How Traditional Media Carry Out The Practice Of "Micro-aggregation Platform"

At present,the content industry chain is almost monopolized by leading Internet companies.Due to the lack of a powerful platform that can be independently controlled,the position of traditional media in the content industry chain may face the risk of being marginalized.In the context of media convergence,The central,provincial,and municipal traditional media actively explore the transformation strategy of self-built platforms which is called the practice of "micro-aggregation platforms".However,the current academic circles and the industry still pay insufficient attention to such innovative practices.This article uses participatory observations,in-depth interviews and other methods to investigate how the People’s Daily builds and operates Renmin Hao,and conducts an in-depth discussion on the characteristics,innovative value and living space of this type of "micro-aggregation platform".The main findings of the survey are as follows: First,the motivation for the People’s Daily to establish Renmin Hao is to respond to the central government’s request for in-depth media integration,and to occupy the leading role in information dissemination to avoid being marginalized.In order to promote the operation of Renmin Hao,the People’s Daily invested in the support of human resources and traffic resources to Renmin Hao,and relied on the cooperation with Baidu to gather a large number of creators and realized the operation of Renmin Hao.Second,the operation process of Renmin Hao is full of collisions between traditional media logic and platform media logic.Strict entry,review and recommendation rules highlight the editor’s "dominant" position,which conflicts with the open and equal platform media logic.The fast-paced,real-time online content distribution mechanism also puts editors under greater work pressure.Third,the operation strategy of Renmin Hao not only continued the positive energy style of the People’s Daily,but also based on user interests,launching vertical comic,knowledge popularization and other innovative content that is loved by users.In addition,Renmin Hao pays attention to improving the interactive experience of users,and encourages creators to continue to create with "a sense of honor".Fourth,Renmin Hao promotes cooperation between non-journalists and professional media.Under the overall planning of the editors,the advantages of each production entity and the reasonable deployment of resources have been better realized.However,due to the lack of user base and unblocked channels,Renmin Hao still needs to rely on the People’s Daily client to exist,which is also a common problem with other micro-aggregation platforms.Fifth,the micro-aggregation platform has the core characteristics of both "small" form and "strong" power.In the future,based on the "small and beautiful" content ecology,it can exert its efforts on in-depth content and public opinion services to achieve a breakthrough in "jumping out" of the client and participating in market competition.