Research On The Current Status Of Media Convergence Development In Ningxi

The rapid development of Internet technology has revolutionised the living environment of traditional media,and the emergence of new media platforms has forced traditional media to find new ways of survival.Since 2014,media convergence has been elevated to a systematic project at the national policy level,and the state has issued several guidelines to support media convergence efforts.Following the national policy,following the trend of the times,transforming into a new type of mainstream media and promoting the process of deep media integration are the most important things in front of all media.The media in Ningxia,which is located in the northwest region,is facing the urgent problem of how to take the road to deep media integration.This paper uses participant observation as the main method,supplemented by case studies and in-depth interviews,to conduct an overall study on the current situation of media integration development in Ningxia Hui Autonomous Region,which is divided into three parts.The first part analyses the development of provincial-level integrated media platforms in China and the external environment in which Ningxia media is located,in order to find out the development opportunities and constraints brought by them.The third part focuses on media integration in Ningxia.In the third section,the difficulties faced by media convergence in Ningxia are addressed and suggested countermeasures are proposed.Through field research on media integration centres at all levels in Ningxia,I found that most of the media integration centres in Ningxia are still in the initial exploration stage,and although some of the more successful cases have gained some experience,there are still common problems overall,such as the existing institutional mechanism cannot adapt to market competition,the employment mechanism and assessment mechanism still have shortcomings,the lack of Internet thinking leads to poor media integration and transformation,the content However,there are still common problems,such as the existing institutional mechanism cannot adapt to market competition,the employment and assessment mechanisms still have shortcomings,the lack of Internet thinking leads to poor transformation of media integration,content production is not integrated with each other and the profit model is too single.In response to these problems,the author has put forward corresponding suggested countermeasures to help Ningxia media solve the problems in the process of media integration and promote its deep integration and rapid development.