Research On The Transformation And Development Of Xiang Yang Daily Under The Background Of Deep Media Integration

The burgeoning of the Internet and digital technology has brought countless new media platforms,including Wei Bo,We Chat,Jitterbug,Bilibili and other social networking media that are rapidly attracting large audiences,impacting the paper media’s inherent audience market.The paper media is facing a cold winter,and more than 20 newspapers,such as Beijing Morning Post and Lhasa Evening News,have announced their closure,and the newspaper industry at all levels is in deep trouble.The ecological landscape of Chinese media communication has undergone disruptive changes.Therefore,the transformation of traditional media is imperative.In 2014,the fourth meeting of the Central Leading Group for Comprehensively Deepening Reform specifically adopted the Guiding Opinions on Promoting the Integrated Development of Traditional Media and Emerging Media,elevating media integration to a national strategy.Newspapers at all levels have been practicing integration and transformation and carrying out integration and transformation development.2020 October,the General Office of the State Council issued the“Opinions on Accelerating the Development of Media Integration”,from proposing media integration to promoting deep media integration is a consistent process,which is a further deployment of the Party Central Committee to summarize the experience of media integration in the previous six years and the new phase of media integration.Therefore,it is unstoppable to speed up the transformation of media integration and ensure the unshakable status of mainstream media.In this context,this paper takes Xiang Yang Daily ’ s media integration and transformation development as a case study,mainly using in-depth interviews,participant observation and case study methods to study the practices,dilemmas and solutions of Xiang Yang Daily in promoting media integration.This paper is divided into four parts:the first part introduces the background of the topic,the significance of the study,and the current status of the study and its innovations;the second part uses the PEST analysis model to explore the impact of the current environment on the development of deep media integration in the local newspaper industry;the third part analyzes in detail the practice of deep media integration in Xiang Yang Daily;the fourth part presents the real-life dilemmas of deep media integration in Xiang Yang Daily and suggestions for countermeasures.In the final concluding remarks,some shortcomings of this study are reflected,and it is hoped that this study can provide some ideas and inspiration for the development path of transformation and construction of local and municipal media in China.