Study On The Omnimedia Presentation Of Local Traditional Culture

The local media is familiar with local traditional culture and the local audience in terms of geography and emotions.It shoulders the mission and responsibility of excavating and inheriting local traditional culture and enhancing local cultural selfconfidence.The continuous advancement of the megatrends in the Omnimedia era,the continuous impact of the network culture and the foreign culture all put forward new requirements and challenges for the local media to play the role of cultural communication: continuously improve the awareness of the omnimedia presentation,improve the practice and theoretical concepts of omnimedia applications;The media integration process creates omnimedia communication matrix that deeply integrates traditional media and new media;continuously taps the essence of local traditional culture,strengthens the parallel of culture and news;continuously innovates the development path of local media,and insists on the audience as the consciousness.Based on the Ba-yu culture and based on the omnimedia concept and technology,the Chongqing Daily has fully utilized the style of “foot,eyesight,brain power and penpower” of journalists,and has planned three omnimedia interviews and reports,namely the “Revisit” Series: In 2014,“Where did the gentleman come from--Revisit the Huguang to fill in the migration road of Sichuan immigrants” large-scale Omnimedia interview activity(referred to as “Series 1”),2016 “Revisit the ancient salt road to feel new changes” large-scale field interview series reports(referred to as “Series 2”),2017 “Revisit to the Road of Ancient Poetry and Misssing the gentleman Going to Chongqing---Exploring the Map of Ancient Poetry in Chongqing” Omnimedia Series Reports(referred to as “Series 3”).This thesis is divided into five parts.The first part is the introduction,which mainly discusses the research background and research ideas.The second part is the introduction and planning of the “Revisit” Series.The third part is the omnimedia presentation of the “Revisit” Series.Perform text analysis and quantitative analysis to deeply analyze the theme selection and narrative style of the “Revisit” Series.The fourth part is analyzing the channels and features of the “Revisit” Series of omnimedia presentation channels and forms.Summarizing the content,channels,formal characteristics and experience of the “Revisit” Omnimedia presentation,review and analyze the research process and deficiencies.The study found that the “Revisit” Series enhanced the content depth and temperature of original reports from the newspapers in terms of report size,image usage,title production,and quotation selection.At the same time,it deeply understands,adapts to and uses the characteristics and laws of the content of news works in the era of the Omnimedia: story-telling narrative style,realistic and touching theme selection,dialogue and scene-reproduction reading experience.In the cultural guidance,it highlights the social value,strengthens the “link” between the audience and the Bayu culture,and achieves a good social effect of becoming a man of the wind and cohesive.In the channels and forms of omnimedia presentation,the “Revisit” Series presents a continuous improvement and mature development path.“Series 1” is a mode of thinking that simply puts new technologies into the network and is a simple link phase between media.On the basis of “Series 1”,“Series 2” enhances the audience-based awareness,actively sets the issue,and pays attention to different forms of communication while adhering to the “multi-pronged” communication channels such as print media,portal,Weibo and WeChat.In the pursuit of complete form.The “Series 3” omnimedia presentation logic is more optimized and enters the allround deep integration phase: based on the channel advantages of the first two series,the national media,other local media and Internet platforms are used to expand the scope of communication and form the omnimedia.Propagation matrix;use micro-blog topics,WeChat articles and other new media functions to enhance interactive communication;enhance the audience's reading sense through H5,drone images,longillustration diagrams,web links,animation,live video,etc.;through academic symposium External collaborations such as publishing books and organizing offline events activate a wider audience to enrich offline communication channels.