Innovation And Integrity Of Mainstream Media Voice Reform In The Context Of Media Convergence

On August 18,2014,the fourth meeting of the Central Leading Group for Comprehensively Deepening Reform deliberated and adopted the Guiding Opinions on Promoting the Integrated Development of traditional Media and new Media.The proposal makes the development focus of traditional media shift to media convergence.Under the background of media convergence,the transformation of mainstream media has become an inevitable trend of The Times.As one of the representatives of mainstream media,"News Network" launched the "Anchor Says Network" column under the situation of media integration,and won the second prize of China News Award for Media Integration Innovation in the second year of the program’s launch.As one of the representatives of the successful transformation of mainstream media,this paper analyzes the reasons for the voice change of the column "Anchor Says Networking" based on the background of media integration,and attempts to explore the new characteristics of its voice change and the principles observed by the change,in order to provide constructive suggestions for the transformation and development of traditional mainstream media in China.This paper uses the comparative analysis method,content analysis method and multi-dimensional discourse analysis method to study the voice changes of the "Anchor Says Network" column,and analyzes the new characteristics presented by the "Anchor Says Network" column from the three levels of narrative method,narrative attitude and communication mode by comparing the two programs of "News Network" and "Anchor Says Network",as well as the content and form of "Anchor Says Network".At the same time,a questionnaire survey was used to investigate the audience’s understanding of "Anchor Says Simulcast" and the choice of news media.The linguistic symbols and non-verbal symbols of the "Anchor Says Network" column were sampled and manually captured,and the SPSS analysis tool was used to analyze and study the captured data,demonstrate the correlation between the new characteristics of voice and the communication effect of the "Anchor Says Network" column,and confirm the communication power point.Finally,from the perspective of news professionalism,the principles adhered to in the voice change of the "Anchor Says Simulcast" column are clarified.This paper argues that when traditional mainstream media cope with the change of the development trend of media integration,under the premise of adhering to the essence of media and abiding by journalistic ethics,the traditional mainstream media uses cross-media agenda settings to conduct multi-angle and multi-directional media narratives on the multimedia platform,and chooses the most important communication path in different media situations.This paper argues that the insertion of Internet words in the text to attract the attention of users,hot topics and words can increase the forwarding of comments and expand the dissemination effect of programs.The anchor said that by using tone words,the program and personal image will be closer to the user,but it is necessary to grasp the scale,always adhere to the media position,and assume the responsibility of the media.