivate the press changes the strategic thinking.Such as,gradual weakening of staggered system of organization provide favorable political environment for injecting liquidity into the newspaper market.,the initiative practice of individual newspapers identify and eliminate “blank spot” of cross-district,and the impact of multiple forms of news over the traditional print version of the news.The information has no boundaries and so as the world of newspaper. ”Cross-border”will be continue explored to keep abreast of the changing information era. The first chapter is the introduction which explains the main research content including the social environment of the forming of “cross-border” concept,the innovation of the thinking mode of “cross-border” and the future trends of it, establishes research methods and ideas and so on. The second chapter focus on the theoretical starting point of the research which can be carried out from three perspectives to reveal the necessity of implementing strategies of cross-border management of newspaper : the environment variables of media environment, domestic political linguistic environment, and regional difference of the newspaper. In the third chapter,I put forward the framework of the research to analyse the factors from multiple perspectives that influence “cross-border”strategic thinking in our country. Then I interpretate the cultural,political and economical foundation of cross-border development of newspaper in china: Fierce competition of media ecological environment, the political pledges on a clear market accession system,and radiant media production chain. Chapter four provides abundant case analysis,by using categories to point out three of the newspaper “cross-border” thinking mode :the cross-terminal pattern, the cross-regional pattern,the cross-industry pattern.these three “cross-border” thinking modes are not mutually exclusive but integrated to promote the development of newspaper. The fifth chapter analyses some misunderstanding exists in the cross-border thinking mode,cases such as 3D newspapers indicate that certain kinds of mashups that quickly arise heated debate and then be forgotten quickly may not conforms to the time tide of newspaper. In the sixth chapter,the summarizes the research conclusion of the article,and proposes the cross-border mode that will bring vitality and independence to the newspaper...