What do you think is the most competitive advantage of CNN in the current news channel?

With the success of1986+1the full coverage of the American Challenger crash on October 28th, 199 1 the exclusive coverage of the Gulf War, the full coverage of the "9. 1 1" incident and the in-depth coverage of the Iraq War, CNN has laid its foundation in news. This paper mainly interprets the successful experience of CNN professional communication from the perspective of political economy.

Irreplaceability: the comparative advantage of CNN professional communication

There is a word in political economy: substitutability refers to the similarity and interchange of products or services in function and function. From the perspective of media management, it refers to the homogenization of their style positioning, program setting, audience market and planning mode. At present, a large number of domestic newspapers, radio and television programs, and network designs all have the same imitation phenomenon step by step, so that "professional communication is not professional" has become a common strange phenomenon in the current media market. But at the same time, we must admit that it is really difficult for the media itself to reach thousands of people. Therefore, David Ricardo's "comparative cost theory" needs to be introduced here: each country does not necessarily produce every commodity in the world, but should concentrate on producing those commodities with greater returns or less risks, and then increase the total output through exchange, with capital and labor unchanged. In fact, the centralized production mentioned here requires the media to find their own comparative advantages and make full use of their own characteristics.

As we all know, the most remarkable style of CNN is its greatest advantage, that is, live broadcast. Because many times, the scene can highlight the value of news events and convey authoritative information better than language, thus winning the audience's sense of identity better than oral broadcast. CNN always actively supports its reporters to report news on the spot. Through the reporter's on-site appearance, the audience is immersed in the scene, which greatly increases the credibility of the information. It should be said that live broadcast is the comparative advantage of CNN in competition with similar news. It is precisely because of this advantage that the professional communication of CNN can be successful without homogenization and more irreplaceability.

Coordination: the political advantage of CNN professional communication

In political economics, the coordinated development of economy and politics is always emphasized. From the perspective of the media industry, unless all kinds of media cooperate with a socio-economic, technological and social employee plan, it is extremely unlikely that they will promote social change. In the process of the development of market economy, the restriction of political factors on the economy is becoming more and more obvious. Coupled with the particularity of media, the political factors in the process of its industrial development are more prominent. This is mainly manifested in the government's restrictions, management, help and participation in the media.

In order to seek better development, ted turner put forward the slogan of making CNN "the conscience of America" at the beginning of its establishment. After Vietnam War, American news communication tends to be conservative. In addition to self-writing, most international news only receives information from domestic news agencies and broadcasters, and often adopts an exclusive attitude towards information from other countries, especially developing countries. CNN has its own way, arranging a two-hour "World Report" program every week to broadcast news or documentaries selected by cooperative television stations in various countries. These exotic information are fresh and special, and it is easy to attract the attention of the audience, thus effectively improving the ratings.

But at the same time, we have to notice that the success of CNN's "American Conscience" project is due to the acquiescence of the US government. Since its establishment, CNN has attached great importance to communication with the government. From the beginning, it provided free special channels for the government. When making programs, they also pay attention to government activities, and always spare no effort to broadcast live presidential elections, parliamentary elections, the adoption of relevant bills and decisions. At the same time, it also actively advises the government and solves problems. For example, 1982, CNN broadcasted the Cuban baseball game for 15 hours to the American people, which helped the government break the 23-year blockade between the two countries. Finally, judging from the composition of CNN, it includes first-class government consultants and public relations experts, who have effectively helped CNN become the "darling" of successive American governments. Therefore, CNN can always cope with the legal and regulatory restrictions of American media systems and institutions.

Reasonable enjoyment: the resource advantage of CNN professional communication

William petty, a British classical political economist, famously said: Land is the mother of wealth. Applying this argument, resources are the premise of professional communication. The development of electronic technology makes information dissemination enjoy resources. On the basis of * * *, this paper puts forward the problem of how to use resources reasonably, and CNN professional communication has a good practice in this respect.

From the beginning of CNN, ted turner decided to create an "open news studio" to present the most valuable information to the audience in time. In order to ensure the smooth progress of its live broadcast, CNN reporters do not belong to any column, but to the whole channel. The information and pictures collected by journalists all over the world are not unique to a certain column, but are sent to the editing room of CNN headquarters first. Each column can be used and processed according to its own needs. The column group can also send orders directly to foreign journalists, which effectively solves the fragmentation problem caused by different columns, strengthens the timeliness of information dissemination and fully realizes the reasonable enjoyment of resources.

Furthermore, in order to save money and energy, CNN cooperates with other countries and other local institutions around the world, and through CNN's own contract initiative, it requires the cooperative units to provide corresponding information resources. For example, you can decide whether to receive the news programs transmitted by your collaborators by submitting topics in advance, or you can organize your collaborators to CNN headquarters for training from time to time to ensure that the resources they transmit can meet the needs of CNN's professional communication, and then gradually realize the "seeking common ground while reserving differences" of resources. On the occasion of the 80th anniversary of the founding of China * * * Production Party, the program "Red Books Best Selling in China" broadcast by China TV Station was broadcast on CNN twice in a row, which made many American audiences have a vivid re-understanding of the prestige of China * * * Production Party.

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At present, with the establishment of radio and television groups all over the country, the integration of wired and wireless channels has become an inevitable pursuit, and the reasonable enjoyment of talents, funds, technology and other resources will reduce idleness, win scale effect and maximize benefits. Specialized news dissemination according to the principle of audience segmentation, such as CNN, will have incomparable competitive advantages in competing for "eyeballs" and attracting advertisers. From the perspective of political economy, we can clearly learn from the successful experience of CNN's professional communication, that is, we are good at exploring and utilizing the comparative advantages of the channel itself, handling the political advantages well, and establishing a modern media management model with reasonable resource allocation, so as to continuously promote the professional development of China's media.